LUSAKA – The Zambia Tourism Agency (ZTA) has officially launched an innovative six-month worldwide tourism promotion campaign on Expedia booking platform, one of the world’s leading online travel agencies. This strategic partnership aims to position Zambia as a premier travel destination and to achieve a target of 3 million international arrivals by 2026.
The launch coincides with a global trend, as 34 million people worldwide are planning to visit Africa in 2025, with 76% expressing interest in safari holidays. Zambia’s rich, authentic, and untamed safari experiences uniquely position the country to capitalize on this interest, offering travellers unforgettable adventures in its renowned national parks and iconic landmarks like Victoria Falls and Samfya Beach.
Leveraging Expedia’s extensive booking platform and advanced data analytics, ZTA intends to convert global interest into confirmed bookings. Expedia’s platform attracts over 300 million visits monthly, reaching 200 million unique bookings and users worldwide. Supported by more than 200 travel agents, partnerships with 550 airlines, and a loyal membership base of 168 million, Expedia connects travellers with flights, hotels, and holiday packages making it an ideal partner to elevate Zambia’s global visibility.
The ZTA-Expedia Campaign will significantly enhance the promotion of Zambia’s key attractions to an international audience, spotlighting destinations such as Victoria Falls, national parks, and cultural heritage sites. Throughout the campaign, Expedia will disseminate compelling multimedia content across its social media channels, websites, and partner networks, reaching experience-seeking tourists around the globe.
Speaking during the launch, ZTA Chief Executive Officer Matongo Matamwandi emphasized the importance of this campaign for the promotion of destination Zambia and the opportunity it provides for Zambia tour operators to directly connect with tourists on the Expedia booking platform.
Mr. Matamwandi highlighted Zambia’s strategic focus on four emerging markets and expressed confidence that this partnership will boost the country’s profile as a top travel destination.
He added that ZTA remains optimistic about the prospects of reaching 3 million tourists by 2026, for as long as campaign of this nature receive government priority funding.