By Jane Chanda
The Ministry of Tourism says Zambia saw a record-breaking 53.3 percent surge in international arrivals last year, reaching over 2,100,000 visitors.
Speaking at a media briefing in Lusaka yesterday, Tourism minister Rodney Sikumba revealed that the sector generated K319.5 million in non-tax revenue, exceeding the target by 59 percent.
He also announced plans to intensify marketing efforts to attract more international tourists and promote local tourism, aiming to reach 2.4 million international arrivals and grow domestic tourism by 30 percent in 2025.
He highlighted the need for sustainable practices to mitigate challenges, such as drought.
The minister said his remarks came as Zambia’s tourism industry continued to show resilience and growth, according to the Zambia Tourism Industry Outlook 2024-2028, with forecasts indicating that tourism receipts would reach $602 million by 2028, up from $523 million in 2023.
And Zambia Tourism Council (ZTC) chairperson Yusuf Zumla appealed for increased budgetary allocation to the Zambia Tourism Agency (ZTA) to enhance marketing of Zambia’s tourism sector.
Zumla said his call for increased funding was crucial, as the tourism sector faced challenges in recovering from the impacts of the COVID-19 pandemic.
