ZAMBIA SEEKS GLOBAL PARTNERSHIPS TO DRIVE TOURISM GROWTH AND INVESTMENT

The Zambia Tourism Agency (ZTA) is exploring international partnerships and innovative approaches to tourism development to strengthen Zambia’s global destination profile, attract investment and accelerate tourism-led economic growth in line with the Government’s Grow Zambia Agenda.

ZTA Acting Chief Executive Officer, Ms. Abigail Shansonga, said Zambia’s participation in the 2nd Global Tourism City Summit in Busan, Republic of Korea, provides an important platform to learn from international cities that have successfully integrated tourism into urban planning, cultural development, digital innovation and investment promotion.

She said the engagement comes at a critical time as Zambia pursues its ambition of attracting five million tourist arrivals by 2031. Achieving this target will require diversified tourism products, stronger international marketing, increased private-sector investment and the development of destinations that encourage visitors to stay longer and spend more.

“Zambia’s participation in the Global Tourism City Summit is an opportunity to position our country more prominently on the international tourism stage. We are engaging with other destinations to exchange knowledge, explore collaborative opportunities and identify approaches that can strengthen our tourism offering, attract investment and increase visitor arrivals,” Ms Shansonga said.

She added that Zambia stands to benefit from international best practices in urban tourism development, destination branding, digital transformation and sustainable tourism management. These approaches could help strengthen the competitiveness of Zambia’s tourism destinations, expand business opportunities and create employment for local communities.

Ms Shansonga further noted that collaboration between national tourism authorities, local government and the private sector is essential to unlocking Zambia’s tourism potential.

She said the Agency would seek opportunities for joint destination marketing, knowledge exchange and tourism investment that contribute to the country’s long-term tourism growth ambitions.

And speaking upon arrival, Lusaka Mayor, Mr Chitambala Mwewa, said his participation in the summit provides an opportunity to benchmark how leading international cities integrate tourism into urban planning, infrastructure development, cultural promotion and economic growth.

Mr Mwewa said Lusaka, as Zambia’s capital and principal urban centre, has significant potential to develop into a vibrant tourism cosmopolitan by harnessing its cultural diversity, hospitality, local cuisine, arts, entertainment, business activities and conference facilities.

He noted that learning from cities with established urban tourism strategies would help identify practical approaches to improving Lusaka’s attractiveness, enhancing the visitor experience and strengthening its international profile.

Mr. Mwewa added that collaboration between the Lusaka City Council, ZTA, Government and the private sector would be critical in translating lessons from the summit into practical initiatives that support tourism development, attract investment and create opportunities for local businesses.

He emphasised that strengthening Lusaka’s tourism offering would compliment Zambia’s established wildlife, adventure, cultural and nature-based attractions, encouraging visitors to explore more destinations across the country and contributing to the national set target.

The 2nd Global Tourism City Summit is taking place in Busan, Republic of Korea, from 26 to 28 October 2026. The Zambian delegation is led by the Mayor of Lusaka alongside other officials and representatives participating in the summit.