Last updated: 24 September 2026
Tourism businesses in Zambia's Northern Province are being urged to make greater use of digital platforms to attract visitors and increase the visibility of some of the country's lesser-known destinations.
The call was made during a two-day tourism capacity-building workshop in Kasama, where Director of Tourism Dr Andrew Chilufya said the internet increasingly influences how travellers decide where to visit.
"Tell the world we are here in Kasama and we can offer a great experience in tourism," Chilufya said.
Northern Province is home to attractions including Chishimba Falls, Kalambo Falls, Lake Tanganyika, Nsumbu National Park, the Mwela Rock Paintings and Moto Moto Museum.
Kasama is being positioned as a gateway to the wider northern tourism circuit.
DIGITAL VISIBILITY BECOMES MORE IMPORTANT
The push reflects a broader shift in how Zambia is marketing tourism.
Travellers increasingly discover destinations through search engines, websites, online maps, social media, videos and digital travel platforms before deciding where to spend their money.
The Ministry of Tourism has also been encouraging tourism businesses, content creators and other stakeholders to use digital platforms to increase Zambia's international visibility.
Official Zambia Tourism Agency data illustrates the opportunity.
Chishimba Falls recorded 10,734 visits in 2024, while Kalambo Falls recorded 2,086. Lumangwe Falls also experienced an increase in international visitors.
The figures show that attractions outside Zambia's most internationally recognised destinations are receiving visitors, but there remains considerable room to increase their visibility.
PART OF A BIGGER TOURISM TARGET
Zambia is working toward attracting five million international tourists annually by 2031.
Government has also been investing in infrastructure intended to support Northern Province's tourism industry, including improvements to Kasama Airport and additional accommodation.
The Kasama workshop comes during Tourism Week and amid a wider national discussion about how digital technology and artificial intelligence could be used in Zambia's tourism industry.
Assistant Director of Tourism Francis Chiwele said developing destinations must also go together with good customer service and visitor experiences.
The workshop is being organised by the Zambia Institute of Tourism and Hospitality Studies as part of Tourism Week activities.
For Northern Province, the challenge is increasingly not just having attractions worth visiting, but making sure potential travellers can discover them online in the first place.
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