Expedia to Promote Zambia Globally


The new partnership will showcase Zambia’s iconic attractions, including Victoria Falls and national parks, to millions of travellers worldwide.

By Francis Maingaila ♥️ 
Lusaka, Zambua24  -- (25th October 2025) -- The Zambia Tourism Agency (ZTA) has entered into a strategic partnership with Expedia, one of the world’s leading online travel platforms, to promote Zambia globally through a six-month tourism campaign aimed at positioning the country as a top international travel destination and achieving three million tourist arrivals by 2026.

Unveiled in Lusaka, the campaign seeks to leverage Expedia’s massive global reach and advanced digital marketing tools to highlight Zambia’s most iconic attractions — including Victoria Falls, the country’s national parks, Samfya Beach, and its rich cultural heritage.

According to ZTA Manager for Communications and Corporate Affairs, Hildah Mwape, the collaboration marks a major milestone in Zambia’s tourism marketing strategy, offering unprecedented global visibility for the country’s destinations and tour operators.

 “This campaign will significantly raise Zambia’s global profile by showcasing our key destinations and adventure experiences to millions of travellers,” Mwape said. 

“With Expedia attracting over 300 million visits monthly and connecting users to 550 airlines and 200 travel agents, this partnership provides an unmatched opportunity to connect Zambia to global markets.”

She added that Expedia will run targeted multimedia promotions across its platforms, social media, and partner networks, inspiring travellers to explore Zambia’s authentic and untamed experiences.

Speaking during the launch, ZTA Chief Executive Officer Matongo Matamwandi said the initiative underscores Zambia’s commitment to using digital innovation to grow its tourism industry and support local operators.

 “This partnership will allow Zambian tour operators to connect directly with global tourists through Expedia’s booking system,” Matamwandi stated. 

“We are confident that with consistent government support and campaigns of this nature, Zambia will achieve its goal of attracting three million tourists by 2026.”

The campaign comes at a time when Africa is experiencing a surge in tourism interest, with an estimated 34 million travellers expected to visit the continent in 2025, and 76 percent expressing interest in safari holidays. 

Mwape noted that Zambia’s unspoiled wilderness and authentic safari experiences make it ideally positioned to benefit from this global trend.

The ZTA-Expedia collaboration is expected to boost international arrivals, strengthen destination branding, and enhance Zambia’s standing as one of Africa’s leading nature, culture, and adventure destinations.

©️ Zambia24

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