ITB Berlin News 2018 - Preview Edition

22 EXCLUSIVE INTERVIEW

22 EXCLUSIVE INTERVIEW ZAMBIA STILL OFFERS A TRULY AUTHENTIC AFRICAN HOLIDAY EXPERIENCE, WHERE THE ONLY THING THAT GETS SPOILED IS YOU Hon. Charles R. Banda Minister of Tourism & Arts, Zambia This year, Zambia is the ITB Berlin 2018 Convention & Culture Partner. We asked Hon. Charles R. Banda, Zambia’s Minister of Tourism and Arts what the key reasons were for the decision to partner with ITB Berlin. Zambia went into partnership with ITB Berlin due to the growing demand of Zambian tourism products across the globe. Zambia will leverage this partnership with ITB Berlin to sell the country’s unique setting to lure tourists, investors and general visitors to explore the amazing beauty of Zambia and to create an environment that ensures an equitable balance between the developmental needs of the country and an investment climate for wealth creation. As the Convention & Culture Partner of the World’s leading outbound Travel market, Zambia is taking its people, attractions, rhythms and food delicacies to Berlin to ignite the passion of the travel industry, and the German outbound market towards destination Zambia. How important is sustainable tourism for your nation? Zambia remains committed to sustainable use of natural resources, which is a result of good conservation and wildlife management, and it is a collective interest to ensure that the use of these resources is sustainable for future generations. Sustainable tourism has been a priority on the Zambian Government’s developmental agenda in ensuring that the principles for sustainable tourism are evident in the way natural resources are managed. Leading the way in this direction, the Zambian President, His Excellency Edgar Chagwa Lungu, has called on Zambians to be agents of creation of awareness of the massive benefits to be reaped from protecting sustainable tourism for development. How are tourism and transport infrastructure evolving in Zambia? The promotion of tourism in Zambia is part of a conscious strategy by the Government to diversify the economy. Zambia is an emerging and one of the fastest growing economies and is still one of the largest copper producing countries of the world. Now more Zambia – ITB Berlin 2018 Convention & Culture Partner Exclusive interview - Hon. Charles R. Banda, Zambia’s Minister of Tourism and Arts than ever before, Zambia is looking for more investments in the various sectors of the economy. The Zambian Government has rolled out a robust country infrastructure programme covering air and road sectors of the economy. Currently, the main airport, Kenneth Kaunda International Airport has been upgraded to world class to meet the ever-demanding needs of the travellers. The other two airports, the Harry Mwaanga Nkumbula in Livingstone at the Victoria Falls as well as the Simon Mwansa Kapwepwe Airport in Ndola on the Copperbelt province have also been upgraded to enable direct flights to these towns. On the road infrastructure, Government has rolled out the Link Zambia 8000, the pave Zambia 2000 and the Road Tolling programs. These projects are aimed at transforming Zambia into a truly land-linked country in Southern Africa. The Government has already provided an enabling environment which stresses the existence of a “government led” and “private sector-driven” tourism industry which aims at achieving 6% contribution to GDP by 2030. The Tourism sector is expected to grow faster than the wider economy and many other industries over the next decade. What is your key message to the world’s travel agents and tour operators present at ITB Berlin this year? As a country, at ITB Berlin, we want to demonstrate our tourism distinctiveness and the unspoiled exploits that we continue to enjoy. We have registered over 30 private sector operators who will be exhibiting at the Zambian stands whose profiles cut across most of the scope and destinations of our tourism in Zambia. Zambia still offers a truly authentic African holiday experience, where the only thing that gets spoiled is you. The depth of her cultures, the drama of her landscapes and wildlife plus the delightful and peaceful peopleall of this is closer than you think. This is the Zambia we want the world to take with them, this is the untold story we want to be told ITB BERLIN NEWS • Thursday 1 st March 2018 www.itb-berlin-news.com

