The Zambia Tourism Agency (ZTA) made a resounding impact at ITB Berlin 2025, solidifying its commitment to promoting the country’s vast tourism offerings to the German and wider European market.
This marks yet another year of Zambia’s active participation at the world’s leading travel trade show, where the country’s delegation engaged in high-level discussions with tourism operators, investors and key stakeholders.
Speaking to VoyagesAfriq, Matongo Matamwandi, CEO of ZTA, reflected on Zambia’s presence at ITB Berlin and the promising growth trajectory of its tourism sector. “It has been very interesting, slightly different from what I saw last year. In 2024, there was still some apprehension as the industry navigated post-COVID recovery. But this year, the atmosphere is much more progressive. Conversations are forward-looking, and the numbers being reported across the industry are very encouraging,” he noted.
Matamwandi also highlighted an increase in participation from Destination Management Companies (DMCs) and travel agents, which he sees as a key driver of Zambia’s growing tourism numbers. “We’ve had back-to-back meetings, far more than we did last year, and the feedback from operators at our stand has been overwhelmingly positive. They’re reporting more business this year than before, and while they are yet to share final figures, the signs are encouraging,” he added.
German market leading European growth
Germany has emerged as a critical source market for Zambia, with recent statistics revealing a 21% year-on-year increase in arrivals from the country. This upward trend underscores the significance of Zambia’s strategic engagement with German travel buyers and tour operators at events like ITB Berlin.
“It’s another exciting moment for us,” Matamwandi remarked. “In the last two years, the German market has consistently posted strong growth. This motivated our presence here because ITB gives us direct access to the trade and decision-makers. There’s a lot of interest in Zambia, and we recognise the need to do even more to raise awareness.”
To amplify its visibility, ZTA is looking beyond the trade sector to target direct consumers and the leisure market. “Our new strategy involves reaching consumers more directly. We’ve had meetings with key organisations like DRV, a private-sector-led association with significant influence. We believe working with them will transform our approach and enhance our engagement with the German market,” he stated.
Record-Breaking tourist arrivals and economic impact
Matamwandi shared that Zambia registered an unprecedented 2.2 million international arrivals in 2024, marking a 35% increase compared to the previous year. This milestone, he stressed, demonstrates the growing appeal of Zambia as a global destination.
“For the first time in our history, we’ve crossed the 2.2 million mark. The numbers from our key source markets have been very strong, and with increased arrivals comes increased spending. Tourism is fundamentally private-sector driven, and more visitors mean higher revenue generation and job creation for Zambians,” he explained.
Zambia’s tourism sector is now being recognised at the highest levels of government. “Our president addressed parliament, and for the first time in a long time, tourism was a major highlight of his speech. That’s a significant endorsement,” Matamwandi revealed. “Tourism is the most sustainable economic sector for a country like ours. Unlike copper, which diminishes over time, tourism offers consistent opportunities across the country. With 40% of our land still in a natural state, we have an immense advantage.”
Investing in youth for tourism sustainability
Beyond marketing and revenue growth, Zambia is also prioritising the development of future industry leaders. Matamwandi disclosed ZTA’s new Graduate Training Programme, aimed at equipping young professionals with essential skills for the tourism sector.
“My board recently approved a three-year initiative where we will recruit fresh graduates annually for a two-year training programme. The goal is to develop a pipeline of skilled professionals who understand both the industry and management aspects of tourism,” he explained.
ZTA has taken inspiration from its experience hosting the UN Tourism’s CAF Meeting and Brand Africa discussions, which highlighted the need for capacity building in the sector. “Thanks to UN Tourism, we took practical steps from those conversations. This graduate programme and the establishment of a new tourism school are direct results of those insights. For the next three years, we are committed to building and nurturing young talent who will take over from us in the future,” Matamwandi concluded.
