Zambia’s Tourism Sector Breaks Records in 2025
The country’s tourism industry is registering exceptional growth, with international arrivals reaching a record 2.2 million in 2024 and strong performance continuing into 2025, the Zambia Tourism Agency (ZTA) has announced.
Speaking during the opening of the 2025 Tourism Excellence Awards in Lusaka, Minister of Tourism Rodney Sikumba said Zambia has already recorded two million international arrivals as of October 2025.
He attributed the surge to Government-led reforms, expanded marketing in India, China and the Gulf region, and a strengthened national MICE (Meetings, Incentives, Conferences and Exhibitions) calendar.
Mr Sikumba noted that the sector is on track to surpass its 2025 target of 2.4 million arrivals, with 1.8 million recorded by the end of the third quarter.
He highlighted several key achievements driving the sector’s momentum, including improved air connectivity, regulatory reforms, infrastructure upgrades supported by over US$100 million in development financing, and a revitalised domestic tourism campaign.
“The strong growth reflects strategic interventions across the sector, from service quality to destination development,” he said.
Zambia has also been ranked number one in Southern Africa for business tourism spending under the WTTC Regional Index. Business traveller expenditure now stands at 63 percent, more than double the continental average. The Minister emphasised that Zambia’s high scores in digital security and business readiness are positioning the country as a preferred regional hub for conferences and exhibitions.
Tourism’s contribution to employment continues to rise, with 473,000 people currently working in the sector. Projections show this figure could exceed 613,000 by 2034 due to increased private-sector activity and growing visitor numbers.
Mr Sikumba further confirmed that Government is upgrading priority tourism sites such as Kasaba Bay, Livingstone, Sioma Ngwezi, Liuwa Plain and the Lower Zambezi. These efforts aim to make destinations “investor-ready” through improvements in roads, electricity, water systems and other essential services.
He also reaffirmed Government support for domestic tourism through the revived Take a Holiday campaign, created in partnership with private operators to make local travel more affordable.
During the ceremony, ZTA Board Chairperson Daan Brink praised the agency’s progress since 2022, describing its journey as transformative. He said ZTA has adopted a technology-driven marketing strategy that has already reached over 600,000 people in 2025, exceeding its annual target.
Mr Brink noted that domestic tourism is expanding, with over 5,000 local travel packages sold and more companies purchasing tourism experiences for staff. The Vertex exhibition held in June 2025 drew more than 32,000 visitors and 103 exhibitors, with preparations for the 2026 edition underway.
Internationally, Zambia will intensify promotional campaigns in the UK, North America, Germany and South Africa, while expanding efforts in business tourism, identified as one of the fastest-growing markets.
However, Brink said compliance remains an area of concern, with a quarter of tourism enterprises operating outside regulatory standards. ZTA aims to attain full compliance by 2026 and has called for stronger collaboration with private operators.
ZTA’s marketing campaigns continue to gain recognition, with the agency winning several national and international awards, including Organisation of the Year at the 2025 Zambian Business Awards and Best Leisure Destination in Africa at the Africa Travel Indaba.
Looking ahead, Mr Brink said projections for 2026 remain positive for both international and domestic tourism. The Holiday Yamu Loko campaign has recorded steady 10 percent growth and now includes 107 operators targeting 5,000 domestic bookings.
“Digital visibility for Destination Zambia is unmatched,” he said, citing 1.5 billion global views across platforms in 2024.
