ZATEX 2025:
Showcasing Zambia as Africa’s Next Premier Travel Hub
The Zambia Tourism Agency (ZTA) has announced the official dates for the highly anticipated Zambia Travel Expo (ZATEX), the nation’s premier tourism trade and consumer show. Scheduled to take place from 5 to 7 June 2025 at Mulungushi International Conference Centre, Kenneth Kaunda Wing, in Lusaka, ZATEX serves 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 flagship marketing initiative between the Ministry of Tourism, ZTA and the Tourism Council of Zambia, 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 supports 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.
The 2025 edition of ZATEX comes as Zambia accelerates 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.
Over the three-day event, ZATEX will facilitate high-impact networking opportunities through structured meetings, exhibitions, experiential product showcases, and hosted buyer programs. These engagements are 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 will also feature technical sessions on market trends, sustainability, investment opportunities, and digital transformation within tourism — all curated to enhance sector knowledge and inform decision-making.
What sets ZATEX apart is its dual appeal to both trade professionals and the consumer market. While B2B activities will dominate the first two days, the third day is open to the public, enabling direct brand-to-consumer interaction and stimulating domestic tourism demand. This hybrid format ensures exhibitors gain exposure not only to international travel buyers but also to local consumers seeking unique travel experiences within Zambia’s vast tourism landscape.
For stakeholders, ZATEX represents a cost-effective and targeted marketing opportunity to position their offerings in front of key decision-makers and potential partners. The hosted buyer program draws selected international buyers and media influencers whose participation is based on a proven ability to sell Zambia and the Southern Africa region. By engaging this curated audience, exhibitors are assured of relevant leads and meaningful business conversations with tangible conversion potential.
Moreover, ZATEX complements regional tourism integration efforts under platforms such as the Kavango Zambezi Transfrontier Conservation Area (KAZA), Southern Africa Development Community (SADC) and the African Continental Free Trade Area (AfCFTA). It provides a vital interface for cross-border collaboration and destination bundling, supporting the development of multi-country itineraries that enhance Zambia’s value proposition in regional circuits.
From a destination branding perspective, ZATEX plays a central role in reinforcing Zambia’s tourism narrative — one that centres on authenticity, unspoiled nature, rich cultural heritage, and warm hospitality. The Expo’s promotional campaigns, media engagement strategy, and content storytelling are crafted to align with Zambia’s long-term marketing positioning and to contribute directly to increased top-of-mind awareness in source markets.
Participation at ZATEX offers unparalleled visibility for tourism brands, both through the physical showcase and the digital amplification surrounding the event. Exhibitors and sponsors benefit from year-round promotional mileage through ZTA’s media platforms, international trade networks, and post-event engagement with hosted buyers and influencers. For small and medium tourism enterprises, ZATEX provides an essential springboard to access new markets, build brand presence, and learn from industry leaders.
As Zambia charts a path toward a resilient and inclusive tourism sector, ZATEX stands as a strategic convening platform — not merely a trade show, but a critical node in the value chain of destination marketing, product-market matchmaking, and investment facilitation. The 2025 edition is expected to attract over 1,500 participants, including buyers from Africa, Europe, Asia, and North America, as well as National Tourism Organisations (NTOs), development partners, and policymakers, reinforcing its role as a continental benchmark for tourism trade events.
ZTA invites all tourism operators, destination marketers, media practitioners, development partners, and investment facilitators to participate in ZATEX 2025. Together, we can build stronger linkages, amplify destination Zambia, and ensure that tourism contributes meaningfully to job creation, community empowerment, and sustainable economic growth.
Website: www.zatex.org
Email: [email protected]
Phone: +260 772 968 912
