The Zambia Tourism Agency (ZTA) and operator Airtel Zambia have signed what the two groups describe as a landmark memorandum of understanding (MoU) to enhance tourism planning and development using anonymised telecommunications data.
The aim of this strategic collaboration is to provide critical insights into visitor movement trends, enabling data-driven decision-making to promote and develop Zambia’s tourism sector.
In order to make this happen, Airtel Zambia will supply aggregated and anonymised data on traffic movement in designated tourism areas. The company emphasises that it will also ensure full compliance with data privacy regulations and maintain strict confidentiality for subscribers.
By analysing these insights, ZTA says it will gain a clearer understanding of visitor trends, peak travel periods, and mobility patterns, ultimately leading to more effective tourism strategies and policies.
ZTA Chief Executive Officer, Mr Matongo Matamwandi, explains: “In the tourism sector, performance is typically measured through international tourist arrivals, domestic tourist visits, tourism receipts, hotel occupancy rates, length of stay and tourist spending. While the Ministry of Tourism is currently working on a Tourism Satellite Account (TSA) to provide a more structured measurement of the sector’s contribution to GDP, ZTA has sought alternative methods to measure domestic tourism performance. This partnership with Airtel will enable us to access domestic tourism data through mobile phone analytics, supplementing existing data sources from heritage sites, museums, and national parks, which do not provide a comprehensive picture of domestic tourism activities.”
Among major attractions in Zambia are the Zambezi River, safari experiences, and, of course, Victoria Falls.
