Zambia’s Tourism Booms as International Arrivals Surpass Mid-Year Target
Zambia’s tourism industry has recorded a strong performance in the first half of 2025, with international arrivals reaching 1.2 million by June, exceeding the mid-year target of 1.1 million. The Ministry of Tourism says the country is well on track to meet its annual goal of 2.4 million visitors.
According to the Ministry, this growth has been fueled by international marketing efforts under the Destination Zambia brand, visa waivers, and improved infrastructure. The campaigns have particularly gained traction through global platforms like BBC Global Storytelling and Expedia.
Under the BBC campaign, Zambia is set to benefit from 12 million guaranteed impressions, 480 TV commercials, and a flagship travel episode featuring a prominent presenter. The Expedia partnership, meanwhile, targets key markets in the USA, UK, and Germany, promoting destinations beyond traditional hotspots such as Lusaka, Ndola, and Livingstone.
Domestic tourism has also seen increased activity. Although current visits to museums, heritage sites, and national parks stand at 241,510, below the mid-year target of 318,066, officials say data validation is ongoing, especially from events like traditional ceremonies and holidays in areas such as the Northern Circuit, Siavonga, and Livingstone.
A notable innovation is the integration of Mobile Network Organizations (MNOs) into tourism data collection. The Kuomboka and N’cwala traditional ceremonies alone drew 18,000 and 24,000 visitors respectively, indicating strong local engagement.
The average tourist stay in Zambia has risen to 5 days, up from 3 days in previous years. Livingstone has recorded a 70% hotel occupancy rate, while the national average has climbed to 55%, up from 40% before 2023.
Looking ahead, the Ministry will launch a domestic tourism drive, Take A Holiday Yamu Loko, in September. The six-month campaign aims to support 5,000 local tourists through curated holiday packages, enlist 100 tourism operators, and encourage 20 companies to provide holiday incentives as part of employee wellness programs.
“The Ministry of Tourism is committed to driving both domestic and international tourism as key pillars for economic diversification, job creation, and cultural preservation,” said Nelly Banda, Principal Public Relations Officer.
