MARGARET CHISANGA
Lusaka
ZAMBIA’s tourism sector is set to grow steadily through strategic commitment to transforming visibility into tangible bookings, partnerships into sustainable investments, and business events into engines of inclusive economic growth.
To further create more opportunities, the Zambia Tourism Agency (ZTA) is participating in the 20th edition of ‘Meetings Africa’ currently going on in South Africa from February 23-25, alongside 15 Zambian co-exhibitors representing the country’s hospitality, destination management, and business events ecosystem.
In a statement, ZTA Communication and Corporate Affairs Manager Hilda Mwape said Zambia’s presence at ‘Meetings Africa’ is a targeted intervention to grow its share of the high-yield Meetings, Incentives, Conferences and Exhibitions (MICE) segment.
She said recent sector research indicates that Zambia has experienced a 67.5% increase in revenue from MICE activities over the past two years, underlining the rising contribution of business events to the national tourism economy.
“This participation builds on Zambia’s strong tourism performance, which recorded a historic 2.3 million arrivals in 2025, reflecting growing international confidence in ‘Destination Zambia’ and is part of a broader strategy to elevate Zambia’s profile within the MICE industry,” she said.
She said the development of the MICE sector aligns with the country’s national agenda for economic diversification.
“This entails driving foreign exchange earnings through empowering Small Medium Enterprises across the tourism value chain, and stimulating demand for conferencing facilities, aviation, transport and professional services,” she said.
She said the MICE platform is pivotal in showcasing Zambia’s rich offerings, while at the same time attracting fresh investment and cultivating meaningful partnerships that will fuel long-term economic growth.
