New ZTA Board Tasked
By Francis Maingaila
Lusaka, Zambia24 – (May 9, 2026) -- The Zambian government is positioning tourism as a key driver of economic diversification and national development, with the newly inaugurated Zambia Tourism Agency (ZTA) Board expected to strengthen the sector’s contribution to jobs, investment, and revenue generation.
The newly inaugurated board is chaired by Killer Johnson and includes Dr Japhet Lishomwa, Andrew Chilufya, Lucy Nyundo, Annie Sibanda, Hillary Mwansa, Grant Gatchell, Musukuma, and George Kaumba as board members.
He said a strong economy was necessary to sustain social programmes such as free education, social cash transfers, and school feeding initiatives.
“The President has always been categorical that you cannot deal with the social sector if your economy is not okay,” Mr Sikumba said.
The minister urged the new board to deepen engagement with the private sector and other stakeholders to better understand industry challenges and unlock growth opportunities.
“The only way you can understand what is happening on the ground is if you speak to stakeholders,” he said.
Mr Sikumba said government has set ambitious national development goals, including reaching five million tourist arrivals under its long-term economic agenda.
He added that Zambia is implementing a national branding strategy aimed at improving the country’s global visibility and attracting investment into the tourism sector.
“Zambia is the best-kept secret, but what is more critical is how we position and sell it to the rest of the world,” he said.
The minister said Zambia is targeting more than three million tourist arrivals by the end of 2026 and called for continued economic activity despite the election period.
“It is business as usual. We want to come back and find the engines running,” he said.
Mr Sikumba also encouraged the board to embrace digital transformation and modern marketing strategies, particularly through social media and youth-driven platforms, noting that global tourism trends are increasingly shaped by digital content creators.
“Most holiday destinations today are influenced by children and digital platforms. That is where we need to focus,” he said.
He further stressed the importance of human capital development, citing initiatives such as the as part of efforts to improve skills within the tourism sector.
Mr Sikumba urged the board to provide bold ideas and policy direction to accelerate growth.
“As a board, do not be shy to bring out those ideas and tell us exactly what you think is right,” he said.
Meanwhile, Abigail Shansonga said Zambia recorded about 2.4 million international tourist arrivals in 2025, reflecting continued recovery and growing confidence in the sector.
She said the agency is focused on aggressive destination marketing, digital transformation, product diversification, and strategic partnerships to improve Zambia’s competitiveness as a tourism destination.
Ms Shansonga said collaborative tourism development remains key to expanding opportunities and strengthening the country’s global presence.
She added that increased arrivals reflect the impact of government policy direction and stakeholder cooperation.
New board member Japhet Lishomwa said the tourism sector is entering a new phase that requires stronger regulation, innovation, and aggressive international marketing.
He said Zambia must adopt digital-first strategies, data analytics, and global partnerships to compete effectively in the modern tourism industry.
“We must market Zambia more aggressively, more digitally and more strategically,” he said.
Mr Lishomwa disclosed that the board will review institutional systems and strengthen compliance, noting that only about 25 percent of more than 5,000 tourism establishments are currently fully licensed.
He said the board will prioritise inspections, licensing reforms, and digital systems to improve efficiency and standards across the sector.
Mr Lishomwa also highlighted Zambia’s post-pandemic tourism recovery, with arrivals rising steadily from 1.1 million in 2022 to nearly 2.4 million in 2025.
He attributed the growth to improved marketing, participation in international exhibitions, and global promotional campaigns.
He added that future expansion would focus on product diversification, including eco-tourism, cultural tourism, adventure tourism, and community-based tourism to ensure wider participation in the sector.
“The future of Zambian tourism is bright. The foundation has been laid, the momentum is building and the opportunity before us is enormous,” he said.
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