Tourism Expo to Sparks New Growth

... A Platform for Investment and Networking in Zambia’s Tourism Sector

By Francis Maingaila ♥️

Lusaka, Zambia - (17-02-2025) - The Zambia Tourism Expo, scheduled for June, has officially been launched, with stakeholders expressing optimism about its potential to drive growth in the country’s tourism sector.

Minister of Tourism Rodney Sikumba, during the launch, stated that the event is expected to showcase Zambia’s diverse tourism offerings, attract international visitors, and strengthen local participation in the industry.

He emphasized the government’s commitment to ensuring the expo serves as a platform for growth, investment, and networking within the tourism sector.

Evans Muhanga, Permanent Secretary in the Ministry of Tourism, highlighted the government’s efforts to enhance the tourism sector, focusing on structured growth, local business involvement, and international marketing.

Speaking earlier, Muhanga outlined plans to revitalize the sector and position Zambia as a top global destination.

Muhanga emphasized the need to expand and modernize the industry, ensuring it becomes "bigger, better, and stronger" each year.

While acknowledging past achievements, he stressed the importance of renewed investment and promotion to attract more visitors.

A key highlight of Muhanga’s address was the role of hunting tourism, an often-overlooked sector that significantly contributes to Zambia’s economy.

He clarified that hunting is strictly conducted in Game Management Areas (GMAs), separate from national parks.

Zambia currently has 36 GMAs and 20 national parks, with hunting licenses primarily purchased by international tourists, especially from Europe and the United States.

Muhanga stated that better regulation and strategic marketing of hunting tourism would increase revenue while ensuring sustainable wildlife management.

"We must structure and market this sector effectively to maximize its potential," he said.

The Ministry of Tourism is also working to integrate local businesses into the tourism value chain.

This includes providing opportunities for lodges, hotels, transport services, and tour operators to benefit from the industry’s growth.

"We want to expose and connect local businesses with regional and international players so they can actively participate and benefit from tourism," Muhanga explained.

He called for improved collaboration between stakeholders to create a seamless experience for visitors.

Muhanga stressed that Zambia’s tourism sector must adopt a coordinated marketing approach to attract more international tourists.

"The industry is interdependent, and we cannot succeed in isolation. We need everyone—government agencies, private sector players, and local communities—to work together," he said.

He warned against fragmented efforts that could weaken Zambia’s competitive edge.

"If our energy is scattered, we won’t achieve much. We need to promote Zambia as a collective brand, ensuring we maximize every opportunity."

Looking ahead, the Ministry of Tourism aims to position Zambia as a top-tier tourism destination in Africa and beyond. This will involve infrastructure development, streamlined policies, and strong partnerships with key stakeholders.

"Tourism is a people-centered industry—people travel, they eat, they stay in hotels, and they engage in activities. We must create an environment where all these elements thrive," Muhanga said.

The Minister of Tourism is expected to provide further details on government strategies and upcoming initiatives to ensure sustained growth in the sector.

As Zambia continues to refine its tourism policies, stakeholders are hopeful that these efforts will not only boost economic growth but also create more opportunities for local businesses and communities.