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🇿🇲 Zambia’s Tourism Performance

Zambia has recently emerged as one of Southern Africa’s fastest‑growing tourism destinations, recording over 2.19 million international arrivals in 2024 — a 35% increase from 2023 — and generating K319.5 million in non‑tax revenue, far above projections  Ministry of Tourism  Zambia Monitor.


🇿🇲 Zambia’s Tourism Performance (2024–2025)

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📊 Comparison: Zambia vs. East African Leaders

Country
Tourist Arrivals (2024 est.)
Revenue Performance
Key Strengths
Kenya
~2.5–3 million
Largest in East Africa
Safari industry, coast
Tanzania
~1.5–2 million
High, second in region
Serengeti, Kilimanjaro, Zanzibar
Uganda
~1 million
Moderate niche revenue
Gorilla trekking
Zambia
2.19 million (+35% growth)
K319.5m non‑tax revenue
Victoria Falls, walking safaris

Sources:   Ministry of Tourism  Zambia Monitor  Travel And Tour World

“Zambia Vibes is your gateway to Africa’s wild heart: thundering Victoria Falls, walking safaris in South Luangwa, canoe trails on the Zambezi, and untouched cultural stories most tourists never see. All tours hand-picked and bookable in seconds.”

A group of Zambia elephants, including a baby elephant in the middle

A group of elephants

🔑 Key Takeaways

  • Zambia is catching up fast: While Kenya and Tanzania still lead East Africa, Zambia’s growth rate is among the highest in Africa.
  • Adventure & nature are Zambia’s edge: Victoria Falls, walking safaris, and river expeditions differentiate it from East African competitors.
  • Government support matters: Policy reforms, infrastructure investment, and marketing campaigns are fueling Zambia’s rise.

👉 In short: Kenya remains East Africa’s tourism leader, but Zambia is now a serious contender in Southern Africa, with record arrivals and revenue growth.

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