PRESS STATEMENT
FOR IMMEDIATE RELEASE
Lusaka, 31 July 2025
The Ministry of Tourism has recorded a significant progress in Zambia’s tourism performance for the first half of 2025, with international arrivals and innovative data tracking tools positioning the country as a competitive and evolving destination.
As of June 2025, international arrivals stood at 1.2 million, exceeding the year-to-date target of 1.1 million and placing Zambia well on track to achieve its annual target of 2.4 million. This performance is a clear indicator of the positive momentum generated through international marketing campaigns, deliberate and intentional Government Interventions such as visa waivers, and improved tourism infrastructure.
Domestically, visits to museums, heritage sites and national parks have reached 241,510 against a mid-year target of 318,066. With more data expected to be added as validation continues for traditional ceremonies and holiday activities across tourism-rich areas like Livingstone, Siavonga and the Northern Circuit, this number is expected to increase.
The Ministry has begun integrating Mobile Network Organizations (MNOs) into its data collection process, which has already yielded promising results. Attendance figures from two major traditional ceremonies Kuomboka and N’cwala recorded 18,000 and 24,000 visitors respectively. This approach is enhancing the country’s ability to measure domestic tourism more accurately and holistically.
The average length of stay for tourists has also increased to 5 days, up from 3 days pre-2024, signaling deeper engagement with Zambia’s diverse tourism offerings. Hotel occupancy has also seen a boost, with Livingstone hotels reporting 70% occupancy, while the national average stands at 55%, compared to 40% pre-2023.
The Ministry has rolled out robust global campaigns under the “Destination Zambia” banner, leveraging powerful platforms like BBC Global Storytelling and Expedia to position Zambia as a premier travel destination. The BBC and Expedia engagements with the Ministry are expected to amount a heightened campaign for Zambia as outlined below:
• BBC Campaign Highlights:
o 12 million guaranteed impressions
o 480 TV commercials
o A flagship travel episode filmed in Zambia featuring a globally renowned presenter
o Multi-platform branded content targeting high-value, experience-driven travellers
• Expedia Campaign Focus:
o Promotion in key markets: USA, UK, and Germany
o Highlighting diverse destinations beyond Lusaka, Ndola, and Livingstone
o Access to analytics on booking patterns and traveller preferences
o Strategic partnerships with 200+ travel agents and 550 airlines
The Ministry is also gearing up to launch its domestic tourism campaign, ‘Take A Holiday Yamu Loko’, this September. Running for six months, the campaign aims to:
• Facilitate holiday packages for 5,000 domestic tourists
• Enlist 100 tourism operators across the country
• Encourage 20 companies to sponsor employee holiday incentives as part of corporate wellness initiatives.
The Ministry of Tourism remains committed to enhancing both domestic and international tourism, to increase the sector’s contribution to GDP, fostering job creation, economic diversification, and cultural preservation. We thank our stakeholders, partners, and the Zambian people for their continued support in making Zambia a destination of choice.
Issued by
Nelly Banda
Principal Public Relations Officer
Ministry of Tourism
Banda.Nelly@mot.gov.zm
