Lusaka, Zambia: The Government of Zambia, in collaboration with the United Nations Development Programme (UNDP), launched a renewed national branding initiative, the Brand Zambia. This initiative is founded on the belief that a strong national brand is vital for shaping Zambia’s image, enhancing its global standing, and supporting inclusive national development. Brand Zambia, which goes beyond a mere marketing exercise, will function as a unifying national endeavour that articulates Zambia’s unique value proposition through a consistent narrative that transcends sectors, politics, and social divides, reflecting the country’s development ambitions and fostering a shared identity, reflecting Zambia's positioning based on past, present standing and future aspirations.

The formal unveiling, officiated by H.E President Hakainde Hichilema, was attended by stakeholders from the private sector, government, development partners, the creative sector, the media, among others. In his remarks, the President reiterated the importance of collective ownership and inclusion in shaping Zambia’s national identity and emphasised the need to leverage coherence and a consistent brand across sectors to create a national narrative that is uniquely Zambian, reflecting the country’s development ambitions and fostering a collective vision.

The initiative originates from the President’s commitment to reshape how Zambia’s story is told—both domestically and internationally. This vision was further reinforced during discussions with the UNDP Regional Director for Africa, Ms Ahunna Eziakonwa, when she visited Zambia in 2024, during which UNDP was tasked to support this  strategic effort to unite stakeholders and experts to reimagine and develop a single national Brand. These efforts brought together the Technical Working Group, co-chaired by the Ministry of Tourism and the Ministry of Information, the Steering Committee chaired by Cabinet Office and administrative support from the Secretariat under the Ministry of Foreign Affairs.

The partnership between the Government of Zambia, the people of Zambia, and UNDP, which established the Brand Zambia initiative, offers a crucial opportunity to rethink partnerships and investments in a unified manner that could unleash the country's full socio-economic potential and position it as the land-linked hub for regional transformation and prosperity. Brand Zambia will concentrate on leveraging innovation, promoting inclusivity, and enhancing governance as core pillars across key sectors for sustainable development.

By effectively developing and managing its unique national brand, Zambia is positioned to boost its competitiveness, attract investment, and promote socioeconomic growth in line with the ambitions of Vision 2030. Brand Zambia aims to reshape the country’s identity and story, grounded in national heritage and legacy, while empowering citizens across generations to be part of the evolving narrative that inspires hope and action, ensuring no one is left behind.

“Brand Zambia is not a superficial campaign. It is a crucial reaffirmation of Zambia’s global significance, and UNDP is proud to be part of this effort. A renewed brand narrative signals the start of a more deliberate dialogue between Zambia and the world, where ambition and authenticity work hand in hand to shape new realities and opportunities,” said James Wakiaga, UNDP Resident Representative in Zambia.

The realisation of National Brand's tagline, “Zambia Moves You,” signifies a nation in motion. It acts as a personal invitation to join a transformative movement rooted in the Tiyende Pamodzi ethos and the convergence of people, planet, and prosperity. It encourages stakeholders across sectors to partner and invest in Zambia’s future and it empowers Zambians to seize opportunities and foster positive change.

Brand Zambia’s success and long-term sustainability will depend on a foundation of citizen engagement and alignment with national development goals to foster both domestic transformation and international visibility; a coherent, consistent, and compelling narrative based on genuine comparative advantages and distinct national attributes across all sectors, supported by a public–private partnership model to ensure long-term ownership and resilience.

For media inquiries and to learn more about Brand Zambia, please contact:

Mercy Khozi, mercy.khozi@undp.org, +260966750787 

Nampaka Nkumbula, nampaka.nkumbula@undp.org, +260968317671

About UNDP: UNDP is the leading United Nations organisation fighting to end the injustice of poverty, inequality and climate change. Working with our broad network of experts and partners in 170 countries, we help nations to build integrated, lasting solutions for people and the planet. Learn more at undp.org or follow at @UNDP