Zambia Expands MICE Presence

Participation at continental forum aims to attract investment and partnerships.

By Francis Maingaila ♥️ 

Lusaka,  Zambia24, (23 February 2026) – Zambia is expanding its presence in the high-value Meetings, Incentives, Conferences, and Exhibitions (MICE) sector as it participates in the 20th edition of Meetings Africa from 23–25 February 2026 in South Africa.

Hildah Mwape, Communication and Corporate Affairs Manager at the Zambia Tourism Agency (ZTA), said the country is attending with 15 co-exhibitors representing hospitality, destination management, and business events sectors.

“Our aim is to turn visibility into bookings, partnerships into investments, and business events into engines of economic growth,” she said.

Mwape highlighted that Zambia’s MICE revenue has increased by 67.5% over the past two years.

“Business events are becoming a major contributor to our national tourism economy,” she noted.

She also pointed to the country’s strong tourism performance. “In 2025, Zambia recorded 2.3 million arrivals, reflecting growing international confidence in Destination Zambia,” Mwape said.

On the broader economic impact, Mwape added, “The development of the MICE sector supports economic diversification, boosts foreign exchange earnings, empowers SMEs across the tourism value chain, and drives demand for conferencing facilities, aviation, transport, and professional services.”

Mwape concluded, “Through Meetings Africa, we aim to showcase Zambia’s offerings, attract investment, and cultivate partnerships that will fuel long-term growth and prosperity.”