Zambia Tourism Expo Returns in June With Bold Visitor Arrival Targets for 2026
Travel professionals across sub-Saharan Africa should mark their calendars for one of the region's most significant tourism trade events this year. The Zambia Tourism Expo, widely known as ZATEX 2026, will take place from 4 to 6 June 2026 at the prestigious Mulungushi International Conference Centre in Lusaka, offering three days of networking, business development, and destination discovery.
The flagship event arrives at a pivotal moment for Zambian tourism, with the government setting ambitious targets that signal serious intent to position the sector as a cornerstone of national economic development. Authorities have announced goals of attracting between 2.5 and 3 million international tourist arrivals during 2026, building upon the 2.3 million visitors recorded in the previous year. These figures demonstrate meaningful momentum for a destination increasingly capturing global attention.
Beyond immediate visitor targets, Zambia has articulated longer-term aspirations that underscore the strategic importance placed on tourism growth. The government aims to develop a one billion US dollar tourism industry by 2031, a target that would transform the sector's contribution to national prosperity and create substantial employment opportunities for Zambian citizens.
Minister of Tourism Rodney Sikumba has emphasised the government's commitment to achieving these objectives, positioning tourism as a central pillar of economic diversification efforts. This political backing provides reassurance for international investors and tourism operators considering Zambian partnerships, while signalling to the travel trade that the destination merits serious attention.
ZATEX 2026 will operate under the theme of building authentic and sustainable tourism through partnerships, reflecting contemporary priorities that resonate with conscious travellers worldwide. This thematic focus acknowledges that successful tourism development requires collaboration between government bodies, private sector operators, local communities, and international partners working toward shared goals.
The three-day format has been designed to maximise productive engagement between exhibitors and buyers. Travel professionals attending can expect opportunities to discover new products, establish valuable business relationships, and gain firsthand exposure to Zambia's diverse tourism offerings. For agents across the continent seeking to expand their destination portfolios, such platforms provide irreplaceable face-to-face connection opportunities.
Zambia's tourism appeal rests on genuinely world-class attractions that compete favourably with any destination globally. The Victoria Falls, shared with neighbouring Zimbabwe, ranks among Earth's most spectacular natural wonders, drawing visitors from every continent. Beyond this iconic site, Zambia offers exceptional wildlife experiences across numerous national parks, including South Luangwa, Lower Zambezi, and Kafue, where walking safaris originated and continue to thrive.
The country's positioning within Southern Africa creates natural synergies with neighbouring destinations, enabling travel professionals to craft multi-country itineraries that showcase regional diversity. Combinations incorporating Zambia alongside Botswana, Zimbabwe, Namibia, or Malawi offer compelling value propositions for clients seeking comprehensive African experiences.
Industry voices have expressed strong support for ZATEX as a platform for advancing Zambian tourism interests. Helen McIntee-Carlisle, President of the African Marketing Confederation, has offered endorsement of the event, reflecting confidence among continental marketing professionals in its potential to generate meaningful business outcomes.
For African travel trade professionals, attendance at ZATEX 2026 presents multiple advantages. Direct engagement with Zambian suppliers enables negotiation of competitive rates and exclusive arrangements that strengthen competitive positioning. Knowledge gained through destination immersion translates into more confident and compelling sales conversations with clients. Professional relationships forged at such gatherings often evolve into lasting partnerships that benefit all parties.
As African tourism continues its post-pandemic recovery trajectory, events like ZATEX play vital roles in rebuilding connections and stimulating demand. The ambitious targets announced by Zambian authorities suggest a destination determined to capture its fair share of growing continental and global tourism flows. Travel professionals who engage early with this momentum stand to benefit most as Zambia's star continues rising on the international tourism stage.
