Zambia’s Meetings, Incentives, Conferences and Exhibitions (MICE) industry is gaining significant traction as the country prepares to host a series of high-profile international events in 2025.
Among the most anticipated gatherings are the 2nd UN Tourism Africa and Americas Summit (CAFCAM) in Livingstone from April 8-10 and the much-awaited return of the Zambia Tourism Expo (ZATEX) in Lusaka from June 5-7.
Speaking in an interview with VoyagesAfriq, at the 2025 ITB Berlin, Matongo Matamwandi, CEO of the Zambia Tourism Agency (ZTA), shared insights on the significance of these events and the innovative approaches being introduced to boost the country’s tourism sector.
CAFCAM to attract global tourism leaders to Zambia
The 2nd UN Tourism Africa and Americas Summit (CAFCAM) is set to bring together tourism ministers and experts from across the Americas and Africa, marking a historic first for Zambia.
“The CAFCAM is going to get the Americas and Africa tourism ministers and experts converge in Zambia. It’s never happened before. It’s a big thing for us in those from the highest office in the land. Having all the tourism ministers from the Latin American countries, all African ministers of tourism and experts to converge in Livingstone, which is our tourism capital, to discuss tourism not only for Africa, but how we can work with the rest of the world,” Matamwandi stated.
Hosting such a prestigious event highlights Zambia’s growing reputation as a preferred destination for international business and tourism conferences. The summit is expected to generate discussions on cross-continental tourism collaborations and sustainable development strategies.
ZATEX returns with a renewed focus
Following a six-year hiatus, ZATEX is making a grand comeback. The last edition of the tourism expo was held in 2018, before the COVID-19 pandemic disrupted global travel.
“You know what is exciting. First, yes, they were upset with us, we understand. But you need to understand that the last one we had was pre-COVID in 2018. So when we thought of putting it up last year, we just realized that we needed a lot more time. And it was just fair for us to push it to this year. We are ready, we are coming in with a bang. But also the focus is completely different,” Matamwandi explained.
Unlike previous editions, the 2025 ZATEX will focus on integrating international, regional, and domestic tourism sectors to create stronger synergies among stakeholders.
“We are bringing in international buyers, we are bringing in the trade. But we are also bringing in the local operators to showcase their product. And we are expecting that right there, deals can be done. We have one full day for matchmaking between the international, the regional, and the domestic tourists.”
A key highlight of ZATEX 2025 is its commitment to supporting Small and Medium-sized Enterprises (SMEs) within the tourism industry. The ZTA has introduced substantial subsidies to encourage their participation.
“This is their show. And then we bring buyers right in their doorstep. And that’s what makes the difference in this show,” Matamwandi emphasized.
Zambia’s MICE strategy boosts tourism growth
The hosting of these major events underscores Zambia’s ambition to strengthen its MICE tourism sector. According to Matamwandi, the country is well-positioned to attract high-profile conferences, supported by improved infrastructure and air access.
“But that just goes to show that our campaign of saying Zambia is central, Zambia is peaceful, come and have your meetings in Zambia, it works. We are improving on air access, we have the facilities. And believe you me, you don’t just do meetings and do serious conferences. We actually do it with the leisure side of it. And that’s why we are having all these meetings in Livingstone, so that after the meetings you can bungee jump, you can go and see the Victoria Falls and have a bit of fun.”
As Zambia continues to elevate its profile as a premier destination for both leisure and business travelers, these events will play a crucial role in showcasing its potential on the global stage. The year 2025 is shaping up to be a milestone year for the country’s tourism industry, reaffirming its position as a hub for international MICE activities.
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