Zambia’s tourism sector experienced remarkable growth in 2024, with foreign arrivals reaching 2.2 million, a significant increase of 900,000 compared to the 1.3 million recorded in 2023. This represents an impressive 70% year-on-year growth, solidifying tourism as one of the country’s best-performing sectors.
Speaking at a media briefing in Lusaka, Tourism Minister Rodney Sikumba highlighted key achievements that contributed to this surge, including improved marketing, increased budgetary allocations, and enhanced infrastructure.
Tourist Destination Visits and Revenue Growth
According to the minister, 530,110 visitors explored Zambia’s national museums, parks, and heritage sites in 2024, reflecting a 9% increase from the 486,418 visits recorded in 2023. This growth directly impacted government revenue, with non-tax income from tourism reaching K319.5 million—59% higher than the projected K200.9 million.
“Tourism is a key economic sector with huge potential to contribute to economic transformation, job creation, and environmental sustainability, as outlined in the Eighth National Development Plan (8NDP) and Vision 2030,” Mr. Sikumba stated.
He noted that since the United Party for National Development (UPND) took office in 2021, the tourism ministry’s budget has increased by 281%, from K338.5 million to K1.23 billion in 2025. This growth, he said, reflects the government’s commitment to expanding the sector under President Hakainde Hichilema’s leadership.
Promoting Zambia as a Prime Tourist Destination
Zambia boasts diverse wildlife, stunning landscapes, and a vibrant cultural heritage, making it a prime tourism hub. To enhance visibility, the government has strengthened digital marketing efforts, reaching 1.5 billion global views across social media platforms under the Zambia Tourism Agency.
Mr. Sikumba highlighted several initiatives aimed at boosting both international and domestic tourism:
- Tourism Excellence Awards: Recognizing industry leaders shaping Zambia’s hospitality sector.
- Domestic Tourism Campaign “Take Holiday Yamu Loko”: Encouraging local travel, with 51 operators signing up.
- Kavango Zambezi Transfrontier Conservation Area (KAZA) Summit: Hosting the first-ever meeting attended by leaders from Angola, Botswana, Namibia, Zambia, and Zimbabwe.
Wildlife Conservation and Infrastructure Upgrades
Sustainable tourism remains a priority, with the ministry launching Zambia’s first-ever National Community-Based Natural Resource Management Policy (2023-2027) to involve local communities in conservation efforts.
To combat human-wildlife conflicts, the government trained 80 wildlife police officers and 75 community scouts, procured rapid response vehicles, and distributed fireworks to scare off problem animals. Wildlife restocking efforts also saw the addition of lechwe, deer, impalas, zebras, white rhinos, and lions to national parks.
The government is also improving air connectivity, with feasibility studies underway for upgrading Jeki Airstrip (Lower Zambezi), Chunga Airstrip (Kafue National Park), and Kalabo Airstrip (Liuwa National Park). Additionally, 3,813 km of access and loop roads have been maintained to improve accessibility to tourist sites.
Zambia’s record-breaking tourism numbers in 2024 signal a bright future for the sector. With continued investment, improved infrastructure, and global marketing efforts, the country is well-positioned to attract even more visitors, driving economic growth and sustainability.