Sustainable Tourism Growth and Marketing in Zambia: The Case of Natural Endowments as Drivers for Tourism

Abstract

This paper emanates from an analysis of secondary literature on sustainable tourism and marketing with a specific focus on nature-based tourism in Zambia. The Victoria Falls, bordering Zambia and Zimbabwe, and the wildlife assets are the two major categories of natural resources that are the draw-cards for especially international tourists travelling into Zambia. The protection, conservation and management of these natural resources are, therefore, essential for the survival and sustainable growth of the tourism sector over both the shorter and longer terms. This will ensure that the benefits derived from these natural resources accrue to and meet the needs of both the present and the future generations within the context of sustainable development. Together with the inputs from the tourism industry, the analysis is intended to showcase sustainable tourism in Zambia. The paper then raises questions for future research that will seek answers the questions of guiding principles for achieving sustainable tourism, marketing and promotion of local and international visitation to the country’s tourist attractions.