Lusaka Tourism Update: New Board Formed as Zambia Visitor Numbers Double

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Zambia, Lusaka, and Victoria Falls are stepping into a new phase of tourism growth as the country officially inaugurated a new Board of Directors for the Zambia Tourism Agency amid record visitor growth and expanding global tourism visibility.

The inauguration ceremony took place in Lusaka on May 9, 2026, led by Rodney M. Sikumba. The newly appointed board will serve from 2026 to 2029 and is expected to guide Zambia’s tourism sector through its next stage of international expansion, destination diversification, and tourism investment.

The announcement comes as Zambia records one of the strongest tourism recovery stories in Southern Africa, with international tourist arrivals increasing from just over one million in 2022 to approximately 2.3 million visitors in 2025.

Zambia Tourism Arrivals More Than Double Since 2022

Zambia’s tourism growth has accelerated significantly over the last three years, supported by improved destination marketing, stronger airline connectivity, tourism investment, and rising international interest in African travel experiences.

Zambia Tourism Growth Snapshot

Government officials say the increase reflects growing confidence in Zambia’s tourism sector and its broader economic development strategy.

Tourism is increasingly being positioned not only as a leisure industry but also as a major contributor to:

• Economic diversification
• Employment creation
• Foreign exchange earnings
• Infrastructure development
• Regional tourism cooperation
• International investment

The tourism sector’s growing role aligns with Zambia’s long-term national development priorities under the administration of Hakainde Hichilema.

New Tourism Board to Guide Zambia’s Next Tourism Expansion

The new Zambia Tourism Agency Board is chaired by Keira L. Johnson and includes representatives from both government institutions and private sector tourism stakeholders.

Tourism officials described the board’s appointment as a major step toward strengthening Zambia’s competitiveness in the global tourism market.

Key Focus Areas for the New Board

Government leaders emphasized that the agency must become increasingly innovative, digitally focused, and globally competitive as international tourism markets continue evolving.

Zambia Diversifies Beyond Traditional Tourism Attractions

While Zambia remains globally known for Victoria Falls and its safari tourism experiences, tourism authorities are now actively promoting broader tourism segments to attract new traveler categories.

The country is expanding focus into:

• Cultural tourism
• Heritage tourism
• Adventure tourism
• Eco-tourism
• Gastronomy tourism
• Sports tourism
• Faith tourism
• Community tourism
• Meetings and events tourism

This diversification strategy reflects changing global traveler preferences, where visitors increasingly seek immersive, experience-based tourism rather than traditional sightseeing alone.

Victoria Falls Continues Driving International Tourism

Victoria Falls remains Zambia’s flagship tourism attraction and one of Africa’s most internationally recognized natural destinations.

Located along the border between Zambia and Zimbabwe, the waterfall continues attracting travelers seeking:

• Adventure tourism
• Luxury travel
• Nature tourism
• Photography experiences
• River cruises
• Wildlife excursions

The surrounding region also benefits from tourism growth through hotels, lodges, transport services, restaurants, and tour operators.

Increased international airline connectivity and regional travel partnerships are helping improve access to the destination from Europe, the Middle East, Asia, and other African markets.

Wildlife and Eco-Tourism Gain Momentum

Zambia’s national parks continue playing a major role in the country’s tourism strategy.

Popular wildlife destinations include:

• South Luangwa National Park
• Kafue National Park
• Lower Zambezi National Park

These parks are increasingly attracting international safari travelers looking for less crowded wildlife experiences compared with more established African safari markets.

Eco-tourism and conservation tourism are also becoming important components of Zambia’s tourism positioning, especially among international travelers focused on sustainable travel experiences.

Zambia Increases Tourism Investment and Budget Support

Government investment in tourism has also expanded rapidly in recent years.

Zambia Tourism Budget Growth

The fourfold increase reflects growing recognition of tourism as a key economic sector capable of generating long-term national growth.

The increased funding is supporting:

• Destination marketing campaigns
• Tourism infrastructure
• Skills development
• Digital transformation
• International tourism promotion
• Investment attraction initiatives

Southern Africa Tourism Cooperation Expands

Zambia’s tourism growth is also strengthening broader regional tourism cooperation across Southern Africa.

Cross-border tourism itineraries linking Zambia with neighboring destinations are becoming increasingly popular among international travelers exploring multi-country African travel experiences.

Key regional tourism connections include:

Tourism authorities across Southern Africa continue promoting regional cooperation as international travelers increasingly seek multi-destination African experiences.

Zambia Focuses on Digital Tourism Transformation

Tourism leaders are also prioritizing digital transformation to strengthen Zambia’s competitiveness.

Abigail Shansonga emphasized the agency’s focus on digital marketing, tourism innovation, and tourism standards improvement.

Digital tourism strategies are becoming increasingly important as travelers rely heavily on online booking platforms, social media travel inspiration, destination reviews, and digital trip planning tools.

Tourism agencies across Africa are increasingly investing in technology-driven tourism promotion to compete more effectively for global visitor attention.

Key Takeaways

• Zambia has appointed a new Zambia Tourism Agency Board for 2026–2029.
• International tourist arrivals increased from just over 1 million in 2022 to 2.3 million in 2025.
• Zambia is diversifying tourism beyond Victoria Falls and safari travel.
• Tourism investment and government funding have increased significantly.
• Cultural, eco, adventure, and meetings tourism are becoming strategic priorities.
• Southern Africa regional tourism cooperation continues expanding.
• Zambia is strengthening digital tourism marketing and innovation efforts.

Conclusion

Zambia’s tourism sector is entering a major growth phase driven by rising international arrivals, stronger government investment, expanding tourism infrastructure, and renewed global interest in African travel experiences. The appointment of a new Zambia Tourism Agency Board comes at a critical moment as the country works to strengthen its international tourism competitiveness and diversify beyond traditional safari and waterfall tourism.

With destinations such as Victoria Falls, South Luangwa, Kafue National Park, and Lusaka gaining greater international visibility, Zambia is positioning itself as a broader tourism destination capable of attracting adventure travelers, cultural explorers, eco-tourists, and business visitors alike. The country’s rapid recovery since 2022 demonstrates how strategic investment, stronger connectivity, and focused tourism development can accelerate visitor growth within a relatively short period.

As Southern Africa continues expanding regional tourism partnerships and cross-border travel experiences, Zambia’s rising tourism profile is expected to create new opportunities for airlines, hotels, tour operators, hospitality investors, and regional tourism collaborations in the years ahead.