Ministry of Tourism Permanent Secretary Evans Muhanga says Zambia is on track to achieve the Government’s target of attracting five million international tourists by 2030, citing deliberate marketing strategies, improved policies and growing investor confidence in the sector.
Speaking in an interview with the media, Mr Muhanga said the ministry is implementing targeted interventions aimed at increasing tourist arrivals and positioning Zambia as a preferred destination.
He said the country has continued recording growth in international arrivals, moving from over two million visitors in recent years and targeting close to three million tourists this year.
“The five million target is achievable and we believe we can even attain it before 2030,” Mr. Muhanga said.
He explained that one of the key strategies involves hosting international travel buyers through the Zambia Travel Expo (ZATEX).
Mr Muhanga said exposing international buyers to Zambia’s tourism products enables them to market the country from firsthand experience and attract more visitors.
He further cited the liberalized visa regime, growing interest in conference tourism, and increased collaboration with the private sector as major drivers of growth.
The Permanent Secretary said the Government is also targeting emerging tourism markets such as China while promoting regional travel within Africa to increase visitor numbers.
Mr Muhanga added that investments in infrastructure, improved air connectivity and stronger partnerships with the private sector will further support the sector’s growth.
“Tourism remains one of the sectors that can significantly contribute to economic growth and job creation,” he said.
