Zambia wants African Tourism Board to implement inclusiveness approach

Zambia wants African Tourism Board to implement inclusiveness approach

African Tourism Board (ATB) CEO Doris Woerfel and Cuthbert Ncube, the new Vice President of ATB, met with Mwabashike Nkulukus, the Marketing Director of the Zambia Tourism Agency, today at Indaba, the largest travel industry trade show in South Africa, currently taking place in Durban.

Cuthbert Ncube told eTurboNews: “We had a very successful meeting and agreed on a need to a more synergized approach in the Southern African region.”

Zambia is calling for the African Tourism Board to implement and drive the inclusiveness approach. Priding Zambia with its geographic advantage location linking with 6 African nations, it is ideally situated to cooperate in the field of travel and tourism and every region’s exclusive products.

Mr. Mwabashike emphasized the need to have a brotherhood approach to help Africa to understand its full potential. The Zambia Tourism director was in full support of this great initiative and was looking forward to being part of the African Tourism Board.

In 2014  Mr. Nkulukusa joins the Zambia Tourism Board with over 10 years of industrial experience predominantly in the global tertiary education and tourism markets. His recent roles included that of Marketing Manager at the Australian Institute of Business and Technology (AIBT), Business Development Manager at the Zambia Centre for Accountancy Studies (ZCAS) and Tourism and Investment Marketing Lecturer at the Zambia Institute of Diplomacy and International Studies (ZIDIS). Among other qualifications, Mr. Nkulukusa holds a Postgraduate Diploma in Marketing from the Chartered Institute of marketing (CIM) and an MBA in Global Corporate Strategies from Cyprus. He is also a fellow and member of the Zambia Institute of Marketing (ZIM) and CIM respectively. ATM is confident that Mr. Nkulukusa brings to the Zambian tourism industry and its stakeholders elaborate experience, dedication, and passion as he has demonstrated throughout his career.

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Founded in 2018, 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, from, and within the African region. For more information and how to join, visit

Author: Juergen T Steinmetz

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.

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