Zambia Signals Serious Investment Ambitions and Job Creation Focus at Indaba 2026
Zambia delivered a clear message at this year's Africa's Travel Indaba in Durban: tourism development must translate into tangible economic benefits, employment opportunities and meaningful partnerships. Government officials and industry leaders used the platform to position the Southern African nation as an investment-ready destination with a sharp focus on inclusive growth and regional cooperation.
Speaking during Zambia Day, held on the margins of the continental trade show, Evans Muhanga, Permanent Secretary at Zambia's Ministry of Tourism, emphasised the sector's importance as an engine for youth employment. His message was direct and purposeful, welcoming investors while underscoring the expectation that partnerships should generate jobs for Zambians. This pragmatic approach reflects a broader strategy that looks beyond visitor numbers to measure success through economic participation across communities.
The evening event brought together buyers, exhibitors, media representatives and tourism stakeholders for an immersive experience featuring Zambian cuisine, beverages, music and networking. Rather than relying solely on traditional presentations, organisers designed the gathering to showcase the country's hospitality culture as a core element of its destination appeal. Locally produced beverages, including a gin that has earned continental recognition, highlighted Zambia's push to spotlight homegrown products alongside its natural attractions.
Zambia's participation at Africa's Travel Indaba 2026 represented its largest delegation to date, with 45 co-exhibitors present on the trade floor. Of these, 44 came from the private sector, signalling growing commercial confidence in the platform and the destination itself. This marked an increase from 38 exhibitors in the previous year, demonstrating sustained momentum within the industry.
Abigail Shansonga, Acting Chief Executive Officer of the Zambia Tourism Agency, noted the strong appetite among businesses to participate. She described consistently busy engagement tables throughout the event, reflecting genuine interest from international buyers and partners. Shansonga stressed that Zambia Day was conceived as an opportunity to move beyond brochures and sales pitches, allowing delegates to connect with the destination through authentic cultural experiences.
Looking ahead, Zambia is preparing to host ZATEX 2026, the country's flagship tourism trade expo, scheduled for 4 to 6 June at the Mulungushi International Conference Centre in Lusaka. Organised by the Zambia Tourism Agency, this annual event serves as the primary marketing platform linking local tourism enterprises with international markets. The 2026 edition is expected to be the largest yet, targeting 150 exhibitors with dedicated support for 24 small and medium enterprises. Additionally, 40 international hosted buyers have been invited as part of efforts to strengthen business-to-business engagement.
The theme for this year's expo, "Building Authentic and Sustainable Tourism Through Partnerships," reflects Zambia's strategic ambition to develop a one billion US dollar tourism industry by 2031. The country has also set a target of welcoming three million international arrivals this year, signalling confidence in its ability to compete for a larger share of the continental market. ZATEX will feature structured networking sessions, knowledge-sharing seminars and opportunities to showcase diverse offerings ranging from the iconic Victoria Falls to pristine wilderness safari experiences.
Regional collaboration featured prominently in Zambia's messaging at Indaba. Muhanga highlighted the importance of working together to grow Africa's collective tourism economy during media engagements. This perspective aligns with the broader focus of Africa's Travel Indaba on intra-African travel, shared growth and cross-border partnerships that benefit multiple destinations simultaneously.
For travel professionals across sub-Saharan Africa, Zambia's performance at Indaba offers valuable insights. Destinations that combine investment-friendly policies with authentic cultural positioning and clear economic objectives are increasingly attractive to buyers seeking meaningful partnerships. As regional competition intensifies, countries that articulate a compelling vision backed by coordinated action will capture the attention of discerning travellers and investors alike. Zambia appears determined to occupy that space.
