THE call by the Zambia Tourism Board (ZTB) for sector players in Zambia to craft positive and attractive strategies ahead of the United Nations World Tourism Organisation (UNWTO) general assembly next year should inspire operators to bolster their investment levels.

Investors in this sector, which is among the critical drivers of the economy must brace themselves for stiff competition which will ultimately lead to improved services as the country hosts the international showpiece in Livingstone.

It is also important for the sector players to start networking with their counterparts in neighbouring Zimbabwe, a country which will partner with Zambia in hosting the general assembly.

ZTB marketing director Mato Shimabale knows too well that more initiatives are needed in tourism for Zambia to cross the one million mark in terms of inflows.

Zambia has vast tourism potential and boasts a variety of unique attractions in wildlife, waterfalls and a favourable investment climate. Above all, the country has a stable political landscape.

While the country has a comparative advantage in the southern African region, it does not muster sufficient tourists because of certain limitations.

Infrastructure in national parks such as roads requires a facelift while the Government should continue restructuring the licensing regime which has proved tedious.

An aggressive marketing strategy must me adopted locally and abroad to be implemented throughout the year. Zambia has not attracted enough tourists.

For instance, Victoria Falls is one of the biggest and attractive waterfalls.