Zambia posts record tourism – 2025 arrivals on track to top 2.4m
Zambia’s tourism sector is setting new benchmarks, with a record 2.2 million international arrivals in 2024 and two million already recorded by October 2025, according to the Zambia Tourism Agency. Tourism Minister Rodney Sikumba said the country is on course to surpass its 2025 target of 2.4 million, crediting policy reforms, expanded marketing in India, China and the Gulf, a stronger MICE calendar, improved air connectivity and infrastructure upgrades backed by over US$100 million.
Business travel is a key driver – Zambia ranks first in Southern Africa for business tourism spending under the WTTC Regional Index, with business traveller expenditure accounting for 63% of the total, more than double the continental average. The sector employs 473,000 people, with projections of 613,000 by 2034. Government is upgrading priority sites including Kasaba Bay, Livingstone, Sioma Ngwezi, Liuwa Plain and the Lower Zambezi, while domestic campaigns and intensified promotion in the UK, North America, Germany and South Africa aim to deepen spend and sustain momentum.
Source: Efficacy News
