Zambia's Tourism Boom: Hotels Full, Visitors Flooding In

Zambia's tourism industry is on fire, and the numbers tell an exciting story.

Hotels in Livingstone are reporting 70% occupancy, while the national average has jumped to 55% from just 40% before 2023. It's a welcome change for an industry that struggled through the COVID-19 pandemic.

President Hakainde Hichilema shared the good news in his State of the Nation address last month: tourist arrivals have shot up from 554,000 in 2021 to 2.2 million in 2024. That's nearly a 300% increase.

What's driving the boom? A combination of smart moves by government. The visa waiver policy now lets people from 167 countries visit without paying visa fees. The bet was simple: more visitors spending money at hotels, restaurants, and tourist sites would bring in far more than visa fees ever did.

It's paying off.

"This partnership marks a milestone in Zambia's strategy to elevate its global tourism image," said Matongo Matamwandi, CEO of the Zambia Tourism Agency. "It will help us attract high-value tourists and reach our 2025 target of 2.4 million international arrivals."

The country is also cashing in on hosting international conferences. A 2022 Cabinet decision to actively bid for major events is bringing thousands of delegates to Lusaka and Livingstone. Next year alone, three big African conferences will land in Livingstone, bringing about 2,000 delegates.

The "Destination Zambia" campaign is putting the country on the map through partnerships with BBC Global Storytelling and Expedia, reaching travelers in the US, UK, and Germany.

But it's not just about attracting foreigners. The "Take a Holiday Yamu Loko" campaign is encouraging Zambians to explore their own backyard, and it's working. Domestic tourism jumped 92% in the first half of this year, with over 240,000 Zambians traveling locally compared to 129,000 last year.

To keep up with demand, government is upgrading airports in Lusaka, Ndola, and Livingstone, while an $85 million project is underway in Mfuwe. Next year, $100 million from the World Bank will go toward developing tourism infrastructure across the country, including emerging destinations beyond the usual Victoria Falls and Lower Zambezi spots.

Transport Minister Frank Tayali says the goal is to make Zambia a regional aviation hub, and with tourism numbers like these, the sky's the limit.