Government has reaffirmed its ambitious target of attracting five million tourists in the coming years, with culture and tourism positioned as major drivers of inclusive economic growth and international cooperation. Vice President, Mutale Nalumango, says Government will continue…

Government has reaffirmed its ambitious target of attracting five million tourists in the coming years, with culture and tourism positioned as major drivers of inclusive economic growth and international cooperation.

Vice President, Mutale Nalumango, says Government will continue to strengthen cultural tourism through strategic investment, an enabling regulatory environment and stronger partnerships with the private sector and local communities.

ZANIS reports that the Vice President said this in a speech read on her behalf by the Ministry of Tourism Permanent Secretary, Evans Muhanga, during the official opening of the 6th Edition of the Diplomatic Funfair in Lusaka held under the theme “Zambia moves you connecting culture and inspiring the future.”

Mrs Nalumango said Government, under the leadership of President Hakainde Hichilema, recognizes the central role that culture plays in shaping national identity, strengthening unity, and building bridges of understanding among nations.

“Government recognises the central role that culture plays in shaping our national identity, strengthening unity, and building bridges of understanding among nations so we therefore see cultural exchange and engagements such as this as important platforms for advancing diplomacy, promoting trade, and deepening mutual understanding,” she said.

She said this year’s theme speaks directly to how the funfair has always represented the power of culture to move people, to move economies, and to move relationships forward.

Mrs Nalumango recalled that in line with the vision, the Ministry of Tourism officially launched the Brand Zambia Initiative on 3rd March 2026 under the inspiring theme “Zambia Moves You.”

She explained that the national brand captures the emotion, warmth and authenticity that visitors experience in Zambia from the Victoria Falls, to the richness of culture, the abundance of wildlife, the depth of heritage, and above all, the warmth of the Zambian people.

“Zambia moves you” is more than a slogan, it is an invitation to the world to come, experience, connect and be moved by Zambia. It also reaffirms our commitment to positioning Zambia as a distinctive, competitive and attractive destination on the global tourism stage,” she said.

Mrs Nalumango said as nations showcase the diversity of their culture through crafts, cuisine, music and fashion, participating countries have the opportunity to share their heritage and inspire the next generation to see the world as connected rather than divided.

She expressed delight that this year’s edition introduced a new feature, the Fashion Parade, presented under the sub-theme Connecting Cultures Through Fashion which allows diplomatic missions to showcase their traditional, cultural and contemporary attire while sharing the history and story behind each garment.

The Vice President noted that the parade was deliberately designed not as a competition, but as a celebration of diversity, with every participating mission and model recognised for their contribution.

Mrs Nalumango said as models conclude by walking together as one, they offer a powerful symbol of friendship, unity and cooperation among nations.

She added that occasions such as the Diplomatic Funfair provide a platform for countries to open their doors to one another, to share their cultures, tastes and traditions, and to encourage their people to travel, discover and appreciate one another.

Meanwhile, Dean of Diplomatic Corps in Zambia, Hawa Mohamed said the Diplomatic Funfair provides a unique opportunity for the diplomatic community and Zambians to engage and experience the rich traditions, food, music and performances of different countries, reminding everyone that despite different histories, nations share aspirations for peace, prosperity and development.

She said the Funfair is more than a cultural celebration, it is a space for dialogue, discovery and opportunity that promotes tourism, trade, investment and people-to-people connections while showcasing Zambia as a welcoming destination.

Earlier, Director of Culture, Bessie Chelemu welcomed guests to the Funfair, organised by the diplomatic community with support from Government, and expressed hope that the strategic platform will continue to grow.