Media advised to play key role in promoting tourism in Zambia

The Ministry of Tourism has renewed its appeal to the domestic media, digital influencers, and content creators to take a frontline role in marketing Zambia's rich heritage and natural wonders to global audiences. Speaking during a stakeholder engagement, Permanent Secretary Evans Muhanga stressed that the ambitious targets set for the tourism sector cannot be achieved through government efforts alone, requiring instead a collective patriotic drive from all sectors of society. Mr. Muhanga highlighted the core objectives behind the "Zambia Moves You" destination brand, which seeks to showcase the nation's diverse landscapes, abundant wildlife, and distinct cultural identity. With digital platforms reshaping how global travelers discover destinations, the Permanent Secretary noted that traditional marketing models must now be complemented by authentic storytelling across social media networks such as TikTok, Instagram, YouTube, and X. By encouraging local creators and respected media personalities to share immersive experiences, the Ministry aims to build sustainable visitor confidence and attract international markets that conventional campaigns often miss. This strategic push aligns with the government's wider economic diversification blueprint, which identifies tourism as a crucial pillar for generating foreign exchange, creating jobs for youth, and stimulating rural economies. Authorities have increasingly emphasized that sustainable tourism growth depends heavily on domestic participation, urging local investors and entrepreneurs to tap into hospitality and eco-tourism ventures across various circuits outside traditional hubs. Enhanced infrastructure development and progressive visa reforms implemented over recent years have further positioned Zambia as an accessible and competitive regional destination. Industry analysts have welcomed the Ministry's outreach to content creators, noting that modern travel trends are heavily influenced by peer-to-peer digital r