ZTA Charts Tourism Expansion
By Francis Maingaila ♥️
Lusaka, Zambia24 – 23 March 2026 – Zambia is intensifying efforts to grow its tourism sector, targeting 3 million international visitors and a $1 billion industry, with the Zambia Tourism Agency (ZTA) leading preparations for the Zambia Travel Expo (ZATEX) 2026, a strategic platform designed to connect investors, buyers, local operators, and government institutions to foster partnerships, showcase authentic tourism experiences, and generate real business opportunities.
At the media launch held at Sarovar Hotel in Lusaka, Minister of Tourism Rodney Sikumba highlighted tourism as a key driver of economic transformation, capable of creating jobs, attracting investment, and boosting foreign exchange earnings.
“We want to grow tourism into a billion-dollar sector and beyond, but this requires joint effort, especially from the private sector.”
He explained that tourism generates direct, indirect, and ripple effects across the economy—from employment in hotels, transport, and entertainment to wider gains like infrastructure development, cultural activities, and support for local businesses.
While the government can provide an enabling environment through policy reforms, simplified licensing, and reduced bureaucracy, Sikumba stressed that growth depends on private sector engagement.
Describing ZATEX as a national showcase, Sikumba said the expo attracts international buyers and promotes Zambia as a competitive, authentic, nature-based tourism destination.
The government targets 2.5 to 3 million international tourists, a goal requiring improved infrastructure, better access to destinations, and support for initiatives like the World Bank-backed Green, Resilient, and Transformational Tourism Development Project.
“Every role in tourism matters—from the chef to the tour guide and the housekeeper. Tourism touches the whole community,” Sikumba said.
He urged stakeholders to embrace local participation, noting that Zambians are essential to telling the country’s story.
The minister welcomed increased involvement of small and medium enterprises (SMEs) at ZATEX, with exhibitors rising from 16 to 24 and hosted buyers from 28 to 40.
He encouraged more local businesses—particularly those led by women and young people—to engage, and highlighted government’s push for digital transformation in licensing and data systems to enhance marketing and visitor experience.
Sikumba also called on the media to actively promote tourism’s benefits.
Representing the Permanent Secretary, Director of Tourism Andrew Chulufya urged stakeholders to fully participate in ZATEX 2026.
He said Zambia’s strategic location in the region offers a prime advantage to expand tourism.
“Zambia is well connected to neighbouring countries. We have no excuse not to grow this sector and position ourselves as a leading tourism destination,” Chulufya said.
He emphasized that belief in the product is key to selling it to others. He encouraged the adoption of the national tourism brand, “Zambia, Let’s Explore,” as a guiding principle for marketing.
Chulufya expressed confidence that collective effort could make ZATEX a major platform for attracting investment and international engagement.
She explained that the expo revolves around three pillars: business-to-business meetings, showcasing tourism products, and direct engagement between buyers, investors, and government institutions.
“Simply put, ZATEX is where tourism business meets opportunity,” Shansonga said.
She noted that ZATEX 2025 had 103 exhibitors, 16 SME participants, and 28 hosted buyers. For 2026, targets are 150 exhibitors, 24 SME participants, and 40 hosted buyers, reflecting growing confidence in Zambia’s tourism potential.
ZATEX 2026 will take place 4–6 June 2026 at the Malangoshi International Conference Centre, KK Wing in Lusaka, under the theme: “Building Authentic and Sustainable Tourism Through Partnerships.”
Shansonga said the expo is part of ZTA’s mandate to market Zambia’s tourism, helping local operators access new markets, attract investment, and raise the country’s profile internationally.
She encouraged active participation, describing ZATEX 2026 as a practical opportunity to connect, collaborate, and grow the tourism sector.
Mungaila noted that domestic tourism played a critical role during COVID-19 and has since become a long-term growth strategy. “Zambians are travelling more and consuming local tourism products like never before,” he said.
He reported that over 1.29 million international tourists visited Zambia, a milestone signalling potential to reach three million visitors soon.
Revenue is rising across subsectors, with the Travel Agents Association of Zambia recording US$152 million in local ticket sales, showing increased sector activity.
Mungaila welcomed the implementation of Tourism Satellite Accounts, which will provide accurate measurements of tourism’s economic impact.
He highlighted that tourism generated over 10,000 jobs between 2023 and 2025, while hospitality maintained an average occupancy of 65 per cent, indicating steady business activity.
While policy reforms like the move toward a 24-hour economy offer growth opportunities, Mungaila warned that safety remains a top concern.
Despite a decline in incidents from 21,000 in 2022 to 16,500 in 2025, fatalities have increased, potentially affecting Zambia’s reputation as a safe tourism destination.
Zambia’s tourism expansion strategy focuses on attracting 3 million international visitors, growing the industry into a $1 billion economy, and creating jobs across hospitality, transport, tour guiding, and cultural activities.
SMEs, women, and youth are encouraged to participate, leveraging digital tools and improved data to enhance competitiveness and visitor experience.
High safety and service standards remain a priority to maintain Zambia’s position as a leading travel destination in the region.
Through coordinated planning between government and private sector, Zambia is showing that tourism can drive both economic growth and community development, creating opportunities for locals while attracting global visitors and investors.
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