Zambia’s Tourism Sector Breaks Records in 2025
Zambia’s tourism industry is experiencing exceptional growth, with international arrivals reaching a record 2.2 million in 2024 and strong momentum continuing into 2025. As reported by Efficacy News, Minister of Tourism Rodney Sikumba revealed at the opening of the 2025 Tourism Excellence Awards in Lusaka that the country had already welcomed two million international arrivals as of October 2025.
Government Reforms and Marketing Drive Growth
The Minister attributed this surge to government-led reforms, increased marketing in India, China, and the Gulf region, and a strengthened national MICE calendar. He confirmed that the sector is on track to surpass the 2025 target of 2.4 million arrivals, with 1.8 million recorded by the end of the third quarter. Key achievements driving growth include improved air connectivity, regulatory reforms, infrastructure upgrades supported by over US$100 million in development financing, and a revitalised domestic tourism campaign. “The strong growth reflects strategic interventions across the sector, from service quality to destination development,” Minister Sikumba said.
Zambia Emerges as a Business Tourism Hub
Zambia has been ranked number one in Southern Africa for business tourism spending under the WTTC Regional Index. Business traveller expenditure now stands at 63 percent, more than double the continental average. The Minister highlighted Zambia’s high scores in digital security and business readiness, positioning the country as a preferred regional hub for conferences and exhibitions. Tourism’s contribution to employment is rising, with 473,000 people currently working in the sector. Projections indicate this figure could exceed 613,000 by 2034 due to increased private-sector activity and growing visitor numbers. Government is upgrading priority tourism sites including Kasaba Bay, Livingstone, Sioma Ngwezi, Liuwa Plain, and the Lower Zambezi to make them investor-ready, improving roads, electricity, water systems, and other essential services.
Reviving Domestic Tourism
Support for domestic tourism continues through the revived Take a Holiday campaign, created in partnership with private operators to make local travel more accessible. ZTA Board Chairperson Daan Brink praised the agency’s progress since 2022, describing its journey as transformative. ZTA has adopted a technology-driven marketing strategy that has already reached over 600,000 people in 2025, exceeding its annual target. Domestic tourism is expanding, with over 5,000 local travel packages sold and more companies purchasing tourism experiences for staff. The Vertex exhibition held in June 2025 drew more than 32,000 visitors and 103 exhibitors, with preparations already underway for 2026.
International Promotion and Compliance Focus
International promotional campaigns will intensify in the UK, North America, Germany, and South Africa, while business tourism, one of the fastest-growing markets, continues to receive focus. Compliance remains an area of concern, with a quarter of tourism enterprises operating outside regulatory standards. ZTA aims to achieve full compliance by 2026 and has called for stronger collaboration with private operators.
Awards and Recognition
ZTA’s marketing efforts continue to gain recognition, with awards including Organisation of the Year at the 2025 Zambian Business Awards and Best Leisure Destination in Africa at the Africa Travel Indaba.
Looking Ahead
Projections for 2026 remain positive for both international and domestic tourism. The Holiday Yamu Loko campaign has recorded steady 10 percent growth and now includes 107 operators targeting 5,000 domestic bookings. “Digital visibility for Destination Zambia is unmatched,” Brink said, citing 1.5 billion global views across platforms in 2024.
Image: supplied
