Announcing the campaign in Lusaka, ZTA said the partnership comes at a time when global interest in African travel is surging, with an estimated 34 million tourists expected to visit the continent in 2025. Significantly, about 76% of those travellers are seeking authentic safari experiences—a niche in which Zambia’s pristine wildlife parks, adventure tourism, and cultural diversity give it a competitive edge.
Leveraging Expedia’s global network, which records more than 300 million monthly visits and 200 million active users, the campaign will translate digital visibility into real bookings. Expedia’s ecosystem spans over 550 airline partners and 200 travel agencies, offering a powerful platform to position Zambia among the top African destinations.
The promotion will spotlight Zambia’s world-renowned attractions, including Victoria Falls, the Lower Zambezi and South Luangwa National Parks, and rich cultural heritage sites. It will also feature emerging destinations such as Samfya Beach on Lake Bangweulu, broadening Zambia’s tourism appeal beyond traditional safari circuits.
Expedia will deploy multimedia storytelling, video campaigns, and influencer collaborations across its websites, social media channels, and partner networks to reach adventure-seeking travellers globally.
ZTA Chief Executive Officer Matongo Matamwandi described the partnership as a strategic breakthrough in Zambia’s tourism marketing efforts.
“Zambia’s focus is on building visibility in four emerging markets, and this campaign provides the perfect opportunity to connect with travellers seeking authentic African experiences,” Matamwandi said. “Achieving our 2026 target will depend on continued government support for such strategic initiatives.”
He added that the collaboration not only strengthens Zambia’s international brand but also creates direct linkages between local tour operators and international markets, enhancing opportunities for small and medium-sized enterprises in the sector.
ZTA expressed confidence that the partnership with Expedia will generate long-term benefits for Zambia’s tourism industry—driving increased tourist arrivals, foreign investment, and job creation across the hospitality value chain.
With global travel rebounding and demand for immersive experiences on the rise, Zambia’s campaign signals a decisive move to position the country as one of Africa’s most vibrant and competitive destinations.