n Journal of Contemporary Management - Using cultural diversity to enhance the Zambian GDP




This article is based on working out a strategic plan in the promotion of cultural tourism in Zambia. Though Zambia is endowed with many cultural heritage products, the country has not paid attention to the development, promotion and marketing of this very important tourism product. The government of the Republic of Zambia must create an enabling environment for its people and investors in general to participate in this lucrative business opportunity. Policies on the development, management and promotion of cultural tourism must be enacted so as to help the citizens and investors to participate in this business. Since the Zambian investors in this business will come late in the region, strategic management programs to have a fair competition in this industry must be formulated, implemented and monitored.


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