Gloria Guevara
Sustainability, innovation, Zambia's growth in African tourism
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Gloria Guevara
Sustainability, innovation, Zambia's growth in African tourism
The author is a United Nations Tourism Secretary General candidate.
Zambia stands at the cusp of a tourism renaissance, with international arrivals surpassing 2.19 million in 2024 – a remarkable 35.3 percent increase from the previous year.
This surge reflects the nation’s rich natural resources and cultural heritage, positioning Zambia as a key player in sustainable tourism within Africa.
The upcoming election for the United Nations (UN) Tourism Secretary-General presents a pivotal opportunity to align global leadership with Zambia’s aspirations for eco-friendly practices, diversified experiences, and strategic infrastructure development.
As a candidate for this esteemed position, my vision centres on four foundational pillars: sustainability, resilience, opportunities, and innovation.
These pillars resonate deeply with Zambia’s strategic goals, offering a framework to bolster eco-tourism, enhance tourist infrastructure, and diversify tourism offerings.
Sustainability
Zambia’s commitment to eco-tourism is evident through initiatives like the Zambia Green, Resilient and Transformational Tourism Development Project, a US$100 million endeavour financed by the World Bank.
This project aims to enhance critical sites, including Kasaba Bay and Liuwa National Park, ensuring that tourism development aligns with environmental preservation.
By integrating sustainable practices, Zambia not only protects its biodiversity but also appeals to a growing segment of environmentally conscious travellers.
Resilience
The tourism sector’s ability to withstand global challenges is paramount. Zambia’s proactive measures, such as robust marketing campaigns and favourable policies like visa fee waivers, have contributed to the sector’s recovery post-pandemic.
As UN Tourism SecretaryGeneral, I would advocate for policies that enhance resilience, ensuring that destinations like Zambia can adapt and thrive amidst global uncertainties.
Opportunities
The diversification of tourism offerings is crucial for sustained growth. Zambia’s rich tapestry of wildlife, culture, adventure and eco-tourism provides a solid foundation.
Government’s investment of approximately K1.29 billion in 2025 to boost the tourism sector underscores this commitment.
By developing new tourism destinations and improving infrastructure, Zambia can attract a broader spectrum of tourists, thereby increasing its GDP contribution and creating employment opportunities.
Innovation
Embracing technological advancements can revolutionise tourism management and promotion.
The recent memorandum of understanding between the Zambia Tourism Agency and Airtel Networks Zambia aims to enhance tourism planning through accurate data collection.
Such initiatives enable datadriven decision-making, allowing for targeted marketing and improved tourist experiences.
As a proponent of digital transformation, I envision leveraging technology to unlock new opportunities and efficiencies in the tourism sector.
To fully realise the potential benefits of this vision, it is imperative that international initiatives complement Zambia’s comprehensive sustainable tourism master plan.
Prioritising the improvement of tourist infrastructure and the development of new destinations will be key.
Effective promotion of Zambia’s diverse tourism products –wildlife, cultural, adventure and eco-tourism – will help position the country as a sought-after destination in sub-Saharan Africa.
The forthcoming UN Tourism Secretary-General election is more than a leadership selection; it is a decision that will influence the trajectory of global tourism development.
With a shared commitment to sustainability, resilience, opportunities and innovation, we can chart a course that not only elevates Zambia’s tourism sector but also sets a positive example for sustainable tourism development across the continent.
I am honoured to receive the endorsements of over 200 tourism leaders and global chief executive officers, including from prominent companies who operate in Zambia, such as Hilton, Marriott International, Accor, Radisson Hotel Group, Uber Technologies, and Sabre.
These leaders of tourism recognise the alignment of my vision with the aspirations of nations like Zambia.
Together, we can harness the power of tourism to drive economic growth, empower communities and preserve our planet for future generations.
In conclusion, Zambia’s ambition to advance sustainable tourism in Africa is both commendable and achievable.
By embracing a vision rooted in sustainability, resilience, opportunities and innovation, and by ensuring that international initiatives align with national strategies, Zambia can unlock the full potential of its tourism sector.
As a candidate for the UN Tourism Secretary-General position, I am committed to supporting Zambia and other nations in this transformative journey towards a sustainable and prosperous tourism future.
Publication:
Zambia Daily Mail
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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