The Zambia Tourism Agency (ZTA) has announced that the industry is on track to reach its goal of attracting 2.4 million visitors this year, reporting that by October 2025, two million international arrivals had already been recorded. 2024 saw 2.2 million international arrivals and several advertising campaigns to key markets such as Germany, the UK, North America and South Africa – as well as to newer markets such as India, China and the Gulf states – should increase that number by several hundred thousand this year.

Currently, around 473 000 people are employed in the travel sector with projections suggesting this could rise to 613 000 by 2034 if visitor numbers continue to grow. A key concern of the ZTA is ensuring full compliance with regulatory standards by 2026: currently around 75% of tourism enterprises are compliant. Efforts are continuing to ensure all players are adhering to regulations.

In addition, upgrades are being rolled out to under-serviced tourism areas including Kasaba Bay, Livingstone, Sioma Ngwezi, Luiwa Plain and Lower Zambezi National Park to ensure road, electricity and water infrastructure and other essential services can support visitor numbers.

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PHOTO CREDIT Royal Zambezi Lodge

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