5 Million Tourist Bet

He says the stories told about Zambia influence the type of visitors, investors and economic opportunities that come to the country.

Lungu says the five-million-tourist ambition should therefore be viewed as a broader economic agenda rather than simply a target.

“Always remember, it does not matter whatever you want to say about the country, the bigger agenda is always about this,” Mr Lungu said, referring to the five-million tourist target.

He says every tourism story should connect to what Zambia wants to achieve through the sector.

Lungu says tourism storytelling should go beyond reporting that Zambia has waterfalls, wildlife, national parks, rivers and cultural ceremonies.

He says journalists and tourism marketers must explain why those attractions matter and how they can contribute to foreign exchange earnings, employment, investment, business development and GDP.

Lungu challenges journalists to ask four questions when developing tourism stories: Who is the audience? What story are we telling? How are we telling it? And what impact do we want the story to create?

He says the approach must change according to the target market because travellers from China, Japan, the United States and other countries have different interests and expectations.

“A guy coming from China and his interests in coming to Zambia are different from a guy coming from the USA and their interests,” he says.

Lungu says tourism communication should therefore be designed around the people Zambia wants to attract.

He also cautions against allowing negative stereotypes to become the dominant story about Zambia.

He questions whether the country would want to be presented internationally as a destination without proper roads, hotels or modern infrastructure, arguing that such a narrative could overshadow its strengths.

Lungu says this does not mean hiding Zambia’s challenges, but providing a balanced picture while highlighting what makes the country attractive.

He says narratives shape perceptions, and perceptions influence decisions.

Lungu uses the historical representation of Africa as an example of how repeated narratives can influence how people understand a continent.

He says Zambia must therefore be deliberate about how it is represented and take part in telling its own story.

Lungu says Zambia’s tourism narrative can be built around peace, nature, wildlife, culture and its strategic position in Southern Africa.

He describes Zambia as a peaceful destination and says its record of peace and social cohesion should form part of its tourism identity.

He says peace is an important tourism asset because visitors want destinations where they feel safe and welcome.

Lungu says Zambia’s natural environment and wildlife also provide strong opportunities for authentic nature-based tourism.

He says the country’s cultural diversity is another asset that deserves greater attention.

With more than 70 ethnic groups and a rich calendar of traditional ceremonies, Lungu says Zambia has a cultural story capable of attracting both international and domestic tourists.

“People do travel to go and see these things,” he says, urging journalists to pay greater attention to traditional ceremonies, food, dance and other cultural experiences.

He says these experiences should be developed into compelling tourism stories that give people a reason to travel.

Lungu also calls for more strategic promotion of Zambia’s share of the Victoria Falls.

He points to Livingstone Island, Devil’s Pool and other adventure activities as part of the country’s Victoria Falls offering.

He says promoting Zambia does not mean isolating it from the regional tourism market.

Instead, he encourages tourism stakeholders to promote cross-border experiences that allow visitors to enjoy both sides of the Victoria Falls and combine Zambia with other destinations.

Lungu says Zambia’s geographical position can also be turned into a tourism advantage.

He supports describing Zambia as a “land-linked” rather than simply a “landlocked” country, saying its central position in Southern Africa gives visitors opportunities to combine Zambia with neighbouring destinations.

He says the country can position itself as a regional tourism hub.

Lungu says national parks, game management areas, wildlife, water bodies, traditional ceremonies and other natural attractions should form part of a consistent national tourism story.

He highlights the country’s protected areas, rivers and lakes as foundations for nature, adventure and leisure tourism.

He also points to unique wildlife such as the sitatunga, saying such species can help create distinctive tourism products for different markets.

Lungu challenges journalists to investigate stories around wildlife migrations, freshwater resources and other natural phenomena rather than simply producing lists of attractions.

He says the aim should be to make people curious about Zambia and give them a reason to visit.

Lungu, however, cautions against exaggerating tourism claims.

He says visitors will judge Zambia against the expectations created by marketing, making it important for promotional messages to reflect genuine products and services.

Lungu notes that some tourism camps operate seasonally because of weather and accessibility challenges.

He says this should not stop Zambia from presenting itself as an all-year destination because different seasons offer different experiences.

The message, he says, should clearly explain what visitors can expect at different times of the year.

Lungu uses Rwanda as an example of how deliberate destination and national branding can change perceptions.

He says Rwanda worked to reshape its international image following the 1994 genocide against the Tutsi, developing a narrative around stability, innovation, investment, tourism and opportunity.

He points to the “Visit Rwanda” campaign and partnerships with major international sporting organisations as examples of how the country has taken its image beyond traditional tourism advertising.

He says Rwanda has linked tourism with investment, sport, technology and meetings, incentives, conferences and exhibitions to build a broader national image.

For Zambia, Lungu says tourism promotion should similarly be linked to the wider economic agenda.

He recalls Zambia’s earlier “Zambia Under the Sun” campaign, which promoted the country around its warm weather and sunshine, particularly in European and United Kingdom markets.

