Strengthening Tourism Competitiveness and Destination Management

This component aims at strengthening Zambia’s tourism sector and improving its competitiveness through destination branding, tourism marketing, investment promotion, and improved destination management. It will support implementation of the Brand Zambia initiative, tourism marketing activities, development of the MICE tourism strategy, strengthening of the Zambia Tourism Agency’s ICT and institutional capacity, and investment promotion in coordination with the Zambia Development Agency. It will also strengthen the legal, regulatory and institutional framework for tourism, including tourism licensing reforms, regulatory impact assessments, green and climate-resilient tourism guidelines, and tourism facilitation at key border crossings. In addition, the component will expand support to MSMEs, tourism private sector associations, community-based entities and NGOs through technical assistance and matching grants to develop tourism products, improve businesses and facilities, access markets, create jobs, and increase community participation and benefits from tourism.