Zambia Appoints New Tourism Board as Visitor Arrivals More Than Double Since 2022
Zambia has taken a significant step forward in its ambitions to become a globally competitive tourism destination with the inauguration of a new Board of Directors for the Zambia Tourism Agency. Tourism Minister Rodney M. Sikumba officiated at the ceremony in Lusaka on 9 May 2026, describing the appointment as pivotal to the country's economic development strategy.
The newly installed Board, which will serve from 2026 to 2029, is chaired by Keira L. Johnson and comprises representatives from both government institutions and the private sector. Minister Sikumba expressed confidence in the Board's ability to help reposition the tourism sector and deliver on the government's ambitious growth agenda.
Speaking at the inauguration, the Minister highlighted the remarkable transformation that Zambia's tourism sector has undergone under the leadership of President Hakainde Hichilema. What was once viewed primarily as a leisure-focused industry has evolved into a strategic pillar for economic diversification, investment attraction, job creation, and foreign exchange earnings.
The statistics speak for themselves. International tourist arrivals have grown from just over one million in 2022 to approximately 2.3 million in 2025, representing a doubling of visitor numbers in just three years. Minister Sikumba attributed this impressive growth trajectory to improved destination marketing, stronger international engagement, increased air access, and rising investor confidence in the country's tourism potential.
Government commitment to the sector is also reflected in budgetary allocations. The Ministry of Tourism's budget has increased from approximately 304 million Kwacha in 2021 to more than 1.2 billion Kwacha in 2025, demonstrating a fourfold increase in financial resources dedicated to tourism development.
The Minister emphasised the need for Zambia to diversify its tourism offerings beyond traditional products. While the country is renowned for natural attractions such as Victoria Falls and its wildlife parks, there is significant potential to develop culture, heritage, eco-tourism, gastronomy, sports tourism, faith tourism, adventure tourism, community tourism, and meetings and events tourism. This diversification strategy mirrors global trends in traveller preferences and could help Zambia capture new market segments.
Minister Sikumba urged the new Board to ensure that the Agency becomes more innovative, data-driven, and digitally focused in order to compete effectively on the global stage. He made clear that expectations are high and that results are expected from all stakeholders involved in the sector's development.
Ministry of Tourism Permanent Secretary Evans Muhanga noted that the Board assumes office at an opportune moment, with Zambia's tourism sector experiencing strong recovery and renewed global interest. This positive momentum provides a solid foundation for the incoming leadership team to build upon.
Abigail Shansonga, Acting Chief Executive Officer of the Zambia Tourism Agency, reaffirmed the organisation's commitment to aggressively marketing Zambia as a preferred tourism destination while simultaneously strengthening tourism standards, innovation, and digital transformation. These priorities align with broader continental efforts to modernise tourism governance and enhance competitiveness.
Board member Japhet Lishomwa, speaking on behalf of the new directors, thanked the government for the confidence placed in the team and pledged strategic leadership to support the tourism development agenda.
For professionals across the African travel sector, Zambia's trajectory offers valuable insights into what can be achieved through sustained investment, improved connectivity, and strategic marketing. The country's success in more than doubling arrivals within a three-year period demonstrates that African destinations can compete effectively for international visitors when supported by coherent policy frameworks and adequate resources. As regional cooperation continues to strengthen across southern Africa, Zambia's growing profile as a tourism destination creates opportunities for cross-border itineraries and collaborative marketing initiatives.
