ZTA charts new tourism growth path



Agency renews drive to position Zambia as a leading African destination through stronger partnerships, improved standards and enhanced competitiveness

By Francis Maingaila ♥️

Lusaka, Zambia24 — (4-07-2026) -- The Zambia Tourism Agency (ZTA) has launched a renewed drive to position Zambia among Africa's leading tourism destinations by strengthening partnerships, improving service standards and enhancing the country's competitiveness.

The call was made during the Ndola Regional Tourism Stakeholder Engagement, held on the sidelines of the 60th Zambia International Trade Fair (ZITF), which brought together tourism and hospitality operators, government institutions, private sector partners and other industry players to discuss tourism development in the region.

Speaking on behalf of ZTA Board Chairperson Keira Johnson, ZTA Board Committee Member Christopher Nsenje said tourism remained one of Zambia's most strategic economic sectors, capable of attracting investment, creating jobs, supporting entrepreneurship and generating foreign exchange earnings.

Mr. Nsenje said the sector also creates strong linkages with transport, agriculture, technology, the creative industries and other sectors, making it a key driver of economic growth.

He said Zambia could only realise the full potential of its tourism industry through sustained collaboration between the public and private sectors.

"Tourism is a shared responsibility and its success depends on the strength of partnerships across the entire value chain. Through continued engagement with stakeholders, we can enhance destination competitiveness, improve visitor experiences and contribute meaningfully to Zambia's economic transformation agenda," Mr. Nsenje said.

He added that stakeholder engagements provide an important platform for dialogue, knowledge sharing and coordinated action aimed at increasing domestic tourism while attracting more international visitors.

ZTA Head of Policy, Planning and Information Robert Simushi Junior said the agency had continued implementing programmes to raise Zambia's visibility as a tourism destination, stimulate demand and support tourism enterprises following the sector's recovery from the COVID-19 pandemic.

Mr. Simushi urged tourism establishments to comply with licensing requirements and embrace grading and quality assurance systems, saying these were essential to improving service delivery, building consumer confidence and strengthening Zambia's competitiveness.

He also encouraged operators to participate in the upcoming Tourism Excellence Awards, which recognise innovation, outstanding performance and excellence in Zambia's tourism and hospitality industry.

Professional Insurance Corporation Zambia (PICZ) Northern Region Manager William Munalula highlighted the growing importance of public liability insurance and risk management in the tourism and hospitality sector.

Mr. Munalula said more establishments were adopting insurance as part of their business continuity strategies, noting that adequate cover protects businesses, employees and visitors while contributing to a safer and more resilient tourism industry.

The stakeholder engagement forms part of ZTA's ongoing regional consultations aimed at strengthening collaboration, improving tourism standards, sharing sector performance updates and supporting sustainable tourism growth across the country.

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