Zambia Shines at ITB Berlin 2025, Achieving Tourism Milestones and German Market Growth
The Zambia Tourism Agency (ZTA) has made a remarkable impression at ITB Berlin 2025, reaffirming its dedication to showcasing the country’s diverse tourism offerings to the German and broader European markets. As one of the world’s premier travel trade shows, ITB Berlin provides a crucial platform for Zambia to strengthen its presence in the global tourism industry, and this year’s event proved to be a game-changer for the southern African nation.
Speaking to the media, Matongo Matamwandi, CEO of ZTA, reflected on Zambia’s evolving role at ITB Berlin, highlighting the industry’s recovery and growth. “This year’s event is markedly different from 2024 when the tourism sector was still navigating post-COVID recovery. Now, the atmosphere is forward-looking, with encouraging conversations and reports of growing numbers within the industry,” he remarked. Matamwandi also noted a significant increase in participation from Destination Management Companies (DMCs) and travel agents, which he sees as a driving force behind Zambia’s rising tourism figures. “The feedback from operators has been overwhelmingly positive, with many reporting higher business volumes compared to last year,” he added.
Germany Leads European Growth in Arrivals
Germany continues to emerge as a critical market for Zambia’s tourism sector, with a 21% year-on-year increase in arrivals reported. This consistent growth underscores the importance of Zambia’s strategic engagement with German travel buyers and tour operators. “Over the last two years, the German market has been a standout performer for us,” Matamwandi stated. “ITB Berlin gives us direct access to trade experts and decision-makers. There’s substantial interest in Zambia, and we know we need to double down on this momentum.”
In addition to engaging with the travel trade, ZTA is shifting its focus toward direct consumer outreach. Matamwandi revealed plans to collaborate with influential organisations like DRV, a leading private-sector travel association in Germany. “By working with DRV and other partners, we aim to transform our consumer engagement strategies, making Zambia a household name in the German leisure market,” he explained.
Record-Breaking Arrivals and Economic Impact
Zambia’s tourism sector celebrated a historic achievement in 2024, recording an unprecedented 2.2 million international arrivals—a 35% increase compared to 2023. This milestone reflects Zambia’s growing appeal as a global destination and its strategic positioning as a tourism hub. “For the first time in our history, we’ve surpassed 2.2 million international visitors,” Matamwandi shared. “This growth not only boosts revenue generation but also creates jobs for Zambians, reaffirming tourism as a cornerstone of our economy.”
Matamwandi highlighted how tourism is now receiving recognition at the highest levels of government. “Our president recently addressed parliament, and for the first time, tourism was a major focus of his speech. That endorsement signals the sector’s importance for Zambia’s future,” he noted. With 40% of Zambia’s land remaining in its natural state, the country has a unique advantage to offer sustainable tourism experiences. “Unlike copper, which diminishes over time, tourism is a renewable economic resource. It has the potential to consistently uplift communities across the nation,” Matamwandi emphasized.
Investing in Youth for Sustainable Tourism Growth
In addition to marketing efforts, ZTA is prioritizing capacity building to ensure the long-term sustainability of the tourism industry. Matamwandi unveiled a new Graduate Training Programme, designed to equip young professionals with the skills needed to succeed in tourism. “Over the next three years, we will recruit fresh graduates annually for a two-year training program. This initiative will create a pipeline of skilled professionals who understand both the operational and managerial aspects of tourism,” he explained.
The programme draws inspiration from Zambia’s experience hosting the UN Tourism’s CAF Meeting and Brand Africa discussions, which emphasized the need for capacity development. “This initiative, along with the establishment of a new tourism school, is a direct result of those discussions. We are committed to nurturing young talent who will lead the next phase of Zambia’s tourism growth,” Matamwandi added.
Looking Ahead
Zambia’s success at ITB Berlin 2025 demonstrates its growing influence in the global tourism industry. With record-breaking arrivals, a strong focus on the German market, and innovative capacity-building initiatives, Zambia is positioning itself as a must-visit destination for international travelers. For African travel agents, this growth presents an excellent opportunity to showcase Zambia’s unique offerings, from its breathtaking natural landscapes to its rich cultural heritage.
As the country continues to invest in its tourism infrastructure and human capital, it is clear that Zambia’s upward trajectory is just beginning. With its commitment to sustainability, community development, and market expansion, Zambia is well on its way to solidifying its place as one of Africa’s premier travel destinations.
