Improving the awareness in Finland of Zambia's diverse tourism attractions

Abstract: Tourism is one of Zambia’s undeveloped economic sectors, which if developed and marketed globally would provide employment, foreign exchange and international recognition. The purpose of this study was to find out how Zambia National Tourist Board could improve the awareness in Finland of Zambia's diverse tourism attractions and how Zambia is positioned in Finland as a tourist destination in Southern Africa. Primary data was collected by using long face to face interviews with members of the Association of Finnish Travel Agents, selected members from societies and clubs promoting adventure activities, staff at Zambia National Tourist Board and other tourism experts. Secondary data was derived from archival records. The data was analysed using inductive reasoning approach. The results of this study show that the image of Zambia in Finland is not strong and recognisable, there is a strong perception of poor safety for tourists, that Zambia is an expensive destination owing to the lack of direct flight connections, there is lack of promotional materials in local language, there is inadequate information on what Zambia as a tourist destination has to offer and that the positioning strategies adopted by Zambia National Tourist Board are ambiguous and are not structured. Consequently the recommendations are to set up a strategy to make available as much promotional materials. Furthermore, ZNTB must continue to position Zambia as an adventure tourist destination were one can enjoy exceptional wildlife and adventure. The Victoria Falls should be used as a unique feature around which an image can be developed.