The Livingstone Initiative is also about promoting tourism. We believe that by raising awareness of Livingstone and Zambia as a tourism destination, we can help attract more visitors to the region, which in turn will benefit the community by helping to boost the local economy.
Zambia is a peaceful, democratic country with an amazing abundance of fauna and flora, areas of outstanding natural beauty, a wonderful eclectic mix of cultures and history, and the World Heritage Site at Victoria Falls.
We work closely with the Zambian Tourism Board, independent tour operators, businesses and other Zambian-based organisations.
In 2013, we conceived the 1st Livingstone international Cultural Arts Festival in partnership with the Zambia Tourism Board (ZTB). The ZTB are now hosting this festival annually in March. For 2017 the dates are 17–19 March.
The publicity generated by The Livingstone Initiative in the domestic and international media has been far greater than we hoped for – National Geographic Traveller, The Sunday Times Travel Magazine, The Independent on Sunday, British Airways High Life Magazine SA, The BBC in the UK, BBC South Africa, Journeys magazine, The Zambezi Traveller and the inflight magazines of Proflight and South African Airlines, to name just a few. The media has been hugely supportive of our work by helping us to achieve over US$ 500,000 worth of media coverage, across 78 countries around the world, with a reach of over 112 million readers.