Zambia has some of the best natural resources for a successful tourism industry in Africa, but is only now starting to exploit them
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| Plans to make wildlife areas accessible to tourists give high priority to preserving the natural environment |
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ith its abundance of wildlife and unspoiled natural landscape of lakes and rivers, forests, plains and wetlands, Zambia remains among the least disturbed and commercialised countries in Africa. “Zambia is the real Africa,” says Patrick Kalifungwa, Minister of Tourism, Environment and Natural Resources. “To explore it is to step back into Africa as it has been for centuries. This is a destination where tourists can experience Africa’s last true wilderness.”
Yet despite possessing some of the richest tourism resources on the planet – including the Victoria Falls, one of the wonders of the natural world – Zambia’s tourism industry has up to now been left undeveloped, accounting for less than 3 percent of GDP. The country has no fewer than 19 national parks and 34 game management areas covering 33 percent of the country, only 5 percent of which has been developed for tourism. Visitor numbers have been rising over the past decade but still total only around half a million per year. Mr Kalifungwa describes Zambia as “the sleeping giant of Africa’s tourism.”
This is a situation the government is determined to change. It hopes to double the tourist intake by next year and its long-term vision is to make Zambia a leading tourist destination and a major contributor to the economy, job creation and the reduction of poverty.
The government is focusing on diversifying Zambia’s tourism appeal and on developing the necessary infrastructure. Both local and foreign investors are being encouraged to get involved. “We aim to bring about growth in the industry by encouraging private sector investments and by diversifying tourism away from being mainly wildlife based,” Mr Kalifungwa explains.
The
country is being promoted as an ideal location for outdoor adventure
holidays with everything from game drives and walking safaris –
pioneered in Zambia – to canoeing, fishing, micro-lighting, whitewater
rafting and rock climbing.
Zambia is a peaceful and stable country with a friendly and welcoming
people, free of the civil conflicts that have affected some of its neighbours.
It has a rich and cultural heritage and there are a number of well-established
camps where the indigenous people have opened up their villages to visitors.
“Zambia’s cultural diversity offers tourists a chance to experience
the real African life,” says Mr Kalifungwa. “Our 72 ethnic
groupings display unique and exciting traditions in music and dances,
arts and crafts, and traditional ceremonies.”
Both local and foreign investment is being welcomed into the sector, and the emphasis is being put on private sector development, assisted by the Ministry and the Zambia Investment Centre. The National Heritage Conservation Commission has catalogued 1,700 potential sites for tourism development that remain unexploited, comprising archaeological, geological, historical, natural and traditional sites. Five priority areas have been identified for investment: the cities of Livingstone and Lusaka, and the Kafue, Lower Zambezi and Luangwa national parks.
At the same time, the authorities are fully aware of the need to preserve the very thing that gives Zambia its main appeal. The objective is environmentally sustainable growth, preserving the landscape, flora and fauna. Zambia’s Transitional National Development plans specifies that development of the sector will be undertaken “in a manner which protects natural resources to ensure the long term sustainability of tourist key attractions.”
The government is keen to encourage the participation of Zambians in the industry. Charity Lumpa, Managing Director of the Zambia National Tourist Board, says: “The major thrust of today’s tourism is towards community-based initiatives, because we feel that the involvement of local populations in the tourism industry is essential. We would like investors to come to Zambia and to integrate their businesses with the community. Each tourist that comes into Zambia, means more jobs for Zambians.”
New tourist routes and improved air travel are planned. Livingstone International Airport has been rehabilitated, allowing for increased traffic and tourist arrivals. The number of passengers passing through the airport increased from 35,246 in 2001 to 63,861 in 2003. Lusaka International Airport has also been upgraded.
Marketing and promotion is also being improved. Zambia is now regularly represented at international fairs and exhibitions to expand interaction with the travel trade. “We are getting the market to be more aware of Zambia, which did not happen several years ago,” says Ms Lumpa.
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| Intercontinental Lusaka, making guests feel at home | ||
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Fully equipped to meet the world standards visitors expect
Ideally placed in the heart of Lusaka’s commercial district, the Intercontinental Hotel is capitalising on the completion of a four-year renovation project, and looking to attract an increased business and tourist clientele.