SPECIAL FEATURE ADVENTURE TRAVEL 23 ADVENTURE TRAVEL & RESPONSIBLE TOURISM @ ITB BERLIN Recognising the increasing popularity of adventure and sport travel – a segment of the travel industry that is growing strongly – this year’s ITB Berlin features a special zone in Hall 4.1. Adventure experiences like this one in Costa Rica are an opportunity to emotionally connect with travellers. © ATTA / Hassen Salum The hall design, with intricate decorations, as well as events, features an obstacle course and adventure stage, that will enable the spectacular presentation of products, services and concepts in a lively environment. At ITB Berlin, under the banner of ‘Adventure Travel, Responsible Tourism’, this zone will provide an international forum for sustainable tourism. New trends will be highlighted as well as the facets of ecologically-friendly, socially responsible tourism. The focus is on travel which facilitates experiencing nature and discovering personal insights of the host country’s culture, while simultaneously making a contribution towards environmental protection and the well-being of the population Adventure Travel Taking Conservation to the Masses Adventure travel continues to grow and build awareness with new markets of travellers. As has been the case for the past 10 years, adventure companies continue to say they anticipate growth in the coming year: a recent survey published by the Adventure Travel Trade Association (ATTA) highlighted that more than 70% of businesses say they are growing; 40% of those say the reason for growth is new customers. ITB BERLIN JOINS ADVENTURE TRAVEL CONSERVATION FUND ITB Berlin has joined the Adventure Travel Conservation Fund (ATCF), an international non-profit focused on funding on-the-ground conservation projects around the world. Soraya Shattuck, ATCF’s Executive Director, said ATCF provides members in the travel and outdoor industry an avenue to directly support projects that are critical to protecting the future of adventure travel. Ms Shattuck said: “We are thrilled to have ITB join as a member of the ATCF and demonstrate its commitment to the conservation of these unique environments, cultures and communities that travelers value.” Rika Jean-François, ITB’s Commissioner for Corporate Social Responsibility, added: “We, at ITB Berlin, are very active in bringing responsibility into the DNA of tourism: ATTA has been a strong partner of ITB since many years. It is a perfect match for us to also support ATCF” International research firm Euromonitor in collaboration with the International Finance Corporation recently reported that soft adventure activities (narrowly defined as hiking, viewing nature/ ecotourism, kayaking, rafting, backpacking) constitute a global market valued at 0 billion involving an estimated 238 million tourists per year. Topping the list of adventure trends in terms of destinations and activities for 2018 are hiking, cycling, culinary and “environmentally sustainable” experiences in New Zealand, Australia, Scandinavia and South America. Christina Beckmann, ATTA’s Director, Education and Research, said: “In terms of motivations, adventure travellers say they’re seeking out adventure experiences in the hopes of expanding their worldview, bringing about greater mental and physical health, and connecting more deeply with their travel companions and those in the communities they visit.” A recent consumer study of more than 2,200 travellers conducted by Mandala Research found that 63% of all travellers say they are “much more likely” to consider destinations where there is a strong effort to conserve and protect natural resources. Ms Beckmann added: “Travellers expect experiences that are sensitive to local communities, the environment, and wildlife, and it is often the smallerscale businesses in remote and rural destinations that are having a direct impact. “Mindful of these shifts in consumer motivation and awareness of their environmental and social impact, destinations and tour operators alike are sharpening their focus on product development and marketing strategies as well as applying best practices for managing the impacts of so many visitors on destinations. Expect to see adventure destinations looking holistically at adventure market development with greater emphasis on distribution of visitors, management of peak and shoulder seasons and environmental and social monitoring and evaluation initiatives.” Ms Beckann said that through the experiences they provide, adventure guides and businesses can change the way travellers feel about the environment and people in other parts of the world. “Ultimately, adventure travel can change the way people decide to spend money and vote, the two most powerful tools in mitigating the effects of climate change on our world” Hall 4.1 / Stand 215 ITB BERLIN NEWS • Thursday 1 st March 2018