Lusaka-Zambia 7th February 2026
The Government, through the Ministry of Tourism, has entered into a strategic partnership with renowned cultural tourism advocate Mr. James Falanga, popularly known as One Yeye International, appointing him as a local Cultural Tourism Ambassador.
The partnership was officially announced by the 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 in promoting Zambia’s cultural heritage through innovative, community-driven approaches, particularly those championed by young people.
The Minister commended One Yeye International’s unique initiative of cycling across the country to attend and document traditional ceremonies, noting that it exemplifies the power of authentic storytelling in positioning Zambia as a culturally rich destination.
He explained that, under the partnership, the Ministry will provide logistical support, media coordination, safety equipment and promotional materials to strengthen the initiative’s impact, while preserving its originality and grassroots appeal.
Honourable Sikumba further emphasized that the collaboration represents a new model of tourism promotion one that embraces digital engagement, youth participation and community ownership in showcasing the nation’s diverse cultural traditions.
One Yeye International has expressed heartfelt appreciation for the partnership, stating that the support will greatly enhance his mission to promote unity, togetherness and cultural appreciation among Zambia’s youth.
He added that the Government’s backing will 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.
