The Zambia Tourism Agency (ZTA) Chief Executive Officer – CEO, Matongo Matamwandi says the Agency is strategically prioritizing the Meetings, Incentives, Conferences, Exhibitions and Events (MICE) sector as a crucial driver in achieving its ambitious target of 2.5 million tourist arrivals this year.
Speaking on the sidelines of the 2nd UN Tourism Africa & Americas Summit in Livingstone, Matamwandi underscored the agency’s deliberate and long-standing commitment to developing Zambia as a premier MICE destination.
“Our focus on MICE is not a reactive measure but a well-defined strategy within our destination marketing plan,” stated CEO Matamwandi. affirmed CEO Matamwandi.
He elaborated on the ZTA’s proactive engagement with NGOs, government bodies, and professional associations, offering specialized support to facilitate successful bids for hosting international and regional events in Zambia.
“We are actively equipping these organizations with the necessary skills and resources to attract significant MICE business, which directly aligns with our strategic objectives for this high-value tourism segment.” Matamwandi highlighted the substantial economic impact of MICE tourism, citing both global trends and compelling local data indicating that 70 to 80% of revenue for surveyed Zambian hotels originates from MICE activities.
He emphasized the widespread benefits of hosting large-scale events, extending beyond accommodation to positively influence transportation, local businesses, and overall community development.
The ZTA CEO also noted the strategic timing of the UN Tourism summit in amplifying Zambia’s MICE potential adding that the presence of numerous international delegates, including a significant contingent from Latin American countries, provided invaluable networking and benchmarking opportunities. Planned familiarization trips to iconic attractions like Victoria Falls aimed to showcase Zambia’s appeal as a holistic destination, potentially leading to future leisure and MICE bookings, alongside positive word-of-mouth promotion.
Looking ahead, the ZTA is actively pursuing government-to-government collaborations and bilateral meetings to forge joint marketing initiatives, with a specific focus on engaging with countries in Africa and Latin America for mutually beneficial tourism exchanges that include MICE components.
Acknowledging existing infrastructural limitations, such as the need for a dedicated convention center in Livingstone and current bed capacity constraints, Matamwandi stated that the growing demand for hosting larger events is prompting increased private sector investment in expanding facilities and discussions surrounding potential funding opportunities to address these infrastructural needs are ongoing.
Despite these challenges, the ZTA remains optimistic about achieving its tourism targets adding that the reported 38% increase in international inquiries last year underscores the growing global interest in Zambia.
