The CBI's tourism export promotion program includes support for Business Service Organisation (BSOs) such as tourism boards, tourism associations, etc. We have been working with the Zambia Tourism Agency (ZTA) to develop their strategy, systems and capacity towards improved organisational effectiveness and efficiency,based on an MoU between CBI and the ZTA
The programme kicked off with a strategic conference where stakeholders identified the main tourism gaps, including insufficient stakeholder alignment and communication. We also conducted an organisational assessment using CBI's BSO diagnostic assessment tool and identified limited tourism industry knowledge and experience, poor digital marketing technology and skills and gaps in market intelligence and measurement as key shotcomings,
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