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.
International Arrivals:
Revenue:
Key Attractions Driving Growth:
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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

A group of elephants
👉 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.