Zambia targets $1 billion tourism revenue, 3 million visitors in 2026    

As Zambia prepares to host the Zambia Travel Expo (ZATEX) 2026, the government has set an ambitious goal: attracting 3 million international visitors next year and building a $1 billion tourism economy by 2031. 

With less than three months to the Lusaka-based expo, Zambia is positioning tourism as a central driver of economic growth and job creation, in line with the Eighth National Development Plan (8NDP). Officials say the sector’s expansion touches multiple areas, including hospitality, transport, agriculture, and creative industries. 

Tourism budget rises to $80 million

Speaking at the media launch, Rodney Sikumba, Minister of Tourism, emphasized the government’s focus on elevating tourism within Zambia’s economic agenda. “Following a strong 2025, when the country welcomed 2.3 million international arrivals, we are aiming for between 2.5 and 3 million visitors in 2026,” Sikumba said. “We want the sector to contribute $1 billion annually by 2031.” 

To support this growth, the government has increased the tourism budget to ZMW 1.5 billion ($80 million) for 2026. The funding will target infrastructure improvements, wildlife conservation, job creation, and enhanced marketing efforts through platforms such as ZATEX.

ZATEX 2026: Connecting businesses and markets 

Acting CEO of the Zambia Tourism Agency, Abigail Shansonga, highlighted the expo’s evolving role in fostering partnerships and expanding market access for local tourism enterprises. 

“The 2025 expo hosted 103 exhibitors and 28 international buyers. This year, we expect 150 exhibitors, including 24 small and medium enterprises, and 40 international buyers,” she said. 

Shansonga added that ZATEX 2026 will focus on structured business-to-business engagements and deal-making, offering local tourism operators broader exposure to international markets. 

ZATEX boosts Zambia’s tourism profile

Industry stakeholders have praised the event’s impact. Glyden Mungaila, Chairperson of the Tourism Council of Zambia, described ZATEX as a platform that strengthens Zambia’s competitiveness as a travel destination. 

Regional collaboration is also in the spotlight. Mildred Chalikulima, South African Airways Country Director, said joint marketing and cross-border tourism initiatives are critical for raising Africa’s profile globally. 

ZATEX 2026 will run from June 4–6 at the Mulungushi International Conference Centre in Lusaka. The event is expected to attract regional and international participants, further cementing Zambia’s status as an emerging hub for tourism investment, partnerships, and innovation.

Zambia Travel Expo continues to showcase the country’s diverse tourism offerings, linking local providers with international buyers and supporting the sector’s growth through exposure and strategic partnerships.