Zambia Aligns Tourism Attachés with "Zambia Moves You" Strategy at ZATEX 2026
Zambia's Permanent Secretary in the Ministry of Tourism, Evans Muhanga, convened a strategic meeting with the country's Tourism Attachés on the sidelines of the Zambia Travel Expo (ZATEX) 2026 in Lusaka. The engagement provided a direct platform to assess progress in promoting Zambia across key international markets, with discussions centred on strengthening destination marketing, increasing tourist arrivals, attracting investment, and raising Zambia's global profile. Muhanga underscored the importance of aligning international promotional activities with the government's economic transformation agenda and the national "Zambia Moves You" destination brand campaign.
Attachés were urged to intensify efforts through strategic partnerships, international tourism fairs, digital platforms, and stakeholder engagements, working in close coordination with the Zambia Tourism Agency, tour operators, airlines, and international partners. The meeting also turned attention to ZATEX 2027, with early planning discussions focusing on expanding international participation, strengthening business-to-business engagements, and attracting a greater number of hosted buyers to grow the expo's standing as a leading regional travel trade event. ZATEX remains Zambia's flagship tourism marketing platform, bringing together industry players, investors, media, and travel professionals to showcase the country's tourism potential.