ZTA urges private sector participation to increase tourist arrivals

Zambia Tourism Agency (ZTA), says stronger collaboration, reliable tourism data and active private sector participation are critical to achieving Government’s target of attracting at least five million international tourist arrivals by 2031. ZTA Acting Chief Executive Officer,…

Zambia Tourism Agency (ZTA), says stronger collaboration, reliable tourism data and active private sector participation are critical to achieving Government’s target of attracting at least five million international tourist arrivals by 2031.

ZTA Acting Chief Executive Officer, Abigail Shansonga, says the tourism sector cannot be driven by one institution alone, but requires coordinated efforts from Government, the private sector, communities and other stakeholders.

Ms Shansonga said this in Lusaka today during the Ministry of Tourism stakeholder engagement meeting to review sector performance and gather input into the 2027 destination marketing programme.

She said reliable tourism data is particularly important for planning, market selection, investment decisions and measuring the impact of tourism across the country.

“Better data is not merely a reporting obligation, it is a competitive asset for the whole destination,” Ms Shansonga said.

Ms Shansonga also called on tourism businesses to actively participate in ZTA marketing initiatives by providing current product information, creating bookable packages, following up trade leads and sharing market intelligence.

And ZTA Board Chairperson, Keira Johnson said achieving the five million arrival target will require competitive tourism products, reliable air access, high service standards and sustained public-private collaboration.

“We have one agenda today, to grow Zambian tourism sustainably. Not one agenda for government and one for the private sector. Not one agenda for ZTA and one for the tourism associations. One agenda, one destination, one industry, one Zambia,” Mrs Johnson said.

And Tourism Council of Zambia Chairperson, Glyden Mungaila commended Government and the Zambia Tourism Agency for strengthening engagement with the industry, saying partnerships are essential to positioning destination Zambia on the global tourism market.

Ms Mungaila said the tourism industry has recorded increased growth, energy and cohesion in recent years, while calling for broader representation of different tourism products and destinations in the 2027 strategy.

“We stand here today as co-partners in the marketing and positioning of Destination Zambia, united by shared ambition and shared responsibility in taking Zambia to the World,” she said.

Meanwhile, Board of Airlines Representatives Zambia Board Secretary, Hellen Mwansa identified high operating costs and taxes, air connectivity and market development, and regulatory and operational efficiency as three priority areas requiring attention.

Ms Mwansa said improving these areas would create a more competitive operating environment for airlines and support the growth of tourism, noting that stronger air connectivity is essential to expanding Zambia’s international visitor markets.

“The three areas to reiterate that we believe require attention are high operational cost, stronger air connectivity and market development, and more efficient and predictable regulatory and operational processes,” Ms Mwansa said.