ZAMBIA'S tourism industry is growing faster than ever, with international visitors reaching a new high of 2.2 million in 2024 and the trend continuing into 2025. Tourism Minister Rodney Sikumba shared that by October 2025, the country had already welcomed two million tourists. He said this growth is thanks to government changes, better global marketing, and a more active MICE (Meetings, Incentives, Conferences, Exhibitions) schedule.
The main factors behind this growth include better air travel options, new rules that make it easier for visitors, and improved infrastructure.
These improvements were made possible by over $100 million in development support. Zambia is now the top country in Southern Africa for business tourism spending, with business travelers making up 63% of all money spent more than twice the average in the region.
The tourism sector has also created a lot more jobs, with over 473,000 people now employed in the industry.
Experts expect this number to rise to over 613,000 by 2034. The government is continuing to invest in key areas like Kasaba Bay, Livingstone, Liuwa Plain, and the Lower Zambezi. They are also supporting local tourism through the recently revived Take a Holiday campaign.
The Zambia Tourism Agency (ZTA) is celebrating a big change, with more digitally focused marketing, international recognition, and growing interest in domestic travel.
The country is getting global attention with 1.5 billion views online. Big events, like the Vertex 2026 Exhibition, are being prepared, and the outlook for 2026 is very bright for both local and international tourists.
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Nice step to Zambians
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