Take a Holiday Yamu Loko’ Returns"

Published from Blogger Prime Android AppMwape says the Rebranded initiative is aimed at promoting family holidays, culture and national pride

By Francis Maingaila ♥️ 
Lusaka, Zambia24 – (13-09-2025) - The Zambia Tourism Agency (ZTA) has relaunched its “Take a Holiday Yamu Loko” campaign to spur local travel and strengthen the domestic tourism market.

According to Hildah Mwape, Manager – Communications & Corporate Affairs, the six-month campaign, which runs from September 12, 2025, to February 28, 2026, is designed to increase domestic tourism visits by 5% this year and 30% by the end of 2025.

She explained that the agency is targeting more than 5,000 local bookings by engaging at least 150 tour operators and curating affordable packages for Zambians.
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Tourism Minister Rodney Sikumba, speaking at the relaunch, said the initiative reflects President Hakainde Hichilema’s directive to make tourism products and services more accessible to local citizens.

“This relaunch comes at a pivotal time, as Government accelerates the development of Tourism Development Areas in Liuwa Plains, Kasaba Bay and the Source of the Zambezi,” Sikumba said. 

“Infrastructure upgrades across national parks and heritage sites are also underway to improve accessibility and enhance visitor experiences.”

ZTA Chief Executive Officer Matongo Matamwandi, in a speech delivered on his behalf, said the agency has developed a comprehensive marketing strategy in line with government priorities and the national tourism agenda.

“Our target is to increase domestic tourism visits by 30% by the close of 2025,” Matamwandi said. 

“Through this campaign, we aim to facilitate over 5,000 local bookings by engaging a minimum of 150 tour operators and curating affordable packages for Zambians and domestic tourists.”

Matamwandi added that the campaign will spotlight underutilized destinations, national parks, adventure activities, gastronomy, culture and heritage. 

He said the aim is to encourage citizens and residents to embrace local travel, family holidays and national pride.

He further commended the private sector for its partnership and commitment in opening Zambia’s key destinations, stressing that collaboration is vital in strengthening the domestic tourism market.
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Mwape said the relaunch marks a new phase for “Take a Holiday Yamu Loko”, first introduced in 2020, and now redesigned to focus on family travel, local experiences and rediscovery of Zambia’s heritage.

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