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THE African Tourism Board says it will support Zambia’s efforts to reshape and rebrand its tourism packages in order to boost tourism fortunes.

Board Chairman, Cuthbert Ncube, said Zambia was one of the best tourist destinations in the SADC region, priding itself with one of the seven wonders of the world, Victoria Falls.

He told Zambia’s High Commissioner to South Africa Major General, Jackson Miti, that his organization would strengthen relations with Zambia in a bid to promote tourism.

This is according to a statement issued by First Secretary Press and Public Relations at the Zambian High Commission in South Africa, Naomi Nyawali.

Mr Ncube said Zambia was a desired destination of choice on the continent and her efforts to rebrand will be supported.

He stated that the African Tourism Board cherished the close relationship with Zambia within the tourism framework and would ensure that relations were strengthened.

And Gen Miti said it was gratifying to learn that the African Tourism Board was committed to cementing relations with Zambia.

He said Zambia was working towards rebranding and re-energising tourism marketing strategies to ensure that the country was at the same pace with other African countries.

Gen Miti said the country has since constituted a National Working Group to coordinate the marketing and rebranding process of Zambia as premier destination of choice.

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