Zambia Tourism Agency-ZTA-says the media is a key stakeholder in the tourism value chain for sustainable development.
ZTA Chief Executive Officer, Felix Chaila says the role that the media plays is increasing in spheres like social interaction, cultural and educational aspects.
He says the media is playing an important role in the growth, development and promotion of tourism by creating awareness and understanding on the requirements of domestic and international tourists.
Mr. Chaila was speaking in Lusaka during the Tourism Media Master Class.
Media Key in Tourism Value Chain
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