Zambia used its presence at Africa’s Travel Indaba 2026 to reinforce tourism’s role as a driver of jobs, private sector investment and regional collaboration, with government officials urging partners to look beyond leisure travel to long-term economic impact.
Addressing guests during Zambia Day, held on the margins of Africa’s Travel Indaba in Durban, Evans Muhanga, Permanent Secretary at Zambia’s Ministry of Tourism, said tourism remains one of the country’s most effective tools for youth employment and inclusive growth.
“Tourism is a great job creator, especially for young people,” Muhanga said. “You are free to invest, you are free to do business, and you are free to repatriate your profits – but give Zambians jobs.”
His remarks, delivered in a relaxed but purposeful tone, reflected Zambia’s broader message at Indaba – that the destination is open for business, investment-friendly and serious about partnerships that deliver economic returns.
Culture and hospitality as a business strategy
Zambia Day brought together buyers, exhibitors, media and tourism stakeholders for an evening of food, drink, music and networking – designed not just to entertain, but to sell Zambia’s identity as a welcoming and investable destination.
Muhanga encouraged delegates to experience Zambian cuisine and beverages as part of understanding the destination’s value proposition.
“There is food, there are drinks, there is music – please enjoy yourselves,” he said. “This is how you get to know Zambia and the people you will do business with.”
Among the highlights was the showcasing of Zambian-produced beverages, including a locally made gin that has gained continental recognition, reinforcing the country’s push to spotlight homegrown products alongside its tourism experiences.
Strongest Zambia presence at Indaba to date
Zambia’s participation at Africa’s Travel Indaba 2026 marks its largest showing so far, with 45 co-exhibitors (44 private sector and one government agency) on the trade floor – up from 38 in 2025 – signalling growing private sector confidence in the platform.
Speaking earlier at the Zambian stand, Abigail Shansonga, Acting Chief Executive Officer of the Zambia Tourism Agency, said the increased numbers reflect stronger industry appetite and rising interest in Zambia as a destination.
“This is the biggest number of private sector exhibitors we have brought to Indaba,” she noted. “From the moment I walked around, the tables were full. It has been a very busy day for Team Zambia.”
She described Zambia Day as a deliberate effort to move beyond brochures and pitches.
“We wanted people to experience our hospitality, our food, our drinks and our culture,” Shansonga said. “There is no point visiting a destination if you are not going to taste the food and connect with the people.”
Ahead of ZATEX 2026
Meanwhile, Zambia is gearing up for its flagship tourism trade event, the Zambia Travel Expo (ZATEX) 2026, scheduled to run from 4 to 6 June 2026 at the Mulungushi International Conference Centre in Lusaka. Organized by the Zambia Tourism Agency (ZTA), this premier annual event serves as the country’s leading marketing platform, bridging the gap between local tourism enterprises and international markets. The 2026 edition is set to be the largest yet, with a target of 150 exhibitors – including a dedicated focus on 24 small and medium enterprises (SMEs) – and 40 international hosted buyers, reflecting the country’s ambitious drive to reach 3 million international arrivals this year.
The theme for 2026, “Building Authentic and Sustainable Tourism Through Partnerships,” underscores Zambia’s strategic pivot toward a $1 billion tourism industry by 2031. By emphasizing collaboration across the value chain, ZATEX 2026 aims to showcase the nation’s diverse offerings – from the iconic Victoria Falls to its pristine wilderness safaris – while fostering long-term resilience. The expo will feature structured business-to-business (B2B) engagements, knowledge-sharing seminars, and networking sessions designed to position Zambia as a top-tier destination for both leisure and investment in the Southern African region.
Regional collaboration and Africa-first growth
Earlier in the day, Muhanga also featured in an interview with SABC News, where he highlighted Zambia’s wildlife, natural attractions, cultural heritage and adventure tourism offerings, while stressing the importance of regional collaboration in growing Africa’s tourism economy.
That message aligns with Africa’s Travel Indaba’s broader focus on intra-African travel, partnerships and shared growth – positioning destinations like Zambia not only as places to visit, but as contributors to Africa’s collective tourism future.
Zambia’s delegation continued engagements at Stand DEC2 A20 until the close of Africa’s Travel Indaba last Thursday, as the country pushed its message of opportunity, partnership and people-led tourism growth.
