Zambia Targets MICE Growth with Improved Connectivity and Expanding Infrastructure
Zambia is making a structured push to establish itself as a competitive business events destination, with 15 global events scheduled for 2026, including the African Marketing Confederation Conference and the Africa Supply Chain Conference. The move comes against the backdrop of rapid growth in Africa's MICE sector, valued at $16.6 billion in 2023 and projected to reach $65.6 billion by 2032 at a compound annual growth rate of approximately 17%. Proflight Zambia now operates scheduled services linking Johannesburg and Cape Town directly to both Lusaka and Livingstone, with additional regional routes to Windhoek and Maun addressing one of the destination's historically cited barriers to conference business.
Infrastructure development is keeping pace with ambition. The Livingstone - Victoria Falls corridor is being repositioned as a year-round business events destination, while the recent establishment of a Hotel Managers Registration Council signals a drive to align hospitality standards with international MICE requirements. Zambia's selection as host of AviaDev Africa 2027, with Zambia Airports Corporation as official partner, has provided further external validation of the country's growing connectivity credentials. The country's Airlift Zambia Initiative continues to pursue new international carrier partnerships, and industry stakeholders argue that with venues, natural incentive assets and improving air access now in place, Zambia is well positioned to capture a meaningful share of the continent's business events growth in the years ahead.
Source: Inside Travel News
