The Minister of Tourism, Hon. Rodney Sikumba, has officially announced the much-anticipated return of the Zambia Travel Expo (ZATEX) 2025 to the country’s annual tourism calendar. Speaking at the launch, the Minister highlighted that after a seven-year hiatus due to the unprecedented challenges brought on by the COVID-19 pandemic, ZATEX is making a comeback with renewed vigor, a broader vision, and a stronger commitment to promoting Zambia’s diverse tourism offerings.
With a focus on both domestic and regional markets, ZATEX 2025 aspires to evolve into an international platform within the next five years. The event will be held under the theme “Sustainable Tourism: Driving Inclusive Growth,” reinforcing Zambia’s dedication to eco-friendly travel and the advancement of sustainable tourism development. The Minister emphasized that the success of ZATEX hinges on the collaboration of all stakeholders, noting that the Ministry of Tourism and the Zambia Tourism Agency (ZTA) alone cannot achieve the event’s full potential without broad industry support.
The event will feature a well-structured program designed to facilitate meaningful industry engagement. Workshops, presentations, and side meetings will provide a forum for discussing critical topics within the tourism sector, while networking cocktails will create opportunities for valuable business interactions. Additionally, media-specific programs will enhance visibility for Zambia’s tourism offerings, and site inspections will allow Meetings, Incentives, Conferencing, and Exhibitions (MICE) buyers to explore key venues. Post-familiarization tours will further expose hosted buyers, Destination Management Companies (DMCs), media representatives, influencers, and celebrities to Zambia’s tourism landscape.
ZATEX 2025 is tailored to a broad spectrum of stakeholders to ensure comprehensive engagement across the tourism value chain. Trade professionals, including domestic and regional DMCs, travel agents, tour operators, and event planners, will have the opportunity to connect and explore business prospects. National Tourism Organizations (NTOs) and government agencies responsible for tourism promotion and policy formulation will play a critical role in shaping discussions.
Conservation organizations and non-governmental entities focusing on sustainability and community-driven tourism initiatives will contribute to the discourse on responsible tourism development. The event will also attract local and international investors interested in expanding tourism infrastructure and services. Domestic consumers seeking travel opportunities within Zambia and the broader region will have a platform to explore offerings, while international and regional buyers from key African and global markets will gain firsthand insights into Zambia’s tourism products
The primary objectives of ZATEX 2025 align with the broader vision of positioning Zambia as a premier tourism destination. The event will serve as a unified platform to market the country’s tourism assets, establish a key regional marketplace for industry players, and facilitate networking opportunities among stakeholders. Additionally, professional development in tourism marketing will be a core focus through various conferences and workshops. By bringing together a diverse range of tourism professionals, government representatives, conservation groups, investors, and media, the expo aims to boost revenue for local operators while fostering global partnerships. The strategic intent is to attract key buyers from international markets, strengthening Zambia’s position in the global tourism landscape and simultaneously enhancing domestic tourism.
Organized by the Zambia Tourism Agency in collaboration with the private sector and the Ministry responsible for Tourism, ZATEX 2025 will take place at the Mulungushi International Conference Centre in Lusaka from June 5-7, 2025. The event will serve as a pivotal platform for regional and international hosted buyers, as well as media representatives from key source markets, to engage in Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions. This approach is expected to generate valuable business opportunities and reinforce Zambia’s tourism brand.
Recognizing tourism as a priority sector within Zambia’s National Development Plan, the government continues to emphasize its rich nature-based attractions, as well as the vital role of cultural heritage in tourism. To maximize the sector’s contribution to socio-economic development, several initiatives have been introduced to drive substantial growth in tourist arrivals from key international markets. A critical component of this strategy is the establishment of a robust tourism distribution network, ensuring that Zambia’s tourism offerings are effectively promoted and easily accessible to global travelers. These efforts are expected to further integrate tourism into the country’s broader economic framework, enhancing its contribution to national development.
ZATEX 2025 is set to become Zambia’s leading tourism event, strategically designed to elevate the nation’s profile as a key tourism hub in Africa. As it builds momentum, the expo is expected to create new opportunities for revenue generation, establish long-term international partnerships, and contribute to the sustainable growth of the tourism sector.
