Zambia’s Tourism Minister Spearheads Growth Strategy at Indaba 2025
Zambia made a resounding statement at Africa’s Travel Indaba 2025, showcasing its commitment to becoming a premier tourism destination. Led by Tourism Minister Rodney Sikumba, a delegation of 41 co-exhibitors and key stakeholders engaged in strategic meetings and business interactions, aiming to unlock the nation’s vast tourism potential.
The Indaba, held in Durban, provided a crucial platform for Zambia to connect with global industry players. Minister Sikumba emphasized the importance of collaboration and a unified African approach to tourism, highlighting Zambia’s visa-free access for 167 countries and advocating for an open skies policy to boost intra-African travel.
Zambia’s tourism sector is experiencing remarkable growth, with over two million international arrivals in 2024 and projections exceeding 2.4 million in 2025. This positive trajectory is further reinforced by a 35% year-on-year growth rate, outpacing regional competitors like Zimbabwe, Botswana, and Namibia.
The Indaba’s “Unlimited Africa” theme resonated strongly with Zambia’s vision. The delegation actively promoted the country’s diverse offerings, from the iconic Victoria Falls to the rich cultural heritage and abundant wildlife. Digital marketing campaigns, reaching over 1.5 billion global views, are further amplifying Zambia’s appeal as a must-visit destination.
Minister Sikumba’s leadership at Indaba underscored the government’s commitment to developing sustainable tourism. Initiatives like the Graduate Training Programme are equipping young professionals with the skills needed to drive the sector forward. The focus on community-based resource management and preserving sacred sites aligns with global sustainability trends, attracting environmentally conscious travelers.
Zambia’s participation at Indaba 2025 was not just about showcasing its offerings; it was about forging strategic partnerships and attracting investment. The high-impact B2B interactions and government-level meetings laid the groundwork for future collaborations and sustainable growth in the tourism sector.
The KK exhibition at Lusaka’s KK Mall, honoring founding father Kenneth Kaunda, further exemplifies Zambia’s focus on cultural tourism. This exhibition, combined with historical sites like Chilenje House 394 and the Lusaka National Museum, offers a unique glimpse into Zambia’s rich history and provides travel agents with compelling narratives to attract culturally curious travelers.
With its stunning natural landscapes, vibrant cultural heritage, and proactive government support, Zambia is poised to become a leading tourism destination in Africa. The Indaba 2025 served as a springboard for this vision, connecting Zambia with the global travel market and solidifying its position as a rising star in African tourism.
