Zambia Tourism Secretary brings years of experience as a new board member to African Tourism Board


Zambia is taking a new leadership role in the newly founded African Tourism Board.  Dr. Ngwira Mabvuto Percy is the First Secretary of Tourism in the Zambian Embassy in Paris, France. He is also Zambia’s Liaison Officer to the UNWTO, and he is now a board member of the African Tourism Board (ATB). He is a seasoned public servant, diplomat, and a highly-qualified and experienced tourism professional with more than 15 years of work experience in the tourism field and more than 5 years in diplomatic and international relations. His professional experience and career development are both at the local and international levels.

Founded in 2018 as a project of the International Coalition of Tourism Partners (ICTP), the African Tourism Board is an association that is internationally acclaimed for acting as a catalyst for the responsible development of travel and tourism to and from the African region.

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In his professional and career life over the years, Dr. Ngwira has been a professional tourism practitioner, diplomat, consultant, lecturer, and key advisor to tourism ministers and other senior government officials on tourism issues, international relations, diplomacy, and UNWTO matters.

An academician with published scholarly works to his name, Dr. Ngwira holds a PhD in Tourism Management (Spain), an MA in Diplomatic Studies (United Kingdom), an MSc. in International Rural Development with specialization in Tourism Management (United Kingdom), a BA in Hotel, Tourism and Catering Management (Hong Kong SAR, China), and a Diploma in Hotel and Tourism Management (Zambia).

As a public servant and diplomat, Dr. Ngwira’s vision is to advocate for the development and implementation of policies aimed at fostering sustainable development that contributes to the overall social-economic emancipation at local and international levels in Zambia and other parts of the world.

Being a tourism professional, Dr. Ngwira believes that tourism is an important driver of socioeconomic growth and development, with significant impact on poverty alleviation, revenue generation, job creation, investment, infrastructure development, and the promotion of social cohesion. He believes that tourism has the power to stimulate and make a meaningful contribution to the overall development in the world.

The African Tourism Board provides aligned advocacy, insightful research, and innovative events to its members. In partnership with private and public sector members, ATB enhances the sustainable growth, value, and quality of travel and tourism to, from, and within Africa.

The association provides leadership and counsel on an individual and collective basis to its member organizations and is expanding on opportunities for marketing, public relations, investments, branding, promoting, and establishing niche markets.

The ATB is currently involved in tourism security and wellness summit in member countries, PR and marketing, media outreach, trade show participation, road shows, webinars, and MICE Africa.

The official launch of the organization is planned for later this year.

To learn more about the African Tourism Board, how to join and get involved, click here.

Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1979), beginning as a travel agent up through today as a publisher of eTurboNews (eTN), one of the world’s most influential and most-read travel and tourism publications. He is also Chairman of ICTP. His experiences include working and collaborating with various national tourism offices and non-governmental organizations, as well as private and non-profit organizations, and in planning, implementing, and quality control of a range of travel and tourism-related activities and programs, including tourism policies and legislation. His major strengths include a vast knowledge of travel and tourism from the point of view of a successful private enterprise owner, superb networking skills, strong leadership, excellent communication skills, strong team player, attention to detail, dutiful respect for compliance in all regulated environments, and advisory skills in both political and non-political arenas with respect to tourism programs, policies, and legislation. He has a thorough knowledge of current industry practices and trends and is a computer and Internet junkie.