Although Zambia offers a wealth of natural resources in terms of flora, fauna and unique, unspoilt landscapes, as well as interesting cultural traditions and very hospitable, welcoming people, the destination is primarily considered as an ‘add-on’ destination to Southern African tours. The ambition of Sustainable Tourism Zambia is to position the country as a stand-alone destination, attracting more European tourists that stay longer, spend more and are more sustainability-aware. Through regular business export coaching, incoming tour operators and small and mid-range lodges will have a clear understanding on how to better serve different European niche markets such as adventure, eco- and safari tourism with improved, diversified products and innovative product packages. Market entry activities, such as trade fair participation, will help the companies to access the European market and acquire the necessary business contacts. Besides company coaching, CBI supports several institutions such as the Zambian Tourism Agency and Ministry of Tourism and Arts in order to present Zambia’s tourism offer more effectively, enhance sector collaboration, and widen the tourism offer by (further) developing Kafue National Park and the Livingstone area as important tourism hubs. CBI collaborates with Travelife to mainstream sustainable practices, and PUM is involved to improve the service quality levels of suppliers active in the tourism industry, both of which will contribute to the competitive position of the participating companies and the sector as a whole. Sustainable Tourism Zambia runs from 2019 until 2024, directly supporting 25 small- and medium sized enterprises active in the tourism sector. The goal is to achieve € 3.1 million additional export turn-over the end of the programme, and to create 60 additional direct jobs.