Zambia Tourism Agency Launches Global Promotion Campaign on Expedia
The Zambia Tourism Agency (ZTA) has launched a groundbreaking six-month global tourism promotion campaign in partnership with Expedia, one of the world’s largest online travel platforms. The initiative is designed to boost Zambia’s visibility as a premier travel destination and help achieve the government’s goal of attracting three million international visitors by 2026.
Announcing the campaign, ZTA highlighted that it comes at a time when global travel interest in Africa is surging, with 34 million people expected to visit the continent in 2025. Notably, 76% of these travellers have expressed interest in safari experiences, a segment in which Zambia’s authentic and untamed wildlife adventures stand out.
The partnership will leverage Expedia’s global reach, over 300 million monthly visits and 200 million active users, to convert travel interest into confirmed bookings. Expedia’s network, which includes more than 550 airline partners and 200 travel agencies, makes it a powerful platform for positioning Zambia among top African destinations.
The campaign will showcase Zambia’s flagship attractions such as Victoria Falls, national parks, and cultural heritage sites, while also promoting emerging destinations like Samfya Beach. Expedia will distribute engaging multimedia content through its websites, social media platforms, and partner networks to reach adventure-seeking tourists across the world.
Speaking at the launch, ZTA Chief Executive Officer Matongo Matamwandi described the partnership as a strategic milestone in Zambia’s tourism marketing efforts. He said the collaboration not only enhances the country’s international profile but also creates direct opportunities for local tour operators to engage with potential visitors.
“Zambia’s focus is on building visibility in four emerging markets, and this campaign provides the perfect opportunity to connect with travellers seeking authentic African experiences,” said Mr. Matamwandi. He added that achieving the 2026 tourism target would depend on continued government support for similar strategic initiatives.
The ZTA expressed confidence that the partnership with Expedia will deliver lasting benefits for the tourism sector, driving increased arrivals, investment, and employment across Zambia’s hospitality industry.
