Zambia Tourism Agency launches six-month Expedia campaign
The Zambia Tourism Agency has launched a six-month global promotion campaign with Expedia to raise the country’s international profile and help meet the government’s target of three million visitors by 2026. Announced on 25 October, the partnership comes amid rising demand for Africa travel – an estimated 34 million visitors in 2025, with 76% interested in safari experiences – positioning Zambia’s wildlife offering and headline attractions for greater visibility.
The campaign will leverage Expedia’s scale – over 300 million monthly visits, 200 million active users, more than 550 airline partners and 200 travel agencies – to convert interest into bookings. Content will spotlight Victoria Falls, national parks, cultural heritage sites and emerging destinations such as Samfya Beach, with distribution across Expedia’s websites, social channels and partner network. ZTA CEO Matongo Matamwandi called the tie-up a strategic step to reach new source markets and create opportunities for local operators, with the agency expecting gains in arrivals, investment and employment across Zambia’s tourism sector.
Source: Efficacy News
