In a bold move to enhance its global tourism profile, the Zambia Tourism Agency (ZTA) has revealed plans to engage international football superstar Cristiano Ronaldo as part of its marketing strategy.
But can leveraging a celebrity with over 1.1 billion social media followers truly transform Zambia’s image and attract millions of tourists?
The Challenge of Recognition
Recent surveys conducted by the ZTA highlighted a surprising lack of awareness regarding Zambia’s iconic Victoria Falls, with approximately 60% of respondents mistakenly believing it is located in Zimbabwe.
“We tasted that. The majority were saying it was in Zimbabwe, while another 25% thought it was in South Africa,” said Matongo Matamwandi, ZTA Chief Executive Officer.
This indicates a pressing need to change perceptions and increase visibility for Zambia as a premier travel destination.
Engaging Global Icons: A Strategic Move?
Matamwandi shared the agency’s ambitious goal of securing Ronaldo’s involvement in their marketing campaign during the Apple Bite Media’s Unwind and Connect Networking Mixer.
The plan was straightforward yet high-stakes: bringing Ronaldo to Victoria Falls for a single photo opportunity wearing a T-shirt that read “I love Zambia.”
“That one post could have reached our target audience of 1.1 billion people digitally,” Matamwandi explained.
However, the cost associated with such global influence is significant.
Ronaldo’s agents quoted a fee of $5 million, which is still a hefty price for the ZTA, given that this amount represents their entire marketing budget for three years. So, is it worth the investment?
Shifting Focus: Can Lower-Tier Celebrities Make an Impact?
While Ronaldo may currently be out of reach, ZTA is now considering engaging “slightly lower-tier celebrities” to amplify Zambia’s tourism narrative.
This raises the question: can local influencers or regional stars effectively promote Zambia’s attractions without the astronomical costs associated with global icons?
Matamwandi pointed to comedian Steve Harvey’s recent visit to Zambia as an example of how celebrity engagement can generate significant attention without incurring costs.
Could a strategic focus on more accessible influencers yield similar results in promoting Zambia’s unique offerings?
A Call for Local Ambassadors
Beyond celebrity endorsements, Matamwandi urged Zambians to become ambassadors for their own country by sharing positive stories that highlight Zambia’s natural beauty and unique experiences.
“Tourism isn’t just a sector—it’s a sustainable, inclusive economic pillar,” he emphasized.
This brings us to another critical question: how can everyday citizens leverage social media and digital platforms to promote tourism in Zambia?
By encouraging content creators and individuals to share their experiences, the ZTA could harness grassroots efforts to complement its marketing strategies.
The Future of Zambian Tourism Marketing
As Zambia continues to develop its tourism marketing strategies, engaging global icons like Cristiano Ronaldo may be one avenue, but it should not overshadow the potential of local voices and influencers.
The real challenge lies in creating a cohesive narrative that showcases Zambia as a premier travel destination while fostering community involvement.
Is celebrity marketing the key to unlocking Zambia’s tourism potential, or should the focus shift towards empowering local ambassadors?
As the ZTA navigates these questions, the future of tourism in Zambia depends on innovative strategies that resonate with both local and international audiences.