Zambia exceeds mid-year tourism target with 1.2M international arrivals by June 2025 – Ministry of Tourism

ZAMBIA – According to Zambia’s Ministry of Tourism, the country has surpassed its mid-year tourism target by attracting 1.2 million international visitors by June 2025, beating the projected figure of 1.1 million.

This achievement reflects the country’s successful efforts to boost its global tourism profile and signals strong momentum for the year.

The Ministry of Tourism credits this surge to the highly effective Destination Zambia campaign, which has increased international exposure through strategic media partnerships.

Collaborations with global platforms such as BBC Global Storytelling and online travel giant Expedia have expanded awareness of Zambia’s natural beauty, cultural heritage, and wildlife experiences to new audiences worldwide.

In addition, improvements in visa policy, making travel easier for tourists, and significant upgrades to travel infrastructure, including airports and road networks, have streamlined access to Zambia’s key destinations.

Together, these initiatives have set Zambia on track to meet its ambitious annual goal of welcoming 2.4 million visitors in 2025.

Though domestic tourism numbers are still being validated, there are positive early signs of growth.

National highlights include strong attendance at traditional ceremonies, showcasing Zambia’s rich cultural heritage.

Increased engagement at heritage sites and national parks further emphasizes the country’s appeal to diverse traveler interests.

Tourist stays are lengthening, with the average duration reaching five days, allowing visitors more time to explore Zambia’s varied landscapes.

Hotel occupancy rates in popular regions like Livingstone have climbed to approximately 70%, demonstrating stronger demand for quality accommodation.

In support of this upward trend, the Ministry of Tourism is preparing to launch a domestic tourism campaign titled Take A Holiday Yamu Loko in September 2025.

The campaign aims to encourage internal travel by promoting curated experiences and offering workplace travel incentives to boost local engagement and enjoyment of Zambia’s attractions.

By reinforcing domestic tourism alongside the sustained growth in international arrivals, Zambia aims to strengthen tourism’s role as a key pillar in economic diversification.

The sector’s expansion is expected to create jobs, generate revenue, and support community development throughout the nation.

Overall, Zambia’s tourism sector presents a compelling growth story, backed by targeted marketing, improved accessibility, and inclusive initiatives that position the country as a rising star in global travel.

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