Zambia’s tourism sector is experiencing strong recovery and growth, with international arrivals surging from 1.3 million in 2023 to 2.3 million recorded in 2025, driven by natural attractions like Victoria Falls, national parks and diversifying its offer into less - explored areas and following this brilliant trajectory the country is targeting between 2.5 and 3 million arrivals in 2026.
The Zambian Government positions tourism as a central pillar economy diversification. The country is diversifying its tourism sector to reduce reliance on mining and Victoria Falls with initiatives focus on promoting waterfalls and wildlife in the northern region with the “Northern Circuit” highlighting the beauty of Kasanka National Park, eco - tourism, cultural experiences, and boosting Meetings, Incentives, Conferences, and Exhibitions (MICE) segment in cities like Lusaka.
Minister of Tourism Rodney Sikumba made the announcement at the official media launch for the Zambia Travel Expo (ZATEX) 2026, stating that the tourism sector carries ambitions to reach a $1 billion annual industry by 2031.
To support this growth, the government has increased the tourism budget to K1.5 billion this year, earnmarked for infrastructure development, wildlife management, marketing, and job creation.
ZATEX 2026, held June 4th - 6th, 2026 at the Mulungushi International Conference Center in Lusaka under the theme “Building Authentic and Sustainable Tourism Through Partnership” aims to connect global travel trade professionals with Zambia’s tourism sector and is expected to host 150 exhibitors, including 24 small and medium enterprises, and 40 international buyers, fostering networking, B2B meetings, and investment opportunities to achieve 3 million tourist arrivals.
Chief Executive Officer of the Zambia Tourism Agency, Abigail Shansonga, highlighted the expo’s role in facilitating structured business - to - business engagements and expanding market access for local tourism companies.
South African Airways Country Director Mildred Chalikulima also underscored the importance of regional collaboration, noting that joint marketing and cross - border tourism initiatives remain key to enhancing Africa’s global competitiveness.
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