Kenya and Zambia have forged a partnership to boost tourism activities in both nations through a deal that involved The Kenya Association of Travel Agents (KATA) and The Zambia Ministry of Tourism. Through this, Kenya will promote Zambia’s tourism opportunities to travellers in the country and abroad. Zambia targets tapping into the Kenyan market as an important source of tourism influx, boosting both nations’ economies and imposing cultural diversity.
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Joseph Kithitu, KATA Chairperson, expressed the association’s enthusiasm for growing the travel trade and emphasized the readiness of KATA members to sell Zambia. He insisted on creating a business case for Zambia’s travel trade and developing a salable product out of the partnership. He stressed the importance of focusing on commercialization and capitalizing on Visa-free access between the two countries, stating that the market is readily available and can pay.
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The primary objective of the engagement was to establish a strategic partnership to promote outbound tourism from Kenya to Zambia’s tourism destinations, which will include promoting Zambia’s competitiveness as a tourism destination, formulating joint marketing activities, and identifying key attractions in Zambia for packaging and promotion. Kenya and Zambia have already signed a Memorandum of Understanding on tourism, one of which touches on cooperation between the training institutes for tourism in Zambia and Kenya.
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