He says this later evolved into “Zambia, the Real Africa”, which sought to position the country around a broader African experience.

Lungu says Zambia’s branding journey shows why destination narratives must continually be reviewed.

He warns that Africa has historically been associated in some international narratives with war, poverty, disease and corruption.

He says describing Zambia simply as “the Real Africa” without defining what that means could unintentionally expose the country to some of those negative stereotypes.

Lungu says Zambia therefore needs deliberate nation branding that defines what the country wants the world to associate with it.

He distinguishes between a tourism destination brand and a broader national brand.

Lungu says the “Zambia, Let’s Move” initiative is intended to serve as a national brand supporting tourism, trade, investment, mining, manufacturing, agriculture and other sectors.

He says a national brand can provide an umbrella under which different sectors promote themselves while contributing to one national identity.

Lungu says developing such a brand requires research into how Zambia is perceived by outsiders and how Zambians perceive themselves.

He says this should include examining media coverage, public sentiment and other information to determine what needs to change.

Lungu says the ultimate objective is a consistent national identity that can be used across sectors.

He says the five-million-tourist target should challenge the tourism industry and the media to think beyond the number.

Lungu says stakeholders should ask what five million visitors would actually mean for Zambia.

He identifies five components that determine the tourism experience: attractions, accessibility, accommodation, amenities and activities.

Attractions bring visitors to a destination, including the Victoria Falls, wildlife, national parks and cultural sites.

Accessibility determines how visitors reach those attractions, while accommodation covers hotels, lodges, guest houses and other places to stay.

Amenities include supporting facilities such as electricity, internet connectivity and other services required for a comfortable stay.

Activities include experiences such as game drives, bungee jumping, walking safaris, helicopter rides, microlighting and white-water rafting.

Lungu says all five components must be considered in planning for the five-million-tourist ambition.

He says attracting visitors without ensuring that they can be accommodated, transported, entertained and properly served would undermine the tourism agenda.

Lungu says tourism’s economic importance is also reflected in the jobs and businesses supported by each visitor.

A tourist may use airport services, transport, accommodation, restaurants, tour guides and other activities, creating demand for workers and suppliers across the economy.

He says the benefits therefore extend beyond hotels and tour operators to agriculture, transport, manufacturing, construction, retail, communications and other sectors.

Lungu says tourism’s contribution should be measured through tourist receipts, length of stay, visitor spending, employment and contribution to GDP.

To illustrate the potential behind the five-million target, Lungu asks stakeholders to imagine five million tourists each spending an average of US$1,000 during their stay.

That would represent US$5 billion in tourist expenditure.

He stresses that the figure is not an economic forecast, but an illustration of the scale of the opportunity.

Lungu says the central question should therefore not only be how Zambia can reach five million arrivals, but what the country will do with those visitors once they arrive.

He says the objective should be more jobs, increased foreign exchange earnings, stronger businesses, greater investment, increased government revenue and wider opportunities for communities.

Lungu says the media is central to this process because journalists help shape how Zambia is understood at home and abroad.

He urges journalists to avoid narratives that unnecessarily diminish Zambia while also avoiding exaggerated claims that create unrealistic expectations.

He calls for accurate, compelling and evidence-based storytelling that brings Zambia’s tourism assets to life.

Lungu says Zambia has the attractions, culture, wildlife, natural resources and geographical position needed to build a strong tourism destination.

But he says the country must become more deliberate in packaging, promoting and communicating those assets.

He says the five-million-tourist ambition will require more than advertising campaigns.

It will require quality tourism products, better infrastructure, investment, strong businesses and a shared national narrative.

Above all, Lungu says Zambia must take ownership of its story.

“We must own the story,” he says.

Lungu says the five-million-tourist bet will only pay off when Zambia turns its tourism story into real economic value for the country and its people.

He says the goal should not simply be five million arrivals, but five million opportunities to create jobs, grow businesses, earn foreign exchange, attract investment and strengthen Zambia’s economy.

Zambia must move more aggressively to turn tourism into a bigger economic driver by strengthening destination marketing, developing new tourism products and encouraging citizens to explore their own country, Ministry of Tourism Chief Planner Sydney Tembo has said.

Mr Tembo said Zambia’s tourism potential could only be fully realised if government policies were translated into coordinated action involving public institutions, the private sector, local communities and the media.

Speaking during a media engagement in Lusaka, Mr Tembo said tourism was no longer simply an avenue for leisure, but an important contributor to employment, government revenue, investment and community development.

He said the Ministry of Tourism is responsible for developing and implementing public policy for the development and management of tourism, with its mandate drawn from Government Gazette No. 1123 of 2021.

Mr Tembo explained that public policy represents government’s intentions towards a sector and provides direction for institutions pursuing national development objectives.

“In the case of tourism, we are talking about the government’s intentions towards the tourism sector,” he said.

