摘要
The Zambian government has identified tourism as one of the sectors that have the potential to promote growth and reduce poverty. Zambia does have a considerable comparative advantage in the tourism sector. However, to date, not enough has been done to translate that comparative advantage into competitive advantage. This paper discusses a number of ways in which Zambia＇s tourism sector can be more effectively promoted with a particular emphasis on the development of the creative arts. The country needs to provide incentives and opportunities for Zambia＇s artists and also be able to aggressively market its tourist attractions to the outside world by developing comprehensive, innovative, and cost-effective packages to potential tourists that will provide them with memorable, authentic, and edifying experiences to carry home.
