The Business of Sights and Sounds: Zambia's Tourism Industry Potential
Zambia's predominant economic driver is copper mining; the viability and reliance has stalled diversification and the potential income that can be earned from other economic sectors such as tourism. With rich natural resources, diverse tourism attractions, and a supportive investment environment, Zambia is rich in opportunities for investors seeking to capitalize on a largely untapped tourism industry.
Economic growth has been strong in Zambia: according to the International Monetary Fund (IMF), growth rates are projected at 5.8%, while the African Development Bank forecasts 5.0%. Gross Domestic Product (GDP) is approximately $28.91 billion, with a real year-on-year GDP growth rate of 7.7% recorded in the first quarter of 2026. These optimistic projections underscore Zambia's potential for sustained economic expansion and development. The country recently concluded a breakthrough deal through the successful $1.36 billion debt buyback, part of an innovative transaction backed by the African Development Bank Group aimed at providing reliable and affordable electricity access. This pioneering approach to development finance will see energy sector investment, a foundational pillar and primary indicator of further economic growth and expansion.
The tourism sector has been earmarked by the Zambian Government to be transformed into a $1 billion industry by 2031. The sector currently contributes 9.9% to GDP, up from just 2.4% in 2012. The 2026 National Budget reflects this priority, with K1.5 billion allocated to the tourism sector to support infrastructure development, wildlife management, marketing and job creation.
A further $100 million in World Bank financing under the Green, Resilient and Transformational Tourism Development Project is rebuilding the Livingstone city centre, with 8.3 kilometres of inner-city road rehabilitation and 976 new streetlights. K150 million has been committed to Kasaba Bay on Lake Tanganyika, while $30 million will be poured into marketing efforts, wildlife management and the development of new tourism projects across the country.
International arrivals reached 2,199,820 in 2024, a 35.3% rise on 2023, according to the Ministry of Tourism. By June 2025 the count stood at 1.2 million, ahead of the Ministry's own mid-year target of 1.1 million; 2025 closed with 2.3 million international arrivals, and the Government is now targeting between 2.5 and 3 million in 2026.
The visitors are also staying longer and filling more rooms:
Average length of stay has risen to 5 days from 3 days before 2024.
Livingstone hotels are reporting 70% occupancy, with a national average of 55%, up from 40% before 2023.
Accommodation and food services, the closest national-accounts proxy for tourism, grew 15.5% in real terms in 2025, among the fastest-growing parts of the economy.
Demand is being actively built. The "Destination Zambia" campaign includes a BBC partnership with a guaranteed 12 million impressions and a flagship travel episode filmed Zambia. A separate Expedia campaign targets the USA, UK and Germany and promotes destinations beyond Lusaka, Ndola and Livingstone. The Zambia Travel Expo (ZATEX), scheduled for 4 to 6 June 2026 in Lusaka, was expected to host about 150 exhibitors and 40 international buyers, up from 103 exhibitors and 28 buyers in 2025.
Zambia shares Mosi-oa-Tunya (Victoria Falls) with Zimbabwe and manages 20 national parks, with some 30% of its land set aside for protected areas. Four parks draw most visitor interest:
South Luangwa is the country's most popular destination and the birthplace of the walking safari.
Kafue is Zambia's oldest and largest park, and the largest in Southern Africa.
Lower Zambezi sits across the river from Zimbabwe's Mana Pools.
North Luangwa is the only Zambian park where all of the "big five" are still found, yet it remains one of the least visited and least developed.
The Government is backing the product with conservation and access. It has restocked three parks with wildlife, trained 80 Wildlife Police Officers and 75 Community Scouts, maintained 16 airstrips in national parks and graded 3,813 kilometres of tourism roads. Feasibility studies are under way for airstrip upgrades at Jeki, Chunga and Kalabo.
The data points to where capacity is most needed. International demand is outrunning supply in established hubs such as Livingstone, which supports further accommodation and in-country transport. Domestic tourism is the newer frontier: visits to museums, heritage sites and national parks reached 530,110 in 2024, up 9%, but stood at 241,510 against a mid-2025 target of 318,066. The Ministry's "Take a Holiday Yamu Loko" campaign aims to enlist 100 operators and win corporate sponsors for employee holiday incentives. These dynamics present tremendous opportunities for investment to emerging locations and areas.
Barbet Zambia Corporate Secretaries Limited ("Barbet") is a trusted provider of Company Secretarial and Compliance Services, serving both local and international organizations across various sectors. Whether you're setting up a business or a non-governmental organization, partnering with an experienced local firm is key to navigating regulatory requirements with ease. Barbet offers the expertise, regulatory insight, and local relationships necessary to facilitate a smooth and efficient establishment process. At Barbet, we focus on delivering timely, cost-effective solutions allowing our clients to streamline operations while minimizing the need for internal management resources.
From business registration and incorporation to annual compliance, tax and pension registrations, and corporate governance support, Barbet is the partner Zambia's next generation of tourism investors need on the ground. Get in touch with our team to start the conversation.
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