Zambia Travel Expo 2025 Sparks Excitement for Tourism Growth

From 5th7th June 2025, the Zambia Tourism Agency, in collaboration with the Ministry of Tourism and Tourism Council of Zambia, successfully hosted the Zambia Travel Expo 2025, which was celebrated under the theme “Sustainable Tourism: Driving Inclusive Growth.” This marked a significant milestone in Zambia’s ongoing efforts to market and boost its tourism industry and position itself as a premier travel destination of choice in Africa and the world at large. ZATEX served as a powerful platform designed to facilitate business-to-business (B2B) and business-to-consumer (B2C) engagement, catalyse strategic partnerships, and amplify destination visibility across domestic, regional, and international source markets.

ZATEX is the annual flagship marketing initiative curated to reposition Zambia as a competitive and compelling tourism destination in the global arena. Anchored in the National Tourism Policy and aligned with the broader objectives of the Eighth National Development Plan (8NDP), the Expo directly supported the Agency’s strategic thrust to boost arrivals, grow tourism receipts, and strengthen Zambia’s brand equity as an authentic, adventure-rich, and sustainable destination.

ZATEX 2025 was a strategic platform designed to accelerate Zambia’s tourism sector, boost revenue for local operators, and facilitate global partnerships, as evidenced by the attendance of hosted buyers and local tourism enterprises. It attracted key buyers from international markets, including the United Kingdom, Spain, Kenya, Poland, South Africa, Malawi, and Zimbabwe, totalling 28 hosted buyers. This improved Zambia’s position in the global tourism industry, strengthened domestic tourism, and promoted sustainable growth within the sector.

The presence of hosted buyers fostered strategic partnerships between Zambia and other African nations, promoting regional tourism circuits and joint marketing initiatives. Such collaborations are vital for positioning Zambia as a gateway to exploring the broader Southern African region.

The 2025 edition came at a time when Zambia is accelerating its tourism sector recovery and growth following the post-pandemic rebound. With growing interest from international source markets and increasing investment in product development, the Expo provides a unique window for travel trade professionals, buyers, and media from across the region and beyond to connect with Zambia’s tourism suppliers, from lodge owners and tour operators to conservation partners and local community enterprises.

The three-day event attracted over 1,500 attendees, including international buyers, industry stakeholders, media representatives, tourism enthusiasts, and 103 tourism sector exhibitors. ZATEX facilitated high-impact networking opportunities through structured meetings, exhibitions, experiential product showcases, and hosted buyer programs. These engagements were strategically designed to unlock market access for Zambian tourism products while offering buyers immersive insights into the diversity and authenticity of the Zambian travel experience. The Expo also featured technical sessions on market trends, sustainability, investment opportunities, and digital transformation within tourism, all curated to enhance sector knowledge and inform decision-making.

Some of the highlights of the Expo included the extensive showcasing of Zambia’s natural attractions. The country’s renowned national parks, such as South Luangwa, Lower Zambezi, Kafue, and North Luangwa, were prominently featured through immersive presentations and virtual reality experiences. Visitors had the opportunity to learn about Zambia’s abundant wildlife, including the Big Five, and its world-class safari experiences.

For stakeholders, ZATEX represented a cost-effective and targeted marketing opportunity to position their offerings before key decision-makers and potential partners. The hosted buyer program drew selected international buyers and media influencers whose participation was based on a proven ability to sell destination Zambia.

From a destination branding perspective, ZATEX played a central role in reinforcing Zambia’s tourism narrative as one that centres on authenticity, unspoiled nature, rich cultural heritage, and warm hospitality. The Expo’s promotional campaigns, media engagement strategy, and content storytelling were crafted to align with Zambia’s long-term marketing positioning and to contribute directly to increased top-of-mind awareness in source markets.

The Expo underscored Zambia’s commitment to sustainable tourism, with discussions on conservation efforts and eco-friendly travel practices. Several exhibitors highlighted innovative lodges and camps that blend luxury with environmental responsibility, appealing to the growing eco-conscious traveller demographic.

Speaking to the media on the sidelines of ZATEX, Minister of Tourism of Zambia, Rodney Sikumba, described the Expo as a success, which signals a positive trajectory for Zambia’s tourism sector, which has shown resilience and growth in the last two years.  Mr. Sikumba added that with the ongoing infrastructure development, strategic marketing, and community engagement, Zambia is well-positioned to become a top travel destination of choice in Africa.

“Together, we can build stronger linkages, amplify destination Zambia, and ensure that tourism contributes meaningfully to job creation, community empowerment, and sustainable economic growth,” he stated.

Angola’s Minister of Tourism, Márcio de Jesus Lopes Daniel, reiterated the collective need for collaboration to boost Africa’s global share of tourist arrivals, during the ZATEX official opening. He reaffirmed Angola’s commitment to fostering regional tourism growth and boosting intra-Africa trade through its participation at ZATEX 2025.

Looking ahead, the government and stakeholders plan to build on the momentum generated by ZATEX 2025 to make it an annual event on par with other travel shows. Future ZATEX editions will feature more digital marketing efforts, niche tourism segments such as adventure, medical, and sports tourism while enhancing regional integration.