Zitft Vision 2030 Re-Positioning Zambia International Trade Fair Trust As A Regional Trade Powerhouse By Norman Maule, Ceo – Zambia International Trade Fair Trust

ZITFT Vision 2030 outlines a bold and actionable roadmap to reposition the Zambia International Trade Fair Trust as a modern, digitally enabled, and globally competitive regional trade powerhouse. Drawing on nearly six decades of institutional legacy, the vision focuses on transforming ZITFT from a once-a-year event into a year-round trade and investment ecosystem.

Under the leadership of CEO Norman Maule, the strategy prioritises digital transformation, strengthened strategic partnerships, enhanced exhibitor and visitor experiences, and inclusive youth participation. Central to the vision is leveraging opportunities presented by the African Continental Free Trade Area (AfCFTA) to position Zambia as a key trade gateway in Southern Africa.

Anchored in integrity, service excellence, and measurable impact, ZITFT Vision 2030 reflects a commitment to driving sustainable economic growth, supporting SMEs, attracting investment, and shaping the future of regional and global trade.

INTRODUCTION

For nearly six decades, the Zambia International Trade Fair Trust (ZITFT) has served as a vital platform for industrial exchange, commercial partnerships, and national development. It is a place where entrepreneurs find markets, innovators find collaborators, and countries exchange solutions that shape our shared economic futures.

As I take up the responsibility of leading this iconic institution, I do so with both humility and a deep sense of mission: to transform ZITFT into a modern, digitally enabled, globally competitive trade ecosystem that fuels Zambia’s economic ambitions.

This vision is not aspirational; it is actionable and grounded in the realities of today’s economic landscape. The world is moving fast. Regional integration is accelerating. The African Continental Free Trade Area (AfCFTA) is unlocking unprecedented opportunities. Businesses are re-engineering supply chains, governments are digitising services, and the future of commerce is being re-written. ZITFT must not only adapt to these dynamics, it must lead in them.

1. RE-INTRODUCING ZITFT FOR A NEW ERA

ZITFT is more than an annual event; it is a national asset with the potential to shape manufacturing competitiveness, encourage investment, and connect Zambia to continental and global markets. My mandate is to reposition ZITFT as:

A year-round trade and investment hub

• We will transform from a once-a-year showcase into a 365-day business facilitation platform, offering market intelligence, training, matchmaking, and digital trade services.

A continental meeting point for industry leaders

• Through targeted partnership missions, ZITFT will actively attract investors, technology providers, and multinational exhibitors from Africa, Europe, Asia, and the Middle East.

A catalyst for SME growth and innovation

• Zambia’s economic future depends heavily on SMEs. ZITFT will provide them with access to buyers, financiers, and global value chains. These opportunities have traditionally been difficult to reach for SMEs.

2. A MODERNISED, DIGITALLY ENABLED ZITFT

Digital transformation will be at the core of the new ZITFT. We are implementing a multi-phase programme with the following components:

Digital exhibitor onboarding and virtual showrooms

• Exhibitors will be able to apply, book space, build online profiles, and upload catalogues through a modern digital platform. Virtual booths will help global companies participate even when physical travel is not possible.

A permanent online trade marketplace

• After the fair ends, exhibitors will continue receiving leads, and buyers will still be able to engage suppliers via an always-on digital marketplace powered by Artificial Intelligence assisted matching tools.

Data-driven event management

• Insights from visitor flows, exhibitor interactions, and industry demand will help us design smarter events that respond to real market needs.

Digitalisation is not merely an up-grade, it is a re-definition of how ZITFT will be creating value.

3. STRENGTHENING STRATEGIC PARTNERSHIPS

ZITFT’s success depends on collaboration. Under my leadership, we will build strong, mutually beneficial partnerships with:

• Government Ministries and agencies to ensure alignment with industrial and investment priorities
• Local and international chambers of commerce to broaden exhibitor bases
• Universities and innovation hubs to promote research, technology, and entrepreneurship
• Regional and global trade fair bodies for benchmarking and co-hosting international events
• Private sector sponsors to enhance the quality and reach of our programs

These partnerships will allow ZITFT to scale faster, attract higher-quality participants, and remain competitive in a rapidly evolving trade environment.

