Growing global demand for authentic and sustainable tourism experiences has continued to boost Zambia’s tourism sector, with international tourist arrivals estimated at 2.3 million in 2025, reflecting the country’s rising profile as a preferred travel destination.
Speaking during the 10th Anniversary Celebration of Green Safaris in Lusaka, Ministry of Tourism Permanent Secretary Evans Muhanga whose speech was read on his behalf by Director of Human resources and Administration Vivian Ndlovu says the increasing global interest in responsible travel presents an opportunity for Zambia to strengthen its position as a leading sustainable tourism destination.
Mr Muhanga commended Green Safaris for its contribution to the growth of the tourism industry through investments in conservation, renewable energy and community development.
He also explained that Green Safaris has become a model for responsible tourism by demonstrating that tourism development and environmental conservation can progress side by side.
He noted that the company’s approach aligns with government’s vision of building a tourism sector that is sustainable, inclusive, competitive and capable of driving national development.
Mr Muhanga added that tourism remains one of Zambia’s key economic sectors as it creates jobs, stimulates local businesses, generates foreign exchange earnings and attracts investment while safeguarding the country’s natural heritage.
Meanwhile, Zambia Tourism Agency Acting Chief Executive Officer Abigail Shansonga said sustainability is increasingly influencing travel decisions across the world, with more tourists seeking experiences that have a positive impact on local communities and the environment.
Ms Shansonga cited global research indicating that 70 percent of travelers actively seek sustainable travel options, while nearly three quarters intend to adopt more sustainable travel practices in the future.
She said tourism operators such as Green Safaris are demonstrating how the industry can create value beyond visitor experiences by supporting conservation efforts, creating employment and strengthening local economies.
And Green Safaris Founder Vincent Kouwenhoven said the company’s vision extends beyond offering memorable safari experiences to creating long term benefits for both people and nature.
ZANIS reports that Mr Kouwenhoven disclosed that the company mobilised more than 410,000 United States dollars in 2025 towards conservation, education and community development initiatives across Zambia.
He said over the past decade, Green Safaris has expanded its operations to key tourism destinations including Kafue, South Luangwa, Lower Zambezi, Livingstone and Likoma Island in Malawi.
Mr Kouwenhoven stressed that the company currently operates eight lodges and camps across Zambia and Malawi, including the renowned Livingstone Island experience.
He also stated that green Safaris is celebrating ten years of operations, having established itself as one of the region’s leading eco-tourism operators since its founding in 2015.