Now a landmark in Zambia’s capital city, the hotel boasts 221 rooms all refurbished and equipped to accord with the worldwide standards of the Intercontinental Hotels Group. Modern information technology features in all rooms. Two restaurants offer traditional local dishes and food from Spain, Greece, Morocco and Lebanon. Attractions include an outdoor pool, a gym, a shopping arcade with a South African Airline desk and free airport connection.
Says General Manager Ian D. McLachlan: “What we did was to identify what the businessman really wants, such as a 24-hour business centre and 24-hour room service, a tradition of Intercontinental Hotels.”
He says that business travellers feel at home because they enjoy the same quality of service found in other hotels owned by the group. There is a fully functional business centre and six meeting rooms, and guests have included officials from the World Bank and the International Monetary Fund.
Mr
McLachlan hopes to attract more Zambians by means of a homely atmosphere
and welcoming approach. He says: “It is important that we have
a strong relationship with our local clients because business will continue
here. There is always a traffic of local people from the Copperbelt
to Lusaka. The local market cannot be ignored.”
The hotel arranges safaris, organises fundraising for the organisers
of traditional ceremonies, and is the venue for national celebrations
held by many European countries.
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| Taj Pamodzi Hotel offers luxury to business and leisure guests | ||
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A contemporary style and a comprehensive range of services
Personalised world-class service with an authentic Indian feel has made the Taj Pamodzi Hotel a luxurious venue for both the business and leisure traveller.
Set in tropical gardens in Lusaka’s business and government district, the hotel has spent over £4.4 million to provide a comprehensive range of services. With 200 rooms including three suites, the hotel also has a coffee shop, a bar, a steak and grill restaurant, a shopping arcade, a swimming pool and a health club spa.
The Taj Pamodzi is part of the worldwide Taj Group of Hotels, which began in 1903 in India and has won international fame for its business facilities and quality of service. Taj became involved in the Pamodzi some ten years ago, when its parent group acquired 70 percent of the shares. “Today, the hotel could be in any part of the world as a five-star international hotel,” says General Manager Anil Mohan explained its attraction. “The thing which strikes people who see it for the first time is that it has been done in a very contemporary style, which every modern traveller is looking for, and yet the local essence has not been lost.”
Mr Mohan would also like to see Lusaka attracting more leisure visitors. “Zambia is a wonderful country and Lusaka is a wonderful city,” he says. “If somebody comes to Lusaka they want to go to Livingstone, and the Luangwa, Kafue or Zambezi national parks. Lusaka has a role to play as a hub catering for various packages which need to be evolved by the tour operators and travel agencies.” Mr Mohan believes that Zambia’s capital is also an excellent location for business events. “We must promote more conferences in Lusaka,” he says. “All the facilities are available.”
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| The new conference centre at the Holiday Inn Hotel | ||
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Modern facilities and a long, distinguished history
One of the best known hotel addresses in Lusaka, The Holiday Inn Hotel has celebrated over 50 years of successful business. Today, modernised and updated, and it remains one of the leading hotel properties in the capital.
Located in the business district of Lusaka, the hotel is in close proximity to government offices and embassies, shopping and entertainment areas. Built in the early 1950s, to a design believed to be a replica of a hotel in the South of France, it was originally known as The Ridgeway.
Distinguished former guests have included the Queen Mother and the Duke of Edinburgh, the Aga Khan, former Zambian President Kenneth Kaunda and the Emperor Haile Selassie.
The hotel’s Managing Director, Bruce Chapman, is also Chairman of the Tourism Council of Zambia and a member of the Zambia National Tourism Board. He explains how the Holiday Inn has been transformed since becoming owned by the Southern Sun Hotels and Resorts group.
Mr Chapman says: “It has been a fascinating experience for me to manage the transition of the hotel from being a grand old property to being a first class hotel offering all of the facilities expected by the traveller of today, whilst at the same time keeping the original Ridgeway character.”
The latest development, the new Zango conference centre, which offers top class facilities, has proved a huge success. In addition, the garden grill has been renamed the Musuku Restaurant, paying homage to the original Ridgeway hotel restaurant.
Says Mr Chapman: “This hotel has a lot of history in Zambia. It is known as being a Zambian hotel. We like the locals to still call it the Ridgeway Hotel.”
Tel: +44 20 76296213, Fax: +44 20 74953707 - [email protected]