The Minister for Tourism of the Republic of Zambia, Hon. Rodney Malindi Sikumba M.P, accompanied by H.E Amb. Joyce Kasosa Kampampa, the High Commissioner for the Republic of Zambia to the Republic of Kenya, today paid a courtesy visit to the Kenya Association of Travel Agents (KATA) Chairperson, Dr. Joseph Kithitu, and KATA CEO, Ms. Agnes Mucuha. This visit marks an important milestone in the proposed partnership between the Zambia Ministry of Tourism and the Kenya Association of Travel Agents, facilitated by the Zambia High Commission in Nairobi.
The primary objective of this high-level engagement was to discuss and establish a strategic partnership to promote outbound tourism from Kenya to Zambia’s tourism destinations.
Acknowledging the immense potential for tourism in Zambia, the country aims to tap into the Kenyan market as a vital source for tourism influx, boosting both nations’ economies and fostering cultural exchange.
The proposed partnership aims to capitalize on KATA’s successful initiatives in promoting African continental travel, to promote destination Zambia. Speaking during the meeting, Dr. 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 stressed the need to create a business case for Zambia’s travel trade and develop a salable product out of the partnership. Dr. Kithitu stated, “Today, we should focus on the commercialization of this partnership on a B2B and B2C level and capitalize on the Visa-Free access between our countries to promote outbound tourism flows into Zambia and vice versa. The market is ripe, ready, and can pay.”
Agnes Mucuha, KATA CEO, recognized the role of domestic, regional, and intra-African travel in the recovery of the industry. She highlighted the importance of establishing a bridge between Kenya and Zambia through a collaboration agreement. Ms. Mucuha explained, “Through this partnership, Kenya’s travel trade will be trained on tourism offerings in Zambia. Additionally, KATA will provide capacity building for Zambia’s travel trade to enable them to sell the Kenyan tourism product.”
Hamisi Hassan, KATA Vice Chairman, emphasized the need to facilitate travel trade in Africa. He noted the diverse tourism offerings in both Zambia and Kenya and highlighted Kenya’s role as a connecting hub. Mr. Hassan remarked, “Africa can be self-sustainable in tourism if we embrace strategies and initiatives such as the one we are discussing here today.”
Hon. Rodney Malindi Sikumba M.P, Minister for Tourism of the Republic of Zambia, expressed satisfaction with KATA’s proactive initiative and its members’ trust and commitment to the growth of the association. He highlighted the importance of marketing and packaging Africa, coordinating the travel trade with suppliers, and establishing homegrown solutions. The minister called on the private sector to promote professionalism and grow local tourism. He emphasized the government’s role in creating an enabling operating environment and allocating resources to develop infrastructure. Hon. Sikumba stated, “This partnership between Kenya Association of Travel Agents and their counterparts in Zambia is a step towards the private sector growing the tourism industry, and my ministry is rallying support behind these initiatives.”
The objectives of the partnership include promoting Zambia’s competitiveness as a tourism destination, formulating joint marketing activities, identifying key attractions in Zambia for packaging and promotion, establishing partnerships with Zambian players in the tourism industry, and increasing the number of people travelling between Kenya and Zambia for both business and leisure purposes.
The partnership will encompass various collaborative areas such as knowledge exchange, familiarization visits, and encouraging tourist flows between Kenya and Zambia. Additionally, both parties will share their respective calendars of events to facilitate stakeholder engagement and foster regional cooperation in the spirit of the Africa Continental Free Trade Area.
The partnership holds immense promise for boosting tourism, enhancing bilateral relations, and driving economic growth. By leveraging our combined expertise and resources, both countries aim to create a robust tourism ecosystem and provide travellers with unforgettable experiences in Zambia and Kenya.
Voice of Tourism
