Zambia Sets Sights on 3 Million Arrivals and $1 Billion Tourism Industry by 2031
Zambia is targeting between 2.5 and 3 million international arrivals in 2026, building on the 2.3 million recorded in 2025, as the government positions tourism as a central pillar of economic diversification. Minister of Tourism Rodney Sikumba made the announcement at the official media launch for the Zambia Travel Expo (ZATEX) 2026, noting that the 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 in 2026, earmarked for infrastructure development, wildlife management, marketing, and job creation.
ZATEX 2026 is scheduled to take place from 4 to 6 June at the Mulungushi International Conference Centre in Lusaka, and is expected to host 150 exhibitors - including 24 small and medium enterprises - and 40 international buyers, up from 103 exhibitors and 28 buyers at the 2025 edition. Acting 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 enterprises. 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.
Source: Efficacy News
