The Zambia National Tourist Board (ZNTB) will organize a European road show in October to help create more awareness on the country's tourism sector and to bring more tourists from that continent to Africa, local media reported on Friday.

ZNTB director Charity Lumpa said it was important for Zambia to market itself on the international scene to attract more tourists.

"We held some successful road shows in Australia and Canada and we are happy with the results so far," Lumpa was quoted by local newspaper The Post as saying.

Zambia is famous for the Victoria Falls, one of the world's most spectacular waterfalls and located on the Zambezi River, on the border between Zambia and Zimbabwe. It is also known for the numerous national parks, which are sanctuaries to a variety of African wild animals.

The country's tourism resources are not fully tapped partly because of lack of advertisement to the world.

Lumpa said the ZNTB was embarking on an awareness campaign both locally and internationally and results are beginning to show.

"The number of tourists going to Livingstone, the tourist capital, has steadily increased over the recent past," the director said.

As part of its deliberate marketing strategy, ZNTB has this year been conducting road shows in what is perceived to be key source markets such as South Africa and Namibia.

According to the ZNTB, the objectives of the road shows are to increase the levels of awareness among the travel trade in the markets and to link the Zambian operators with foreign ones selling tourist destinations.

(Xinhua News Agency September 15, 2006)