ZTA Launches Global Promotion Campaign with BBC and Expedia
The Zambia Tourism Agency (ZTA) has signed a landmark six-month global tourism promotion campaign with two of the world’s leading media and travel companies, the British Broadcasting Corporation (BBC) and Expedia, in a bold effort to position Zambia as one of Africa’s top travel destinations.
Unveiled during a signing ceremony in Lusaka, the initiative will see BBC produce and broadcast engaging multimedia content highlighting Zambia’s natural wonders, authentic safari experiences, and cultural richness.
The campaign will be featured across BBC’s international TV channels, websites, social media platforms, and global partner networks, targeting 125 million monthly viewers in more than 200 countries. The campaign promises 295 million website visits and at least 11.5 million guaranteed impressions.
“This partnership marks a major milestone in Zambia’s strategy to elevate its global tourism image,” said ZTA Chief Executive Officer Mr. Matongo Matamwandi. “By leveraging BBC’s global storytelling expertise and Expedia’s data insights, it will help us attract high-value tourists and reach our 2025 target of 2.4 million international arrivals.”
The announcement comes at a strategic time, as global travel rebounds with over 34 million people planning trips to Africa this year. Notably, 76% of these travelers are seeking safari holidays — a market segment where Zambia stands out for its untamed and immersive safari experiences in pristine natural settings.
Expedia’s involvement in the campaign will enable ZTA to convert destination interest into actual bookings. With over 450 million visits monthly, 155 million unique users, and a vast network of 550 airlines and 200+ travel agents, Expedia is one of the world’s top online travel platforms.
ZTA will utilize the platform’s advanced data analytics and global reach to track traveler behavior and drive bookings to Zambia.
The campaign will focus on penetrating four emerging international markets, expanding Zambia’s share of global travel-related search queries, and growing ZTA’s digital audience by over 10%.
ZTA, mandated to market and regulate Zambia’s tourism sector, views this campaign as a critical step in reaching its 2025 goal of 2.4 million international arrivals and establishing Zambia as a competitive and compelling travel destination on the world stage.
