The Zambian government has denied media reports that it is lagging behind in terms of preparations for the co-hosting of the United Nations World Tourism Organization (UNWTO) general assembly with Zimbabwe, saying preparations are on course.

There have been growing concerns that Zambia is lagging behind in terms of preparations for the 20th session UNWTO general assembly to be co-hosted with Zimbabwe next August.

The denial came after an official from the Zambia Institute of Marketing (ZIM), an umbrella body of marketers in the country, told local media that Zambia is not ready in terms of preparations because the country started the preparations late.

But Minister of Tourism and Arts Sylvia Masebo said on Saturday that it is not true that Zambia is lagging behind in terms of preparations for the event.

"I just want to tell Zambians and the world that we are on course. It is not true that Zimbabwe is in any way much readier than Zambia. The difference is that Zimbabwe knows how to market itself. They have good PR (Public Relations)," she said in a ministerial statement in Parliament.

She said experts from the UNWTO secretariat have been coming to inspect the preparations and have so far done two inspections, adding that they are so far satisfied with the progress.

"Experts have been coming and so far they have come on two occasions and the next visit should be before the end of December or early next year," she said. "Each time they come, they give us benchmarks to meet and we have been meeting them."

While acknowledging Zimbabwean authorities were aggressive in their marketing of the event, the Zambian minister said she has tried her level best by selling the country each time she accompanied President Michael Sata outside the country but noted concerted efforts are required to market the country.

"The difference between Zimbabwe and Zambia is that Zimbabweans are aggressive and patriotic but in Zambia we always try to bring each other down. Marketing is not about one individual but a corrective responsibility," she added.

In terms of accelerating preparations, she said the government has so far done well by releasing funds for various works on infrastructure such as airports and roads in the tourist capital while various committees tasked with the responsibilities of ensuring smooth preparations have been formed.

Zambia and Zimbabwe have been selected to co-host the five-day event which is expected to attract over 3,000 delegates.

According to the Zambian minister, the hosting of the event provides the two countries an opportunity to showcase their tourism potentials.