Gov’t Appoints One Yeye International as Cultural Tourism Ambassador
The Government, through the Ministry of Tourism, has entered into a strategic partnership with renowned cultural tourism advocate James Falanga, popularly known as One Yeye International, appointing him as a Local Cultural Tourism Ambassador.
The partnership was officially announced by Minister of Tourism Honourable Rodney Sikumba during the launch of the 2026 Ncwala Traditional Ceremony Fundraising Walk.
Speaking at the event, Honourable Sikumba described the collaboration as a bold and progressive step towards promoting Zambia’s rich cultural heritage through innovative, community-led initiatives, particularly those driven by young people.
The Minister praised One Yeye International’s unique initiative of cycling across the country to attend and document traditional ceremonies, noting that it reflects the power of authentic storytelling in positioning Zambia as a culturally diverse and attractive tourism destination.
Under the partnership, the Ministry of Tourism will provide logistical support, media coordination, safety equipment and promotional materials to enhance the reach and impact of the initiative, while maintaining its originality and grassroots character.
Honourable Sikumba said the collaboration represents a new model of tourism promotion that embraces digital engagement, youth participation and community ownership in showcasing Zambia’s cultural traditions.
In response, One Yeye International expressed appreciation for the Government’s support, stating that the partnership would significantly strengthen his mission to promote unity, togetherness and cultural appreciation among Zambia’s youth.
He added that the Government’s backing would enable him to reach more communities, inspire young people to take pride in their heritage and actively contribute to the growth and sustainability of cultural tourism in Zambia.
