Zambia has unveiled an ambitious target to attract three million international tourists in 2025, marking a significant leap from previous years and reflecting renewed investor confidence in the country’s tourism sector. The announcement follows a notable rise in international arrivals in 2024 and ongoing stakeholder engagements aimed at accelerating growth.
Speaking during a stakeholder meeting with President Hakainde Hichilema, Mark O’Donnell, Chairperson of the Union Gold Group—a prominent Zambian enterprise active in hospitality, retail, and construction—highlighted tourism’s growing contribution to Zambia’s economy. O’Donnell underscored that the sector possesses considerable potential to bolster gross domestic product (GDP), should existing constraints be adequately addressed.
According to figures released by the Ministry of Tourism, international tourist arrivals increased substantially from 1.3 million in 2023 to 2.2 million in 2024. This growth is attributed to both infrastructural investments and a rebound in global travel following pandemic-era restrictions.
O’Donnell advocated for policy reforms to catalyse further expansion, noting that administrative and infrastructural bottlenecks continue to hinder the sector’s full potential. “With the right policy framework and investment incentives, Zambia could emerge as a leading destination for international travellers in the region,” he remarked.
President Hichilema echoed these sentiments, acknowledging the positive momentum and reiterating the government’s commitment to developing the tourism landscape. He called for a pragmatic approach in identifying and removing structural impediments to growth. “We may start by tackling issues that are standing in the way so that we open up the sector for more growth,” the president stated.
Zambia, home to internationally renowned attractions such as the Victoria Falls and diverse wildlife reserves, is positioning itself as a premier destination for eco-tourism and adventure travel. Industry stakeholders have emphasised the need for improved infrastructure, visa facilitation, and targeted marketing strategies to attract high-value visitors and increase Zambia’s global visibility.
The government has in recent years introduced fiscal measures and partnered with private sector players to promote sustainable tourism development. However, experts caution that achieving the 3 million tourist target by 2025 will require coordinated efforts across ministries, improved air connectivity, and consistent branding.
Zambia’s tourism sector remains an increasingly vital component of the national economy, providing employment opportunities and generating foreign exchange earnings. As the country charts its path toward recovery and growth, stakeholders remain optimistic about the prospects for long-term expansion, provided that enabling conditions are met.
