Nation Branding Zambia: Putting Zambia on the Map as a Photographic Safari Destination

Abstract

Zambia’s tourism industry has been identified to have growth potential, with a strong diversity in photographic safari offerings and tourism experiences. Zambia’s photographic safari product is characterised by an abundance of wildlife and scenic resources which provide tourists with a truly authentic experience, reminiscent of old Africa. However, due to Zambia’s substandard Nation Brand, its photographic safari product is overshadowed by its regional competitors. This exploratory qualitative research study investigated the lived experiences of private photographic safari operators, as they navigate the challenges posed by an insufficient Nation Brand, while also relying on their own funds and resources to market both their offerings and the country as a whole. Through conducting in-depth interviews with active photographic safari operators, marketers of Zambia’s photographic safari sector and stakeholders in the tourism industry, this study found that the private tourism sector is financing, managing and promoting Zambia’s tourism industry; which negatively impacts on the profitability of respective operators' businesses. The above factors are compounded by a lack of government support and legislation, which nurtures and facilitates the growth of the industry. This research report details the significant growth factors and opportunities put forward by the participants to enhance the future prospects of Zambia’s Nation brand. Further study is proposed to formulate an effective Nation Brand for Zambia in order to unlock the full potential of its tourism sector, placing it on a level playing field with its regional competitors.