Zambia’s tourism sector saw impressive growth in 2024, with international tourist arrivals jumping to 2,199,820, up from 1,392,153 in 2023. Tourism Minister Rodney Sikumba announced the figures on Thursday, crediting the rise to increased government funding and strong collaboration with industry stakeholders.
Domestic tourism also grew, with 530,110 locals visiting tourist sites in 2024, compared to 486,418 the previous year. This dual growth highlights Zambia’s growing appeal both at home and abroad.
Looking ahead, the government aims to attract over 2.4 million international tourists in 2025 and boost domestic tourism by 30%. Sikumba expressed confidence in meeting these targets, pointing to successful marketing campaigns like the 2023 initiative to promote local travel.
A key driver of this success is the “Destination Zambia” digital campaign, which has racked up 1.5 billion views on social media. The campaign has effectively showcased Zambia’s wildlife, landscapes, and culture to a global audience.
To support this growth, the government is working with local communities and upgrading infrastructure, such as airstrips, to improve accessibility. “We’re not just focusing on numbers,” Sikumba said. “We want sustainable tourism that benefits all Zambians.”
Tourism is a vital part of Zambia’s economy, creating jobs and promoting cultural exchange. With its natural beauty and rich heritage, Zambia is quickly becoming a top destination in Africa.
As 2025 approaches, Zambia is well-positioned to achieve its tourism goals and strengthen its place in the global travel industry.