This Month we get to know better the Zambia Tourism Agency
What was your motivation to Join ICCA?
The repositioning of Zambia’s tourism offerings to include MICE /Business tourism because ICCA provides a global platform for destination marketing and strategic networking with various international association meetings industry.
Tell us your story. How did Zambia Tourism Agency get started?
The Zambia Tourism Agency (ZTA), is a government Agency established through the Tourism and Hospitality Act No.13 of 2015, and is responsible for marketing Zambia as a tourist destination of choice, and to regulate the tourism industry through the licensing of tourism enterprises and grading of accommodation establishments. 
What sets Zambia apart?
It's an endless list of tourist activities that include glittering rivers and lakes, enchanting wildlife, sun-kissed beaches, magnificent scenery, crystal waterfalls, pulsating cultural heritage, and friendly hosts. Rest assured of a unique experience in a country that continually enjoys peace and unity. 
The above, coupled with modern conferencing facilities, awaits the hosts and their delegates.
What is your favourite success story from your organization?
Being able to recognize the need for business travel and seizing the opportunity to reposition the tourism offering to include MICE travel, and developing a MICE strategy. The destination has also been able to successfully host large global and regional conferences which include the: UNWTO General Assembly, Africa Development Bank annual meetings among others.
What can we expect to see from Zambia Tourism Agency in the future?
Stepped up promotion of business tourism/MICE, and enhanced networking both locally and abroad.
Which trends do you see in the association meetings?
The rise in hybrid meetings (virtual and in-person) due to COVID-19 pandemic. However, there’s still yearning for physical meetings.Associations are looking for greater value (room rates, amenities, tours etc.)Number of delegates decreasing
What is an industry challange your organisation is currently facing?
COVID-19 pandemic. Although the industry has been able to create hybrid meetings, the economic and social benefits for the destination have decreased because the accommodation, local transportation, shopping, food etc, that go with a physical meeting have been lost.