Zambia Targets 3 Million Tourists in 2026 as Sector Eyes $1 Billion Industry
The Government has reaffirmed its commitment to positioning tourism as a central pillar of economic diversification and job creation, as preparations for the Zambia Travel Expo (ZATEX) 2026 gather pace.
Aligned with the Eighth National Development Plan (8NDP), the move underscores tourism’s growing role in driving inclusive economic growth across sectors such as hospitality, transport, agriculture, and the creative industries.
Speaking during the official media launch, Minister of Tourism, Rodney Sikumba, said Government has made a deliberate decision to elevate tourism as a cornerstone of Zambia’s economic transformation agenda.
“Following a successful 2025, during which Zambia recorded 2.3 million international arrivals, we are targeting between 2.5 and 3 million arrivals in 2026,” he said. “The sector is rapidly expanding, with ambitions to reach a $1 billion annual industry by 2031.”
He added that Government has increased the tourism sector budget to K1.5 billion in 2026 to support infrastructure development, wildlife management, and job creation, while intensifying marketing efforts through platforms such as Zambia Travel Expo (ZATEX).
The expo, Zambia’s flagship tourism exhibition, continues to evolve into a high-impact business platform that facilitates market access, fosters partnerships, and attracts investment into the sector.
Providing an update, Acting Chief Executive Officer of the Zambia Tourism Agency, Abigail Shansonga, highlighted the progress made in previous editions.
“We are encouraged by the results of the 2025 Expo, which attracted 103 exhibitors and 28 international buyers. ZATEX 2026 is expected to host 150 exhibitors, including 24 small and medium enterprises, and 40 international buyers,” she said.
Ms Shansonga noted that this year’s edition has been designed to strengthen structured business-to-business engagements, facilitate deal-making, and expand market access for local tourism enterprises.
Industry stakeholders have also expressed strong support. Chairperson of the Tourism Council of Zambia, Glyden Mungaila, described ZATEX as a flagship platform driving Zambia’s competitiveness as a tourism destination.
Meanwhile, South African Airways Country Director, Mildred Chalikulima, emphasised the importance of regional collaboration, noting that joint marketing and cross-border tourism initiatives are key to enhancing Africa’s global competitiveness.
ZATEX 2026 is scheduled to take place from 4 to 6 June 2026 at the Mulungushi International Conference Centre in Lusaka. The event is expected to attract regional and international stakeholders, reinforcing Zambia’s position as an emerging hub for tourism investment, partnerships, and innovation.
