The World Travel Market (WTM) London 2024 opened with excitement as tourism leaders from around the globe gathered to showcase the best their countries have to offer. Among the most captivating presences was Zambia, whose pavilion brought to life the country’s breathtaking landscapes, wildlife, and cultural richness. Spearheaded by the Zambia Tourism Agency (ZTA) under the leadership of CEO Matongo Matamwandi, Zambia’s presence was marked by an invigorated vision that aimed to solidify its place as a premier African destination.
Returning to WTM with renewed ambition, Zambia’s delegation presented an expanded pavilion that underscored the country’s growing influence in the global tourism market. Positioned prominently among the African exhibitors, Zambia’s pavilion drew considerable attention with its immersive displays and engaging staff, who guided visitors through the many adventures Zambia offers. The ZTA, supported by 26 co-exhibitors, created an impressive showcase that highlighted Zambia’s unique offerings—from the iconic Victoria Falls to pristine wilderness areas and culturally rich communities. Visitors were introduced to Zambia’s promise of authentic safari experiences and a deep connection to nature and local culture, making it an ideal choice for travelers seeking adventure, discovery, and tranquility.
The focus of Zambia’s unique appeal was clear from the start. Day 1 attracted significant interest from visitors, including tour operators and media representatives, many of whom were eager to learn about Zambia’s safari offerings and cultural heritage. This year’s WTM provided Zambia with an opportunity not only to reconnect with core markets like the UK but also to engage new audiences. CEO Matamwandi emphasized the importance of this engagement, noting the increased interest from UK-based tour operators as a positive indicator of Zambia’s growing appeal. “We’re here to build on what we achieved last year,” Matamwandi remarked, “and to ensure that Zambia is recognized on the world stage as a destination of choice.”
One of the most memorable moments of the day was ZTA’s networking cocktail event, which welcomed travel industry professionals into an atmosphere that captured the spirit of Zambia. With live music, Zambian cuisine, and cultural displays, the event allowed attendees to experience the warmth and hospitality for which Zambia is known. The gathering offered a unique blend of business and cultural immersion, fostering connections that are set to deepen in the future. It was a lively and informal setting where delegates from various sectors could discuss potential partnerships and collaborations, inspired by the Zambian spirit of openness and community.
Zambia’s presence at WTM London 2024 demonstrated a clear commitment to advancing sustainable and responsible tourism practices, with the ZTA emphasizing conservation and eco-conscious travel as central to its tourism strategy. The ZTA’s efforts to promote sustainable travel resonated with a global audience increasingly concerned with the environmental impact of tourism, positioning Zambia as an attractive option for eco-conscious travelers.
The energy surrounding Zambia’s pavilion extended well beyond the exhibition floor. Behind the scenes, Zambian delegates engaged in high-level meetings with tour operators, travel agents, and media representatives, exchanging ideas on how to bring Zambia’s unique travel experiences to a broader audience. Shaun Wheeler, General Manager of the Radisson Blu Mosi-oa-Tunya Livingstone Resort, noted that his team had conducted over a dozen productive meetings, with nearly all of them showing promising potential for future partnerships. This strategic engagement is part of Zambia’s long-term vision to establish itself as a must-visit destination and strengthen ties with international travel markets.
As WTM London 2024 moves into its subsequent days, Zambia’s presence will continue to shape conversations and inspire attendees. Through a powerful combination of immersive exhibits, warm hospitality, and strategic networking, Zambia is making it clear that it is not only an unforgettable destination but also a rising force in the global tourism industry.
