The Ministry of Tourism and Arts of Zambia (MoTA) has signed a five-year memorandum of understanding (MoU) with Portuguese advisory firm, United Consulting, for the implementation of the new Zambia Tourism Master Plan.

“As a major component of this plan, the MoTA is aware of the need to shape the image of Zambia's tourism potential into a reality capable of attracting the industry's leading champions,” said CEO of United Consulting, Mike Tavares.

He told Tourism Update that, as per the MoU, United Consulting’s main role was to enhance the country’s regional and international tourism market visibility and create long-term sustainable strategies for destination development as well as identifying highly profitable business models that are attractive to investors.

“For this purpose, we have joined forces with FirstLogic Consulting, with a proven methodology and track record in creating and transforming destinations and ensuring long-term partnerships and investments,” said Tavares.

He said Zambia counted the Victoria Falls among its many assets, and that it was on the bucket list of anyone who liked travelling, making it an attractive destination for tourism development and investment

“Furthermore, its national parks and wildlife are second to none. Since the most difficult element of a destination is there – a unique feature or ‘magnet’ to bring in the tourists in the first place and establish a recurrent flow of visitors – the aim is both to broaden the scope of visitors by tapping into the MICE market,” explained Tavares.

Permanent Secretary in the Ministry of Tourism and Arts Zambia, Dr Auxilla B. Ponga, said: “Whilst COVID-19 is hitting many countries hard, it creates a window of opportunity for Zambia to put in place the conditions, infrastructure and capacity-building to prompt dynamic investors. We are confident that bringing in United Consulting through this MoU will allow my Ministry and the country at large to achieve the vision of making Zambia rank among the most preferred holiday destinations of choice in Africa and a regional conference hub.” 

Tavares added: “This MoU between UC and the MoTA emphasises the cross-cutting nature of tourism and the importance of co-operation at every level to ensure the sector works for everyone. 2021 will be an essential year for the recovery of the tourism Industry, and we are positive of our expertise to deliver to MoTA the tools to ramp up initiatives, leading fund mobilisation, attracting key investors, and developing new sustainable projects, providing opportunities and driving social and economic recovery.”