APTA Global Forum Coming to Zambia



  ... Hosting the 2026 forum in Livingstone aims to boost international arrivals, showcase Zambian tourism, and create business opportunities for local operators.

By Francis Maingaila

Lusaka, Zambia24  --- (29 November 2025) -- Zambia has been selected to host the 2026 Association for the Promotion of Tourism in Africa (APTA) Global Forum in Livingstone, a move aimed at boosting international arrivals and positioning the country as a leading Meetings, Incentives, Conferences, and Exhibitions (MICE) destination in Southern Africa.

Matongo Matamwandi, Chief Executive Officer of the Zambia Tourism Agency (ZTA), said this during a joint press conference with Africa’s Eden, highlighting the partnership as part of a broader strategy to grow tourism.

 “We have partnered with Africa’s Eden to host key events across Southern Africa and beyond. This year, with the Minister’s approval, we set a plan to increase international arrivals using MICE as a key strategy. 

Our goal is to exceed 2 million arrivals this year and aim for 3 million next year,” Matamwandi said.

Although Zambia does not directly host all major events, ZTA identifies and collaborates with partners to bring them in. Africa’s Eden will co-host the global forum next September, bringing over 100 buyers from North America. 

Zambian tourism operators will have the opportunity to showcase their products, build business relationships, and attract high-value clients.

Jillian Blackbeard, CEO of Africa’s Eden, said the organisation now represents eight Southern African countries and focuses on regional tourism promotion. 

“The global forum has only been hosted twice in Africa before—once in Cape Town and last year in Arusha. Bringing international trade buyers directly to Zambia allows them to experience the destination firsthand, which is far more effective than promoting it from abroad,” she said.

Blackbeard added that the forum will target African-specialist travel agents from the United States. 

A MICE trade show in Livingstone from 18–20 February 2026 will provide Zambian operators with further networking and business development opportunities.

Minister of Tourism Rodney Sikumba welcomed the announcement, noting that hosting the APTA forum aligns with Zambia’s strategy to grow business tourism. 

“These events encourage repeat visits, support local communities, and boost the economy. They allow operators to showcase Zambia’s national parks, city attractions, and unique tourism experiences, helping to develop competitive packages for both international and local visitors,” Sikumba said.

Sikumba also highlighted Zambia’s strong performance in global tourism indices and reiterated government support for private sector partnerships to ensure forums deliver tangible economic and community benefits.

In addition to the APTA Global Forum, Zambia will host the third edition of the Tourism Exodus Awards, providing further opportunities for local operators to engage with international delegates and strengthen Zambia’s global tourism profile.

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