Rural tourism needs robust marketing
Published On October 1, 2014 » 1807 Views» By Administrator Times » Opinion
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ZAMBIA’s tourism sector currently stands out as one of the key growth potential areas based on the country’s vast natural environment, from which abound a variety of tourist attractions.
The main attractions in the country include the Mighty Victoria Falls – which is one of the most renowned beautiful transcendental natural wonders of the world – and the wealth of wildlife spread across country’s 19 national parks and 34 game management areas.
Furthermore, vast water bodies and a variety of bird species add to the country’s geographical beauty. Yet the potential of tourism to contribute to the Gross Domestic Product (GDP) remains untapped because of various constraints, notwithstanding the fact that this has been in waiting for decades.
Tourism has been given the non-traditional export status and is now receiving a lot of support from the Government by way of infrastructure development, promotion of increased private sector participation, as well as attractive tax incentives for investments in the sector.
However, an area of concern is the unexploited rural tourism. This has been highlighted by the National Heritage Conservation Commission which called for prioritising marketing tourist attractions located in rural areas, so as to help spur development, create jobs and, in the process, address poverty.
The Commission notes through its executive director, Collins Chipote that prime tourism attractions are in rural areas and effectively marketing this will yield meaningful development and positive
trickle-down effects to the rural populations.
Rural populations in these strategic locations, which host heritage sites, have been called upon to take care of these sites, help boost the hospitality industry and promote cultural activities by trading in crafts.
The Government through various interventions has taken up the challenge by tapping into potential tourist locations such as Livingstone and the Northern Circuit, which encompasses Northern, Luapula and Muchinga provinces.
Notable improvements were recorded during the Fifth National Development Plan (FNDP) of 2006-2010, when high tourist arrivals were recorded. Out of a target of 736,450 international arrivals, some
793,999 were recorded over the FNDP period.
Meanwhile, average direct tourism earnings increased from US$174 million in 2005 to $200 million in 2009, against a targeted $304 million by 2010.
Employment levels in the sector rose to 25,860 in 2009 from 19,650 in 2005, compared with the FNDP target of 30,404, while the sector’s contribution to GDP remained constant at 3.1 per cent.
This potential has gained significant recognition from the Government through schemes such as the ‘Industrialisation and Job Creation Strategy’ of 2013, which targets creating 300,000 jobs by 2016 from a tally of 57,337 registered in 2013.
These results can be doubled or tripled once efforts to tap into the yawning potential of rural tourism remain on track and yield the desired results.
The Zambia Tourism Board (ZTB) is among the key players that should embark on a robust programme to increase its marketing strategies to rural tourism. To this effect, much has been done to advertise events such as traditional ceremonies.
Rural roads are also receiving the attention through ongoing rehabilitation works but the hotel industry needs similar efforts so that there is no room for lagging behind in this endeavour.
Authorities and key partners, including the private sector that is vital in driving economic growth, need to join hands for the strategies already in place to record the desired gains.
The call by Mr Chipote, therefore, needs to be addressed and not to be left to go to roost. This Golden Jubilee year should be a time to refocus and drive the country’s economy on its continued growth path. OPINION

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