TUI Colourful Cultures Zambia

Promoting Tourism through Cultural Content Creation

Tourism destinations are home to unique and diverse cultures. TUI Colourful Cultures Zambia focuses on empowering artists and artisans to professionalise, gain access to new markets and promote their cultural heritage through tourism. Working in collaboration with Discover Zambia, a leading digital tourism marketing company, the project aims to build capacity for individual content creators and organisations that manufacture crafts. It also connects content creators to peers and organisations that need their services.

Content creators in Zambia play a key role in inspiring others to visit their country - they tell the impactful arts and cultural stories of the country and its communities. The project provides technical assistance to creatives and helps them to access markets where they can promote Zambia’s arts and cultural scene as well as its appeal as a tourist destination.

Discover Zambia is hosting three content creator workshops in Lusaka, Livingstone and Kitwe. These will build capacity amongst the creative community in Zambia and empower them to use the arts as a tool to promote tourism. The workshops will also create links to tourism organisations who can use their services once the training is complete.

75 participants will receive specialised training from trainers at Canon South Africa, Discover Zambia, Artisanal Institutions and Curators and Digital Media Specialists in Zambia. An award ceremony will also be held to recognise all the participants.

The participants will also showcase their work by working on social media campaigns with Discover Zambia. Overall, 90+ jobs will be supported through technical assistance as well as a total of 15 organisations.

The project ended September 2024.

Project Partner

Project Partner

Discover Zambia is a leading digital tourism marketing company. Their platforms are dedicated to showcasing the very best of this stunning African country, from its breath-taking natural wonders and diverse wildlife to its rich cultural heritage and friendly people. Today, Discover Zambia is rooted in the largest social media travel community showcasing Zambia with the goal of helping people discover the very best of Zambia and create memories that will last a lifetime. 

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