Zambia Steps Up Tourism Drive as It Prepares to Host 2026 AESATA Conference
The Minister of Tourism, Honourable Rodney Sikumba, has called on tourism stakeholders to offer their full support as Zambia prepares to host the 2026 Africa Eastern and Southern Africa Travel Agents (AESATA) Conference in Livingstone.
Speaking during the official handover of the AESATA mantle in Lusaka today, Minister Sikumba said the forthcoming conference presents a major opportunity to accelerate tourism growth and expand business prospects across the sector.
He highlighted the country’s strong performance in recent years, noting that Zambia recorded 2.2 million international tourist arrivals in 2024, with an ambitious target of 3 million visitors in 2025. He emphasised that such milestones reaffirm Zambia’s growing reputation as a competitive and attractive destination.
Hosting the AESATA Conference, he said, will further position the nation at the forefront of Meetings, Incentives, Conferences and Exhibitions (MICE) tourism.
“As a country, we continue to experience positive growth in our tourism sector. In 2024 alone, Zambia welcomed 2.2 million international tourists. The AESATA Conference is a major regional platform, bringing together travel agents, airlines, tourism leaders and the media. Hosting this event gives us a unique opportunity to amplify Zambia’s tourism story,” he said.
Minister Sikumba added that the 2026 conference is expected to attract influential decision-makers who shape travel trends across Eastern and Southern Africa, offering Zambia a valuable platform to deepen business linkages and boost arrivals across all tourism circuits.
“For Zambia, this is a strategic moment. It provides an opportunity to showcase our destination to the world and to strengthen the business linkages that can boost tourist inflows across our circuits,” he said.
Meanwhile, the Chairperson of the Travel Agents Association of Zambia (TAAZ), Ms Hamida Malik, expressed confidence in the country’s readiness to host a successful and memorable event.
She stressed that Zambia stands to gain significantly from the global exposure that comes with displaying its diverse tourism offerings.
“Through this event, AESATA aims to strengthen partnerships, encourage innovation and stimulate new opportunities that will propel growth and transformation within the travel and tourism industry,” she said.
The conference, scheduled for June 2026, is expected to draw close to 200 delegates from across the region.
