The Zambia Tourism agency has appointed Geoffrey Weill Associates (WEILL) to spearhead the establishment and development of its public relations and trade representation in North America. WEILL is anticipated to play a pivotal role in assisting the country to achieve its target of welcoming two million international arrivals this year.

The appointment forms part of a collaborative initiative spanning four countries, led by London's PC Agency, with additional contributions from France's Group Expression and Germany's Kleber Group. WEILL will be responsible for promoting authentic and sustainable travel to Zambia within the US market. The focus will be on showcasing the country's rich cultural heritage, adventurous spirit, wildlife, and Meetings, Incentives, Conferences, and Exhibitions offerings.

The agency has expressed its commitment to intensifying marketing efforts through a series of campaigns aimed at enhancing consumer and trade awareness globally.

Matongo Matamwandi, CEO of Zambia Tourism Agency, said: “We look forward to establishing and redefining Zambia across key markets. We will work together to ensure that key markets are well informed about our heritage, culture and safari offerings, which are unlike anywhere else in the world.”

Geoffrey Weill, WEILL President and Founder said: “WEILL is honoured, along with the PC Agency, to have been selected to build the Zambia brand and represent the Zambia Tourism Agency globally for media and trade representation.

“Our goal is to showcase Zambia’s extraordinary and insufficiently known offerings, and we are looking forward to supporting the tourism board’s mission to raise the country’s profile substantially, positioning Zambia as a must-visit destination.”

Zambia is home to one of the seven wonders of the natural world, the Victoria Falls, locally known as Mosi-oa-tunya (‘the smoke that thunders’), along with a diverse range of wildlife beyond the Big Five. It offers unparalleled safari and adventure opportunities.

WEILL's focus will emphasise Zambia's central role in experiencing the Victoria Falls and re-establishing the destination as the birthplace of the walking safari. This strategic approach aims to ensure that Zambia remains at the forefront of the minds of American travellers.