He said the ministry’s responsibilities include sustainable tourism development, tourism marketing and promotion, tourism product development, wildlife conservation and management, and cultural heritage preservation.

Mr Tembo said these areas must be pursued together because Zambia cannot market tourism successfully without protecting the wildlife, natural resources and cultural heritage that attract visitors.

He said the ministry’s structure is designed to translate policy into programmes and activities that can produce measurable results.

Mr Tembo said the Minister of Tourism provides political and policy direction, while the Permanent Secretary oversees implementation through the ministry’s technical departments.

He said the ministry has four functional departments covering tourism development, national parks and wildlife, culture and traditional affairs, and hospitality management.

“These departments cannot operate on their own. They need support,” Mr Tembo said.

He said the Human Resources Department provides qualified personnel, while the Finance Department manages the financial resources required to implement government programmes.

Mr Tembo said the Planning and Information Department plays a key role in coordinating the ministry’s functions and ensuring that programmes are planned, implemented and monitored.

He described the department as the ministry’s “central nervous system”.

Mr Tembo said procurement and internal audit were also important because public institutions must account for the resources entrusted to them.

He said financial management, planning, procurement and auditing help ensure that resources allocated to tourism are used effectively.

Mr Tembo said the ministry also relies on statutory bodies to perform specialised functions.

He cited the Zambia Tourism Agency (ZTA), Zambia Institute of Tourism and Hospitality Studies, National Museums Board and National Heritage Conservation Commission as institutions supporting the tourism agenda.

He said ZTA has a central role in tourism marketing and promotion, as well as certain regulatory responsibilities under prevailing tourism legislation.

Mr Tembo said the Zambia Institute of Tourism and Hospitality Studies is important in developing the skills required by the tourism and hospitality industry.

He said the National Museums Board and National Heritage Conservation Commission have complementary roles in preserving Zambia’s heritage.

While museums primarily deal with movable heritage, he said the National Heritage Conservation Commission is responsible for immovable heritage, including monuments and historically significant sites.

Mr Tembo said attractions such as Victoria Falls demonstrate the need to protect Zambia’s natural and cultural assets while using them to create economic opportunities.

He said Zambia recorded about 2.3 million tourist arrivals in 2025, reflecting a strong recovery following the COVID-19 pandemic.

The increase, he said, provides an opportunity to expand tourism products and improve the visitor experience.

Mr Tembo, however, warned that Zambia could not afford to become complacent because tourism is sensitive to developments outside the country.

He said geopolitical tensions, international travel conditions and developments in major tourism markets could affect arrivals and tourism earnings.

He said Zambia should respond by diversifying its tourism markets and strengthening domestic tourism.

Mr Tembo said domestic tourism demonstrated its importance during the COVID-19 pandemic when international travel collapsed and tourism establishments relied more heavily on local visitors.

He said government is implementing measures to encourage Zambians to travel within the country, including “Zambia Moves You Local.”

He said stronger domestic tourism would help Zambians discover their country while providing a reliable market for hotels, lodges, tour operators, transport providers and other businesses.

Mr Tembo said tourism’s economic importance is also reflected in government revenue.

He explained that government collects non-tax revenue through various tourism fees and licences, while the economic activity generated by tourism also contributes to tax revenue.

He said encouraging visitors to stay longer and spend more would increase tourism’s wider economic impact.

Mr Tembo said tourism could also spread economic activity to communities outside major cities because many key attractions are located in rural areas.

He said properly developed tourism could create jobs and business opportunities while stimulating investment in accommodation, transport, food, entertainment, crafts and other services.

Mr Tembo said Zambia must continuously improve its tourism products to compete effectively with other destinations in the region.

He said tourism development should focus not only on advertising attractions but also on creating experiences that encourage visitors to stay longer and explore more destinations.

This, he said, requires stronger cooperation between government and the private sector in developing accommodation, hospitality services, cultural experiences, wildlife tourism and other products.

Mr Tembo also challenged the media to become a stronger partner in tourism development.

He said journalists can influence how Zambia is viewed by potential visitors through stories, documentaries, interviews and other content.

He urged the media to tell more stories about Zambia’s tourism destinations, wildlife, culture, heritage and investment opportunities.

Mr Tembo said effective tourism reporting could market Zambia to audiences that might otherwise know little about the country.

He said the media could also help citizens understand tourism policies and encourage domestic travel.

“The media people are the ones who can help us serve the country,” Mr Tembo said.

He said tourism promotion should not be left to government alone because the sector affects the wider economy.

Mr Tembo said government, tourism businesses, communities and the media must work together to ensure that Zambia’s tourism resources translate into tangible benefits for citizens.

He said the objective was to turn tourism policy into increased arrivals, stronger domestic tourism, investment, employment and revenue.

Mr Tembo said Zambia had the natural, cultural and wildlife resources needed to become a leading tourism destination, but sustained promotion, investment and coordinated implementation were required to unlock that potential.