Approach:
The country’s approach is guided by several key documents and frameworks:
Zambia Tourism Masterplan (2018-2038): This 20-year strategy highlights the crucial role of human capital in the development of the tourism sector. It serves as a roadmap for enhancing the economic impact of tourism in the country.
Tourism Recovery Strategy: This strategy guides ZITHS, along with the UN Tourism Education Guidelines, in their efforts to develop human capital.
Eighth National Development Plan: This plan also provides guidance for ZITHS, alongside the UN Tourism Education Guidelines and the Tourism Recovery Strategy.
Short-Term Marketing Strategy: Launched by the Ministry of Tourism through the Zambia Tourism Agency (ZTA) in October 2021, this strategy aims to increase annual visitor traffic to 1,500,000 for both business and leisure travel. This initiative underscores the importance of attracting more visitors to the country.
Human Capital Development: The Ministry of Tourism prioritizes the human element in sector development. It recognizes that a destination’s competitiveness relies on its knowledge resources. Therefore, optimizing human resources through education is a key priority.
Zambia Institute for Tourism and Hospitality Studies (ZITHS): As the specialized public organization mandated to train, educate, and conduct research in the tourism and hospitality sectors, ZITHS plays a pivotal role in implementing Zambia’s tourism strategy. ZITHS is actively working to implement the UN Tourism Education Guidelines.
United Nations Tourism Education Guidelines: ZITHS has adopted these guidelines as a toolkit for transformation. The guidelines include initiatives to increase access to tourism education, update curricula, integrate tourism education into secondary schools, innovate undergraduate and graduate education, standardize certifications, expand quality assurance, and connect graduates with employment.
Integration of Tourism Education in the Curriculum: The Ministry of Education has integrated Tourism Education into the Zambia Education Curriculum Framework (ZECF 2023-2033). This integration will improve the quality of graduates and the attractiveness of the sector for job seekers.
Travel, Hospitality and Tourism Education Summit: This summit is designed as a platform for dialogue among stakeholders to identify gaps in skills related to the tourism sectors and to establish a roadmap for building capacity. The summit also seeks to amplify the adaptation of the UN Tourism Education Guidelines. The third summit will be held from April 7th-9th 2025, with the theme “Understanding the knowledge and skills gaps in Africa’s Trade in Services Industry: Empowering Africa’s workforce in the AfCFTA era”.
Key Objectives
- To increase visitor numbers and enhance the tourism sector’s economic contribution.
- To develop a skilled workforce capable of meeting the demands of the tourism sector.
- To prioritize education and human capital development as essential components of tourism growth.
- To align national efforts with international guidelines, such as the UN Tourism Education Guidelines.
- To create a sustainable and lucrative recovery for the sector by tapping into the potential of intra-Africa tourism.
- To establish partnerships for faculty development and student exchange programs.
In summary, Zambia’s tourism strategy focuses on increasing visitor traffic, developing human capital, and aligning with international standards to ensure sustainable growth and economic benefits.
Join the Summit
The Travel, Hospitality and Tourism Education Summit is a recurring event organized by the Zambia Institute for Tourism and Hospitality Studies (ZITHS).
