Tourism Minister Rodney Sikumba has reaffirmed that domestic tourism is the backbone of Zambia’s tourism industry and a vital driver of economic growth.
Speaking in Lusaka during the re-launch of the “Take a Holiday Yamu Loko” campaign, Mr. Sikumba encouraged Zambians to take pride in exploring their own country.
The campaign, which will run for six months from 12 September 2025 to 28 February 2026, is expected to provide over 5,000 Zambians with access to affordable travel packages.
Mr. Sikumba revealed that 150 operators have been enlisted to offer curated packages, while 20 companies will provide tourism incentives as part of employee wellness programs.
He emphasized that the initiative will showcase not only Livingstone but also Zambia’s “hidden gems,” including Samfya’s beaches, Nsumbu, Kasanka, Liuwa, Siavonga, Kafue, and the Lower Zambezi.
Meanwhile, Zambia Tourism Agency (ZTA) Chief Executive Officer Matongo Matamwandi said the agency has developed a comprehensive marketing strategy aligned with government priorities.
In a speech read on his behalf by ZTA Chief Marketing Officer Amanda Chipungu, Mr. Matamwandi announced that the agency has set a target to increase domestic tourism visits by 30 percent by the end of 2025.
Mwanfushi proprietor Musonda Katebe praised the Yamu Loko campaign as a positive initiative that will make tourism more accessible to locals.
Twalumba Resorts and Hotels proprietor Dr. Rozious Siatwambo added that the campaign reflects the industry’s readiness to serve Zambian tourists with quality services.
#tourism
