Zambia Joins Trade Fair in Berlin, Aiming to Boost German Tourism

Zambia took part in ITB Berlin, the world’s largest tourism trade show, with the aim of increasing the number of tourists visiting the country from Germany.

Tourism Minister Rodney Sikumba represented the country along with the Zambia Tourism Agency and players from the private sector.

Private sector participants were largely involved in nature-based tourism. In 2019, the travel and tourism sector in Zambia accounted for 7.7% of the country’s GDP and employed over 480,000 people.

Zambia’s Ambassador to Germany, Winnie Chibesakunda, spoke at the show, crediting tourism stakeholders for helping Zambian exhibitors better understand the German market in order to meet the needs of tourists. The three-day trade show also allowed for networking between countries to enhance collaboration opportunities, with the aim of encouraging tourists to visit the country throughout the year, not just in certain periods.