2024 is expected to see Zambia welcome four times as many visitors as they did just three years ago
At WTM 2024, Matongo Matamwandi, CEO of the Zambia Tourism Agency, outlined how the country has transformed its tourism fortunes post-Covid, with a strong government commitment and digital-first marketing strategy driving success.
"Since we went into Covid, our visitation had dropped to as low as 500,000 annually... even before the pandemic, the highest we had recorded in terms of arrivals was 1.2 million," Matamwandi explained. Projections suggest two million tourists will have visited by the end of 2024.
The recently-elected president, a former businessman, declared himself Zambia’s 'Chief Marketing Officer' and prioritised tourism alongside investment promotion, shifting the destination's trajectory massively.
"He is not a conventional president... so he attracted a lot of attention. That put a spotlight on Zambia and we decided to ride on that."
Complementing the investment-heavy approach of the new government is an ongoing digital campaign, amplifying Zambia's visibility globally.
"I'm happy to say that by the end of August, we hit a billion reach on our digital platforms."
Key to Zambia’s appeal and messaging is its unspoilt, nature-based tourism offering. The iconic Victoria Falls, shared with Zimbabwe, remains a major draw.
"Mistakenly, people used to think Victoria Falls was mostly in Zimbabwe or South Africa, but two-thirds of it is on the Zambian side, so we have the biggest and best view," Matamwandi clarified, including the "most daring and exciting" part: Angel's Pool, a swimmable area on the very edge of the falls. Matongo hasn't yet been brave enough to take a dip, but Zambia's Minister of Tourism has (twice).
Matamwandi encouraged travel agents to take note. "We are probably the best-kept tourism secret, not only in Africa, but the world, and now, we are open to welcome guests and show them the secret we have been keeping."
WTM London 2024 took place at ExCel London from November 5th to 7th, 2024.
