Tourism Triumph




ZTA celebrates unprecedented industry turnout as SMEs take center stage in Durban.

By Francis Maingaila ♥️ 

Lusaka, Zambia24 - (May 11, 2025) – The Zambia Tourism Agency (ZTA) has registered a record 41 local operators for the Africa Travel Indaba 2025, set for May 12–15 in Durban, South Africa — the highest number ever recorded for Zambia’s participation at the continent’s premier tourism trade show.

Hildah Mwape, ZTA’s Manager for Communications and Corporate Affairs, described the milestone as a powerful endorsement of Zambia’s rising tourism profile and the growing confidence in ZTA’s international marketing efforts.

“This record participation speaks volumes about our collective ambition to position Zambia as a leading destination in Africa,” Mwape said. 

“We’re especially proud that many of the participating businesses are Small and Medium Enterprises—key drivers of innovation and employment in our tourism economy.”

Mwape emphasized that Zambia’s presence at the Indaba goes beyond visibility. 

It is a strategic move to attract international buyers, forge new partnerships, and build anticipation for the Zambia Travel Expo (ZATEX) 2025, taking place from June 5–7 at the Mulungushi International Conference Centre in Lusaka.

With a national goal of 2.2 million international tourist arrivals by the end of 2025, she said events like Indaba are critical stepping stones in strengthening Zambia’s global tourism brand.

“Marketing Zambia as a sustainable and responsible destination requires collaboration,” she added. 

“This turnout is a testament to the strong public-private partnerships driving our sector forward.”

Although a few operators were unable to join due to space constraints, Mwape lauded the industry’s enthusiasm and encouraged delegates to visit the Zambia Stand at Hall DEC2, Stand A14.

“This is about more than numbers,” she concluded. 

“It’s about telling a unified story of who we are as a destination—and where we’re headed.”

The Africa Travel Indaba remains one of the continent’s most influential tourism trade platforms, championing sustainable travel, regional integration, and cultural diversity.

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