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Zambia-Malawi Tourism Partnership Strengthens Regional Growth Zambia-Malawi Tourism Partnership Strengthens Regional Growth

The Zambia Tourism Agency (ZTA) made a significant impact at the 2025 Takulandirani Malawi International Tourism Expo (MITE), showcasing Zambia’s tourism potential and fostering stronger regional ties with Malawi. This proactive engagement underscores the growing importance of cross-border collaboration in boosting tourism across Southern Africa, offering exciting new prospects for travel agents.

ZTA’s presence at MITE served as a springboard to promote the upcoming Zambia Travel Expo (ZATEX), scheduled for June 5th-7th at the Mulungushi International Conference Centre in Lusaka. This premier event will connect local Zambian tourism businesses with regional and international buyers, creating a dynamic marketplace for exploring new partnerships and expanding market reach. Travel agents specializing in African destinations should mark their calendars for this invaluable opportunity to discover Zambia’s diverse tourism offerings.

A high point of ZTA’s participation at MITE was the visit of several Malawian dignitaries, including President Lazarus McCarthy Chakwera, First Lady Monica Chakwera, Vice President Dr. Michael Usi, and Minister of Tourism Hon. Vera Kamtukule. This high-profile visit underscored the shared commitment to regional unity and the potential of tourism to drive economic development across both nations. This strengthened collaboration signals a positive trend for travel professionals, promising increased cross-border tourism opportunities and enhanced regional connectivity.

Zambia’s tourism sector is experiencing robust growth, with over two million international tourist arrivals in 2024 and projections for continued expansion in 2025. This positive momentum, combined with the government’s commitment to developing the sector, presents exciting opportunities for travel agents seeking to capitalize on Africa’s burgeoning tourism market. ZATEX, as a key platform for showcasing Zambia’s diverse attractions, offers a strategic entry point for agents looking to expand their product portfolio and cater to the growing demand for authentic African experiences.

Malawi’s tourism industry is also on an upward trajectory, fueled by recent investments and strategic initiatives to enhance its competitiveness. The synergy between Zambia and Malawi’s tourism sectors creates a powerful regional draw, offering travelers a rich tapestry of experiences, from breathtaking natural landscapes to vibrant cultural encounters. Travel agents can leverage this combined appeal to craft compelling itineraries that showcase the best of both countries, attracting a wider range of travelers and maximizing their clients’ African adventure.

The Mulungushi International Conference Centre, the venue for ZATEX, is a state-of-the-art facility equipped to host large-scale international events. Its modern amenities and strategic location in Lusaka make it an ideal setting for connecting tourism businesses with global buyers. Travel agents attending ZATEX can expect a seamless and productive experience, facilitating valuable networking opportunities and fostering fruitful business connections.

The projected growth in tourism for both Zambia and Malawi, coupled with the anticipated boost from regional collaboration, points to a significant economic impact in the coming years. A 15% increase in combined tourist arrivals, driven by joint marketing efforts and enhanced cross-border initiatives, could translate into an additional \$1.13 billion in total economic impact in 2025. This positive outlook underscores the immense potential for travel agents to capitalize on the growing tourism market in Southern Africa.

The Zambia-Malawi tourism partnership is a shining example of how regional collaboration can unlock significant economic benefits and elevate the entire region’s tourism profile. Travel agents operating in Africa should seize this opportunity to explore the diverse offerings of both countries, forge strong partnerships with local operators, and create unforgettable travel experiences for their clients. By embracing this collaborative spirit, travel professionals can contribute to the sustainable growth of the African tourism industry and unlock its vast potential.