Zambia’s Rising Appeal: Millions of Tourists Visit Setting New Record

Published on December 1, 2025

The tourism sector in Zambia has seen remarkable growth, with 2.2 million international tourist arrivals in 2024, as per the Zambia Tourism Agency (ZTA). The Minister of Tourism, Rodney Sikumba, disclosed this information to the Zambia National Tourism and Hospitality sector on the 2025 Tourism Excellence Awards held on Saturday Night. The 2024 arrivals surpass the 1.4 million international arrivals in 2023 and confirm Zambia as one of the fastest-growing tourism destinations in Africa.

The growth of Zambia’s tourism sector has primarily benefited from new marketing initiatives, developed tourist facilities, and the country’s unmatched physical and cultural attributes. Zambia has a new reputation as a tourism hotspot as international tourists flock to view the Victoria Falls, and experience the country’s magnificent safari and wildlife.

Zambia’s Tourism Growth: A Steady Rise in International Arrivals

Zambia’s tourism industry has been growing consistently over the last ten years. Since 2010 when the country had 652,000 international arrivals, the number of international arrivals tripled. This growth is the result of several different tourism related strategies throughout the country as well as the increasing international recognition of Zambia’s vast natural resources and adventure-related tourism opportunities.

Zambia’s tourism activities are well recognised and promoted by the ZTA and as a top destination in the world for wildlife adventures and culture. The national parks of Zambia such as South Luangwa, Lower Zambezi, and Kafue national parks are famous for elephants and lions and other wildlife rarities. Safari adventure tourism in these parks iseon of the main attractions.

Another equally important tourism attraction in Zambia is the rich culture and diverse people of the country. Tourists engage in/adopt the local customs and heritage in the culture of Zambia. This is facilitated through the visit of culture homes, cultural festivals and the education of the many indigenous tribes of the country. The tourism industry of the country is greatly enhanced by the genuine and authentic culture of the people of the country.

The Effects of Victoria Falls on the Growth of Tourism in Zambia

About on the border of Zambia and Zimbabwe and part of the Seven Natural Wonders of the World, Victoria Falls is one of the top attractions of Zambia tourism. Victoria Falls is a big attraction to tourists in the Livingstone area. In addition to the mesmerizing views the waterfalls provide, there are also adventure activities available such as white-water rafting, bungee jumping and helicopter rides.

The Mosi-oa-Tunya National Park near the waterfalls also offers tourists the opportunity to see many of Zambia’s ecosystems as the park offers hosts a variety of fauna such as giraffes, zebras and rhinos. The Livingstone’s area’s waterfalls and activities combined is what makes it the largest center for international tourism in the country.

Improvements in Infrastructure and Air Access

The rise in the volume of international tourists is due to the major improvements in Zambia’s transport and accommodation infrastructure which has been developed in the country. The government has focused on tourists and made improvements on their access to country attractions.

The rise in passenger numbers in Zambia’s tourism sector can also be attributed to the increase in air travel accessibility, as top international airlines have been establishing and operating direct routes to Lusaka and Livingstone. Consequently, tourism in Zambia has been further enhanced as vacationers from Europe, North America, and other African countries can travel to Zambia more conveniently.

The ongoing tourism-related investments, especially the construction of more hotels, lodges, and resorts, have diversified the accommodation choices available to tourists. Visitors also have the option of choosing from a wide range of accommodation facilities, depending on their travel budgets, as more affordable and high-end facilities are now available.

Advocacy for Responsible and Sustainable Tourism

The expansion of the tourism sector in Zambia has also seen the emergence of the advocacy for responsible and sustainable tourism. In collaboration with international bodies, local communities, and the government, sustainable tourism has been designed in a way that the tourism development does not exploit the country’s natural resources, and the local communities are not marginalized. The country’s intact ecosystems are preserved through initiatives that promote responsible tourism and eco-tourism.

Zambia devotes part of its national strategy to align tourism with wildlife conservation. To achieve this, national parks and tourism conservancies operate with local communities to merge tourism with conservation. To mitigate the effects of tourism, the country has also taken measures such as the construction of environmentally friendly lodges and the installation of solid waste disposal systems and energy-efficient facilities.

Zambia seeks to achieve and maintain a balance between economic and environmental gains through the promotion of sustainable tourism. This dedication further affirms the country’s devotion to preserving the environment for the enjoyment of travelers yet to come.

The Impact of the Tourism Industry on the Economy of Zambia

Because of the significant contributions to the national GDP and the provision of thousands of jobs to the local workforce, tourism is one of the most positive economic sectors for Zambia. Increases in international travelers result in more income for the tourism sector, and in turn, sustains and grows the income of local communities and businesses.

The growth of Zambia’s tourism sector due to its integration into the national development strategy has also facilitated the creation of new SMEs in the hospitality, transport, and retail industries. The role of the tourism sector in the development of the Zambian economy is crucial and is forecasting increased contributions to the growth of the economy, more employment opportunities, and Poverty alleviations.

The Future Looks Bright: Continued Expansion of Zambia’s Tourism Sector

The tourism sector in Zambia is growing at a fast rate and has now reached its peak in international arrivals. The country’s attractions of stunning landscapes, a wide variety of wildlife, unique and rich culture, and endless activities draws in tourists around the globe. Zambia is easily one of the top countries to visit in Africa and will continue to hold that title. The tourism sector will continue to grow in Zambia with the expected development of marketing and tourism infrastructure.

The growth of the tourism sector is expected to continue into and beyond 2025, with even higher growth expected in the number of arrivals to Zambia, due to its expected increased growth of a tourism sector in the region.