About

Summary

In response to the Covid-19 pandemic, and the wish to drive future investment to help the growth of the Zambia economy, the new Ministry of Tourism urgently needed to produce a Tourism Investment Guide to attract investment into Zambia’s tourism sector and public sector assets, particularly in lesser visited regions.

Zambia is one of the fastest growing tourist destinations in Africa and is home to the UNSESCO World Heritage Site, the Victoria Falls, and the world-renowned South Luangwa National Park. It achieved an average annual increase of 8% in international tourist arrivals between 2015 and 2019.

Despite this growth, tourism in Zambia is currently fragmented around popular hot spots. With over 20 national parks and a rich culture, there is great potential for further development of the industry. The Investment Guide set out to attract investment for future development of the lesser-visited areas, helping to provide jobs and income opportunities for the communities in these areas.

Acorn co-ordinated and delivered recommendations, edits, new content, relevant images and designed an inspiring investment brochure and relevant annexes. The Guide was completed and print-ready within a month.

Our Approach 

In order to deliver the Tourism Investment Guide to an international standard and meet the very tight deadline, our approach was to work very collaboratively with the Ministry and Propero’s advisors.

To kick off the project, the Acorn put together a highly experienced editorial and design team. Our team met with the Minister of Tourism’s investment team to fully understand the Ministry’s priorities, particularly in relation to the areas and types of investments that should be prioritised.

We then conducted a review of other national tourism investment guides to identify best practice and advise the Ministry the most suitable format and design for the guide.

A detailed review of the Ministry’s initial draft was undertaken to identify the new content required and gaps in the information that should be filled. Whilst also helping to build an understanding around additional research that was required and identify any information that needed to be verified with the Ministry.

Using an existing image bank we had previously delivered for Destination Livingstone, we were able to quickly source images that represented the rich local culture as well as Zambia’s wealth of wildlife and stunning landscapes.

Outcome 

After the initial research and development phases of the project, the Acorn team produced a detailed 60-page guide. This included an overview of Zambia and its tourism industry, incentive and investment opportunities, case study examples, as well as a step-by-step guide for future investors.

The final copy of the Investment Guide can be found here.