Zambia is sharpening its tourism growth ambitions through the Zambia Travel Expo (ZATEX), positioning the event as a central marketplace for partnerships, investment and deal-making across Southern Africa’s tourism value chain.
Officially launched in April 2026 under the theme Building Authentic and Sustainable Tourism Through Partnerships, ZATEX 2026 will take place from 4 to 6 June in Lusaka, bringing together local tourism operators, regional and international buyers, investors, government agencies and conservation stakeholders. The Expo is being positioned not simply as a destination showcase, but as a strategic tool to support Zambia’s broader ambition to scale arrivals, diversify tourism products and deepen economic impact.
A flagship platform for Zambia’s tourism ambitions
ZATEX is Zambia’s leading tourism trade event, designed to connect domestic tourism providers with hosted buyers from international and regional markets. Its primary objective is to convert Zambia’s growing global visibility into tangible business outcomes – confirmed bookings, partnerships, investment commitments and long-term market access.
The Expo comes at a pivotal moment for Zambia’s tourism sector. International arrivals have recovered strongly, rising from 1.1 million in 2022 to approximately 2.2 million in 2024, signalling renewed confidence in the destination. Against this backdrop, government and industry have set bold targets – attracting three million international visitors and building a one billion US dollar tourism economy by 2031.
ZATEX is intended to serve as the flagship delivery mechanism for these ambitions, providing a structured platform where tourism supply meets demand, and where policy, promotion and private sector activity intersect.
Positioning Zambia within Africa’s tourism economy
For Zambia, ZATEX is also about continental positioning. Located in the heart of Southern Africa, the country is seeking to assert itself as a competitive tourism hub linking safari, adventure, culture and increasingly, business travel and meetings.
Zambia’s tourism appeal is anchored by iconic assets such as Victoria Falls, one of the Seven Natural Wonders of the World, alongside the Zambezi River, Lake Tanganyika and an extensive protected area network comprising 20 national parks and 34 game management areas. These landscapes support a growing portfolio of safari, adventure, birding and river-based experiences, underpinned by a reputation for safety, political stability and warm hospitality.
ZATEX seeks to broaden global perceptions of Zambia beyond traditional safari travel by highlighting emerging products, community-based tourism, sustainable investment opportunities and the country’s readiness to host higher-value market segments.
Partnerships, SMEs and inclusive growth
A defining feature of ZATEX is its strong focus on small and medium-sized enterprises. Local tour operators, lodge owners, destination management companies, guides and service providers are placed at the centre of the Expo’s business-to-business programme, reflecting the sector’s importance as a generator of employment and local economic activity.
By facilitating direct engagement between SMEs and international buyers, ZATEX aims to shorten value chains, improve market access and ensure tourism revenue circulates more effectively within local economies. Conservation organisations, non-governmental organisations and community enterprises are also integrated into the platform, reinforcing Zambia’s emphasis on sustainability and responsible tourism growth.
Infrastructure and connectivity supporting growth
Zambia’s tourism ambitions are being underpinned by continued investment in infrastructure and connectivity. Upgrades at Lusaka and Livingstone airports have expanded capacity and improved access to key tourism regions, while road improvements are enhancing connectivity between national parks and urban centres.
Improved air access has been particularly important in supporting growth in long-haul and regional business travel. These developments are expected to strengthen Zambia’s competitiveness not only as a leisure destination, but also as a venue for meetings, incentives and regional events – a segment increasingly recognised for its high-value impact.
A marketplace for deals, not just dialogue
Unlike consumer-facing travel shows, ZATEX is explicitly trade-focused. Its programme prioritises pre-scheduled business meetings, destination briefings, familiarisation opportunities and investment conversations designed to translate interest into contracts.
According to the Zambia Tourism Agency, which is leading the organisation of the Expo, ZATEX 2026 will place particular emphasis on high-potential source markets, sustainable tourism financing and partnerships aligned with Zambia’s long-term development objectives.
Acting Chief Executive Officer Abigail Shansonga has described ZATEX as a platform for building durable partnerships rather than transactional engagement, while Tourism Minister Rodney Malindi Sikumba has underscored tourism’s role as a pillar of economic diversification and job creation.
ZATEX and Zambia’s long-term vision
Tourism already supports hundreds of thousands of livelihoods across Zambia, particularly in rural areas adjacent to protected landscapes. Projections suggest employment could exceed half a million jobs over the next decade if current growth trajectories are sustained.
Achieving this scale will require continued product diversification, longer visitor stays and higher per-capita spend – objectives that ZATEX is explicitly designed to support. By convening buyers, investors and policymakers in one marketplace, the Expo is positioning itself as a catalyst for Zambia’s next phase of tourism development.
As Africa’s tourism landscape becomes more competitive, ZATEX signals Zambia’s intent to move decisively – not only to grow visitor numbers, but to shape a resilient, inclusive and investment-ready tourism economy with continental relevance.
