Zambia Takes Tourism to the Screen

Ms Mwape said Mr Muhanga noted that Zambia is targeting 20 percent growth in domestic tourism in 2026, alongside 2.5 million international tourist arrivals, as the country works towards five million international visitors by 2031.

She said the Permanent Secretary stressed the need to expand Zambia’s tourism economy across all 10 provinces by promoting a wider range of destinations and experiences.

Ms Mwape said increased awareness of tourism destinations would stimulate interest and travel, resulting in spending on accommodation, transport, food, entertainment, tours, cultural experiences and other tourism services.

She said Mr Muhanga noted that such spending supports tourism businesses, sustains employment and creates opportunities within local communities.

Ms Mwape said the Permanent Secretary also reaffirmed Government’s commitment to creating an enabling environment for increased private-sector investment, particularly in areas with significant tourism potential that remain underdeveloped.

She said Mr Muhanga emphasised that continued investment in roads, transport connectivity, aviation, energy and telecommunications would be critical to opening up tourism destinations and making them more accessible.

Ms Mwape said the Permanent Secretary called on the private sector to take advantage of increased destination visibility and invest in tourism products capable of meeting growing demand.

She said ZTA is prioritising domestic tourism through the Take a Holiday Yamu Loko campaign, which seeks to make travelling within Zambia part of the Zambian lifestyle.

Ms Mwape said the campaign successfully onboarded 150 tour operators last year, demonstrating growing interest from tourism businesses in initiatives aimed at stimulating domestic travel.

She said every holiday taken within Zambia contributes to the tourism economy by supporting lodges, restaurants, guides, drivers, artisans, communities and other businesses.

Ms Mwape said the Holiday Yamu Loko television show marks another step towards broadening Zambia’s tourism map and encouraging both domestic and international travellers to explore the country.

She said the 12-episode programme will start airing on Friday, September 4, 2026, on ZNBC TV1 at 20:00 hours, showcasing tourism attractions, experiences, communities and businesses across all 10 provinces.

Ms Mwape said the programme forms part of ZTA’s destination marketing efforts aimed at creating awareness, stimulating interest and encouraging travel.

She said Zambia’s tourism sector continues to recover strongly, with international tourist arrivals reaching approximately 2.3 million in 2025

Ms Mwape said Government has also increased investment in tourism development, with the Ministry of Tourism’s budget rising from approximately K304 million in 2021 to more than K1.2 billion in 2025

She said the continued push for domestic tourism is expected to contribute to economic diversification, enterprise development, job creation and inclusive growth.