THE Zambia Tourism Agency (ZTA) signed a six-month global media Tourism Promotion Campaign in partnership with the British Broadcasting Corporation (BBC) and Expedia, a leading global online travel agency.
Speaking during the signing ceremony, ZTA Chief Executive Officer Matongo Matamwandi said the campaign represents a major step forward for Zambia’s global tourism footprint.
The campaign is aimed at positioning Zambia as one of Africa’s top tourist destinations.
The campaign will run across BBC’s international TV channels, websites, social media platforms, and partner networks— with expectations to reach 125 million monthly viewers.
The initiative comes at a crucial time, with 34 million people globally planning to visit Africa in 2025.
Simultaneously, ZTA will leverage Expedia’s global booking platform and data analytics to turn interest into confirmed travel. With over 450 million visits monthly and a global reach of 155 million unique users, Expedia is supported by more than 200 travel agents, partnerships with 550 airlines, and 168 million loyal members. It connects travelers to flights, hotels, and holiday packages and is one of the world’s leading online travel agencies (OTA) and travel fare metasearch engines.
He noted that ZTA’s aim is to penetrate four key emerging markets and achieve 2.4 million international arrivals over the campaign period and beyond.
“This partnership marks a major milestone in Zambia’s strategy to elevate its global tourism image. By leveraging BBC’s global storytelling expertise and Expedia’s data insights, it will help us attract high-value tourists and reach our 2025 target of 2.4 million international arrivals,” Mr Matamwandi said.
ZTA is mandated to effectively promote and market Zambia as a tourist destination of choice and to regulate the tourism industry. ZTA’s 2025 marketing objectives include inspiring 2.4 million international arrivals, increasing Zambia’s share of global travel-related search queries, and growing its social media following by over 10%.
