A DECADE OF GREEN TOURISM

Operator praised for advancing sustainable tourism, conservation and community development as Zambia records 2.3 million international visitors.

By Francis Maingaila
Lusaka, Zambia24  -- (16-06-2026) -- Zambia’s tourism sector continues to register strong growth, with international tourist arrivals reaching an estimated 2.3 million visitors in 2025, reflecting the country’s rising profile as a leading travel destination and growing demand for sustainable tourism experiences.

The positive outlook comes as Green Safaris commemorates 10 years of operations in Zambia, a milestone that highlights the increasing role of eco-tourism in supporting conservation, local livelihoods and national economic development.

Speaking during the company’s 10th anniversary celebrations, Ministry of Tourism Permanent Secretary Evans Muhanga, in remarks delivered by Director of Human Resources and Administration Vivian Ndlovu, commended Green Safaris for its contribution to the growth of Zambia’s tourism industry and its commitment to sustainable development.

Mrs. Ndlovu said the company has distinguished itself through investments in renewable energy, environmental conservation, education programmes and partnerships with local communities.

She noted that Green Safaris has demonstrated that tourism development can go hand in hand with conservation efforts, an approach that aligns with government’s vision of building a sustainable, inclusive and competitive tourism sector.

“Green Safaris has demonstrated that tourism development and conservation can progress together. This approach strongly aligns with the vision of the Ministry of Tourism to build a tourism sector that is sustainable, inclusive, competitive and a key driver of national development,” she said.

Mrs. Ndlovu added that tourism remains one of Zambia’s most important economic sectors, contributing to job creation, foreign exchange earnings, local business growth and investment attraction while helping preserve the country’s natural heritage.

Meanwhile, Zambia Tourism Agency Acting Chief Executive Officer Abigail Shansonga said sustainability is becoming a key factor influencing travel decisions globally, with tourists increasingly seeking destinations and experiences that create positive social and environmental impacts.

Citing international research, Ms. Shansonga said 70 percent of travellers actively look for sustainable travel options, while nearly three-quarters intend to make more environmentally responsible travel choices in future.

“It is operators such as Green Safaris that demonstrate how tourism can create value beyond visitor experiences by supporting conservation, creating employment, strengthening local economies and contributing to the long-term stewardship of the natural assets upon which our tourism industry depends,” she said.

Over the past decade, Green Safaris has expanded its operations across some of the region’s premier tourism destinations, including Kafue, South Luangwa, Lower Zambezi, Livingstone and Likoma Island in Malawi.

Green Safaris Founder Vincent Kouwenhoven said the company’s mission extends beyond offering safari experiences to delivering lasting benefits for both communities and the environment.

“Through these initiatives, over US$410,000 was mobilised in 2025 towards conservation, education and community development initiatives across Zambia,” Mr. Kouwenhoven said.

Established in 2015, Green Safaris now operates eight lodges and camps in Zambia and Malawi, including the renowned Livingstone Island experience. The company has built a reputation for combining luxury hospitality with environmentally responsible tourism practices.

The anniversary celebrations come as Zambia continues to position itself as a preferred tourism destination under the “Zambia Moves You” campaign, with stakeholders increasingly recognising sustainable tourism as a key driver of long-term sector growth.

Industry players say the continued expansion of responsible tourism investments will be vital in protecting wildlife, empowering local communities and ensuring that tourism contributes meaningfully to Zambia’s economic development.