Zambia: the land of the legendary African walking safari, the Victoria Falls, the wild Zambezi River, breath-taking lakes, abundant wildlife, and raw, pulsating wilderness, all in one friendly country.

Although the recession has been tough on many African countries in 2010, Margaret Makungo, Director of Zambia Tourism Board, is optimistic as it gears up for the year 2011. She spoke with Vacation Magazine Radio show Editor-in-Chief Michael Oz about the reasons behind the positive forecast.

“VM”: Margaret, you are the Director of Zambia Tourism Board (ZTB) in Washington DC, what are your responsibilities?

Margaret Makungo: As Director of the Zambia Tourism Board I represent ZTB in North America. I am mandated to help increase arrivals to Zambia by 40% in the next 5 years. I work with the travel trade such as tour operators and travel agents. I provide information through brochures and word of mouth where applicable. I visit agents through sales calls to keep them informed about Zambia’s tourist attractions. The support to the trade includes arranging for familiarization trips to Zambia and we also plan the same to the American media.

“VM”: What are your travel experience and carrier in travel industry in general and ZTB in particular?

Maragaret Makungo: I have travelled to the major tourist generating countries for Zambia which are Britain, Germany, Italy, South Africa and others. I have been in the industry since 1977. My carrier began as a bookings officer for Zambia National Tourist Board and rose to Controller of Marketing services responsible for domestic services. I have been in Foreign Service selling Zambia tourism since 1998. I started in South Africa and in 2004 I got transferred to the US. I hold a Master of Science degree in tourism obtained from Britain.

“VM”: How many offices and where ZTB has in US and in the world?

Maragaret Makungo: In the US regrettably only in DC. The other external offices are in London and Pretoria in South Africa. Our head office is in Lusaka with a regional office in Livingstone the home of the Victoria Falls. “VM”: What’s ZTB brings to America market this year?

Maragaret Makungo: In 2011 I hope the figure will be up by at least 4% However, US registered 50,000 arrivals in 20009.

“VM”: How many flights from USA do you have weekly?

Maragaret Makungo: South African Airways has daily flights out of JFK and Dulles Ethiopian Airlines also have daily flights out of Dulles. Please note that these are not direct flights to Zambia but via Johannesburg and Addis Ababa.

“VM”: Margaret, give the sample of 10-12 days Zambia trip please?

Maragaret Makungo: A sample of a 10-12 day Zambia trip would be as follows:

• Livingstone Victoria Falls and adventure activities 3 days

• Lower Zambezi safari including canoeing 3 days

• South Luangwa National Park Walking safaris 4 and Bush camps, regular safari

• Lusaka for winding down at Chaminuka private game serve • Enjoy the cheese cave experience and marvel probably Africa’s largest art collection

“VM”: What are Zambia’s strongest selling points and what is selling best for you?

Maragaret Makungo: We offer an authentic safari experience disappearing elsewhere. There is only one Victoria Falls famed as Africa’s greatest tourist spectacle. Our authentic culture does not cater and depend on tourism industry. We celebrate our cultural heritage through long age traditional ceremonies. The dates do not do according to the Gregorian calendar. The peace that has prevailed in Zambia a land locked country. A peaceful haven with a very friendly people.

“VM”: What is the key to a successful relationship between ZTB and media?

Maragaret Makungo: This area has not been developed well but ZTB strives to open Zambia to as many travel journalists to go and sample the attractions. We have had very few press trips. The challenge of not having your own carrier negates efforts to get the press to experience Zambia and be able to write about it. In the next year, ZTB plans to cultivate a closer relationship with media.

“VM”: Who are your major competitors?

Maragaret Makungo: I would say those offering a similar product may Botswana, Zimbabwe, and South Africa etc. However, I also look at them as potential partners. We have attractions that complement one another which we encourage to be packaged together. In our diversity lies our strength. Africa is a long way from the States and tourists prefer to visit more than one destination in a trip. I focus on the diversity than on similarities in our products.

“VM”: What is the economy doing to current situation and to strategic planning for ZTB?

Maragaret Makungo: Government recognizes the importance of tourism as an economic sector. As a developing country we need to alleviate levels of poverty what better sector than tourism to make meaningful contributions. Tourism in Zambia as been elevated to the number 2 position on our priority agenda second to agriculture. To that end government has set aside funds for the promotion of Zambia through ZTB and infrastructural developments. We are also inviting investment in the sector.

“VM”: What do you see as the biggest risk and difficulties to travel industry now in general and Zambia in particular? Maragaret Makungo: I see no risks involved as tourism is the kindest industry in the world. It is about hospitality. Difficulties are many one being not having enough Americans visiting our country. But inadequate funds to fully promote the destination “VM”: Is Zambia becoming more expensive destination for Americans tourist? Maragaret Makungo: I do not think so however, this is an area we need to look at if that is the word out there.

“VM”: How many tourists visited Zambia in 2010? Maragaret Makungo: This figure is not yet available but it is less than a million we are looking forwarding to attaining that figure soon. In 2009 it was just under 710,000 “VM”: How many tourists from USA in 2010-2011? Maragaret Makungo: The figure for the period asked is not available but in 2009 US register about 50,000

“VM”: How many hotels and hotel rooms do you have in Zambia Altogether? Maragaret Makungo: Zambia has over 10,000 beds

“VM”: Thank you for the interview.

Victoria Falls are a spectacular sight of awe-inspiring beauty and grandeur on the Zambezi River, bordering Zambia and Zimbabwe. Described by the Kololo tribe living in the area in the 1800’s as ‘Mosi-oa-Tunya’ - ‘the Smoke that Thunders’. Victoria Falls is by some measures the largest waterfall in the world, being twice as wide and one and a half times as high as the Niagara Falls.