State to budget for tourism marketing – Sampa
GOVERNMENT will in next year’s budget consider allocating money for the promotion of Zambia as a favoured tourism destination in Africa.
Minister of Foreign Affairs and Tourism Given Lubinda recently expressed concern over the inflated expenses involved in advertising the country as a tourism destination of choice on international news channels such as Cable Network News (CNN).
Deputy Minister of Finance and National Planning Miles Sampa said Government will consider allocating funds in the next budget for the marketing of the country’s tourism potential and products.
“The rewards of advertising Zambia on the international platform are immense and Government will in next year’s budget consider allocating funds for advertising. Government will use international platforms so that we don’t advertise in the dark,” he said.
Recently Mr Lubinda bemoaned the exorbitant cost of advertising Zambia as a tourism destination on international news networks such as CNN forcing it to think of other ways of advertising the country in a cost-effective manner.
“We have established that it costs between US$30,000 to US$50,000 per minute to place a 60-second advert on most of the international news networks per day for about six weeks,” Mr Lubinda said.
Mr Sampa said Government will in the short to medium term look for resources to advertise the country.
Zambia is trying to diversify its economy so that it can reduce its dependency on mining, which critics say is a wasting asset.
Agriculture and tourism have been identified as key sectors for the country’s growth.