4. ENHANCING THE EXHIBITOR AND VISITOR EXPERIENCE

One of my core priorities is raising the standard of service delivery so that ZITFT becomes synonymous with professionalism, efficiency, and excellence.

Our focus areas include:

Upgraded infrastructure
• We are undertaking phased improvements to pavilions, utilities, exhibition halls, parking, and onsite logistics to ensure a seamless experience.

Enhanced hospitality offerings
• ZITFT will collaborate closely with Ndola’s tourism and hospitality ecosystem to create attractive packages for both local and international visitors.

New thematic zones and specialty exhibitions
• These include technology and innovation, green energy, mining solutions, agro-processing, manufacturing machinery, creative industries, and youth entrepreneurship.

A premium, world-class VIP protocol system
• Head-of-state delegations, investors, and diplomatic missions will experience an elevated standard of coordination and hosting.

5. BUILDING AN INCLUSIVE, YOUTH-CENTRED FUTURE

No institution can be future ready without the involvement of young people. Zambia’s youth are talented, innovative, and globally aware. ZITFT will create structured opportunities for them through:

• The Youth Innovation Expo Corridor, highlighting start ups and digital solutions
• Pitch competitions with investor panels, to give an opportunity to express themselves in front of potential investors
• Skills workshops on e-commerce, branding, manufacturing, and exports
• Internship programmes that expose students to international trade dynamics

Empowering youth is not only good economics but it is good leadership.

6. A REGIONAL PLATFORM FOR AfCFTA PARTICIPATION

The African Continental Free Trade Area is the most transformative opportunity of our time. ZITFT is uniquely positioned to serve as a major AfCFTA trade node by:

• Hosting AfCFTA-focused trade missions
• Facilitating B2B and B2G engagements across African markets
• Highlighting export ready Zambian products
• Bringing in new investment aligned with the country’s industrialisation strategy

Our goal is to make Zambia and ZITFT one of the most important trade gateways in Southern Africa.

7. A LEADERSHIP COMMITMENT

As CEO, my leadership philosophy is anchored on integrity, service excellence, accountability, and transformation. I am committed to:

• Professionalising every aspect of the organisation
• Building a motivated, empowered workforce
• Ensuring financial sustainability
• Delivering measurable value to exhibitors, visitors, partners, and the nation

My promise is simple: ZITFT will rise to its fullest potential.

CONCLUSION

ZITFT is entering a defining chapter. Our mission is clear, to evolve from a traditional trade event into a modern, integrated trade and investment ecosystem with regional influence and global relevance.

With the support of government, industry, partners, and the Zambian people, I am confident that we will deliver a Trade Fair that not only reflects the aspirations of today but boldly anticipates the opportunities of tomorrow.

The future of ZITFT is bright, and it is unfolding now.

ABOUT THE AUTHOR

Norman Maule is a Chartered Accountant, a Fellow of both the Association of Chartered Certified Accountants (ACCA) and the Zambia Institute of Chartered Accountants (ZICA). With over 20 years of distinguished experience in business leadership, financial management, and institutional transformation, he has built a reputation as a forward thinking executive committed to operational excellence and sustainable growth.

Before his appointment as Chief Executive Officer of the Zambia International Trade Fair (ZITF), Mr. Maule served as Postmaster General of the Zambia Postal Services Corporation, where he led significant reforms, strengthened governance structures, and championed digital innovation across the institution and speared operational efficiency.

His career spans multiple senior financial management roles in prominent organisations, where he provided strategic direction, drove efficiency initiatives, and supported long-term organisational development.

Mr. Maule brings to ZITFT a strong blend of financial expertise, strategic insight, and transformational leadership; qualities that continue to guide his vision of positioning the Zambia International Trade Fair Trust as a modern, globally competitive platform for trade, innovation, and investment.