Zambia Exceeds Mid-Year Tourism Target with 1.2 Million International Arrivals
Zambia has surpassed its mid-year tourism target, recording 1.2 million international arrivals by June 2025, ahead of the projected 1.1 million. The Ministry of Tourism attributes this growth to increased international exposure through the Destination Zambia campaign, strategic partnerships with global platforms such as BBC Global Storytelling and Expedia, and improvements in visa policy and travel infrastructure. The country is now on course to achieve its annual goal of 2.4 million visitors.
While domestic tourism numbers remain under validation, national highlights include strong attendance at traditional ceremonies and increased engagement in heritage sites and national parks. Tourist stays have lengthened to an average of five days, and hotel occupancy in Livingstone has reached 70%. The Ministry is preparing to launch a domestic campaign titled Take A Holiday Yamu Loko in September, aimed at boosting internal travel through curated experiences and workplace travel incentives, reinforcing tourism’s growing role in Zambia’s economic diversification.
Source: Efficacy News