Zambia rolls out intensive tourism marketing in Spain
Zambia has rolled out intensive tourism promotion in major cities around Spain in an effort to increase international tourists inflows into Zambia and open up the destination to new markets.
Zambia’s Ambassador to France Mr. Humphrey Chilu Chibanda who is also accredited to Spain and Permanent Represenative to the World Tourism Organistion (UNWTO), has disclosed that during his working visit to Spain in January this year, the Minister of Tourism and Arts Hon. Charles Banda brokered a marketing partnership with Spanish advertising giant Impursa where Zambia was offered support for intensive tourism marketing in major cities in Spain.
The Mission working in collaboration with Zambia Tourism Agency (ZTA) and Impursa has been putting together the right promotional materials for the Spanish market and the campaign was rolled out on 31st May 2017 starting with Madrid, Spain.
The marketing campaign will see Zambia’s tourism products with a focus on Safaris and the Victoria falls marketed through the various promotional medias used by impursa and the campaign will run for one to two weeks.
The Mission has commended Minister of Tourism and Arts Hon. Banda for his determination to market Zambia’s tourism potential and the willingness to open up destination Zambia to new markets such as the Spain.
The Mission was also grateful to Zambia Tourism Agency for their continued support to the efforts being made by Zambian Missions in contributing to marketing Zambia as tourist’s destination of choice on the African continent.
The Mission has therefore expressed optimism that this campaign will go a long way in marking Zambia the prefered tourism destination for the Spanish and other European tourists.
“Tourism is a competitive industry that needs diversified marketing efforts and opening up to new markets that are different from traditonal ones” Ambassador Chibanda commended.
Impursa is the largest and leading outdoor advertising company in Spain with accesses to more than 10,000 outdoor displays and 400 large format billboards displays located in more than 70 towns and cities throughtout Spain. The company uses among others, bus stop advertising, bill boards, roadside advertising and signage with a target audience of 500,000 million people within Spain and around Europe.
PHOTO: One of the promotional materials already on display at a bus station in Madrid, Spain