After successful negotiations with UNWTO during the 25th UNWTO General Assembly in Samarkand, Uzbekistan, the Zambia Tourism Agency (ZTA) has announced on X, formerly Twitter, that the nation will host the UNWTO Tourism Think Tank Summit in Livingstone next year April.

Matongo Matamwandi, ZTA CEO; Rodney Sikumba, Zambia’s Minister of Tourism; and Evans Muhanga, the country’s Permanent Secretary of Tourism, were part of the negotiating team for the summit.

Under the theme of ‘Promoting Africa to unlock tourism sector growth potential’, the summit will be attended by key decision-makers and roleplayers from around the world as well as the Secretary-General of UNWTO. It will focus on branding the continent as an attractive travel destination.

Zambia is receiving attention as an important African destination, and in June, the World Bank’s board of directors pledged US$100 million in credit to help the country develop sustainable tourism opportunities. The nation also recently held talks with Saudi Arabian officials to discuss shared tourism prospects between the two countries, which took place alongside UNWTO’s General Assembly.