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Zambia Tourism Agency appoints The PC Agency as its global PR and Trade Marketing representative

We’re excited to announce The PC Agency has been appointed by the Zambia Tourism Agency to establish and develop its public relations and trade representation in the UK, USA and Europe.

The PC Agency is Zambia Tourism Agency’s first agency representative globally, and will be responsible for promoting authentic and sustainable travel to Zambia, highlighting the country’s wealth of culture, heritage, adventure, wildlife, and MICE offerings. 

As the lead global agency, The PC Agency, along with its Travel Lifestyle Network partner agencies in France (Group Expression) and Germany (Kleber Group), and its USA partner Geoffrey Weill Associates, will drive Zambia’s dynamic, destination trade marketing and PR strategy for the UK, European and American markets.

Additionally, The PC Agency will focus on increasing visitor numbers to the projected target of two million international arrivals for 2024 and will create strong and successful campaigns to drive consumer and trade awareness around the world.

Matongo Matamwandi, Chief Executive Officer of Zambia Tourism Agency, said “We are delighted to appoint The PC Agency and its sister agencies as our global PR representative as we look to establish and redefine Zambia across key markets. We will work together with The PC Agency to ensure that key markets are well informed about our heritage, culture, and safari offerings which are unlike anywhere else in the world.”

Paul Charles, CEO of The PC Agency, said “The PC Agency is honoured to have been selected to build the Zambia brand and represent the Zambia Tourism Agency globally for media and trade representation. Our brand approach will successfully showcase Zambia’s fantastic offerings to key markets across the globe and we are looking forward to supporting the tourism board’s mission to raise the country’s profile substantially, positioning the brand as a must-visit destination.” 

Revealed as one of ABTA’s top 10 hotspots for travellers in 2024, Zambia is home to one of the seven wonders of the natural world, the Victoria Falls, known as the Mosi-oa-tunya (the smoke that thunders). as well as an abundance of wildlife beyond the big five, with unparalleled safari and adventure opportunities. 

The PC Agency will redefine Zambia as the ultimate place to experience the Victoria Falls, as well as re-establish the destination as the original home of the walking safari, to ensure that Zambia is kept top-of-mind for holiday goers.


For media enquiries, please contact
Paul Charles / Katie Moine / Sophie Holloway / Kate Pernfuss / Ellie Lowry / Emma Kelly
via Zambia@pc.agency or 020 7768 0001.