The Zambia Tourism Agency (ZTA) has signed a landmark six-month global media tourism promotion campaign in collaboration with the British Broadcasting Corporation (BBC) and Expedia, one of the world’s leading online travel agencies. The campaign is expected to significantly elevate Zambia’s international profile as a premier travel destination.
Speaking at the official signing ceremony, ZTA Chief Executive Officer Matongo Matamwandi described the initiative as a bold step forward in Zambia’s mission to grow its global tourism footprint. “This partnership marks a major milestone in Zambia’s strategy to elevate its global tourism image. By leveraging BBC’s global storytelling expertise and Expedia’s data insights, it will help us attract high-value tourists and reach our 2025 target of 2.4 million international arrivals,” he said.
The campaign will run across BBC’s international television channels, websites, social media platforms, and partner networks, with a projected global reach of over 125 million viewers each month. Through captivating visuals and storytelling, the BBC will help bring Zambia’s breathtaking landscapes, diverse wildlife, and vibrant cultural heritage to an international audience.
At the same time, Expedia will provide a powerful platform to convert that awareness into real travel bookings. With more than 450 million visits to its platform monthly and a global user base of 155 million unique users, Expedia is one of the most influential travel tools worldwide. It partners with over 550 airlines and supports more than 200 travel agents, offering travelers everything from flight bookings to complete holiday packages.
ZTA aims to tap into four key emerging markets and convert travel interest into confirmed visits using Expedia’s analytics and booking tools. With 34 million people globally planning trips to Africa in 2025, this campaign comes at a critical time for Zambia to stake its claim as a top destination on the continent.
The initiative is also aligned with ZTA’s broader 2025 marketing objectives: to inspire at least 2.4 million international arrivals, boost Zambia’s share of global travel-related online search queries, and grow its social media following by more than 10%.
ZTA’s mandate includes not only promoting and marketing Zambia as a destination of choice but also regulating the tourism industry to ensure quality experiences for both local and international travelers.
By harnessing the BBC’s global media influence and Expedia’s market-leading travel technology, Zambia is positioning itself to attract a new wave of adventure seekers, nature lovers, and cultural explorers eager to experience what the country has to offer.
The campaign is set to redefine Zambia’s place on the world tourism map—transforming interest into arrivals, and awareness into sustainable growth for the country’s tourism sector.