Zambia’s MICE industry booms with high-profile events schedule for 2025

ZAMBIA – Zambia has set the stage for a transformative year in tourism with two major international events: the 2nd UN Tourism Africa and Americas Summit in Livingstone from April 8-10 and the Zambia Tourism Expo in Lusaka from June 5-7, reinforcing its status as a premier business and leisure destination.

At ITB Berlin 2025, Zambia Tourism Agency (ZTA) CEO Matongo Matamwandi underscored the importance of these initiatives.

He described them as strategic efforts to elevate the country’s tourism industry by fostering international partnerships and attracting key stakeholders.

CAFCAM to Strengthen Global Tourism Ties

Zambia will host the CAFCAM summit for the first time, bringing together tourism ministers and industry leaders from Africa and Latin America.

Matamwandi emphasized that this would be a milestone event, offering a unique platform for intercontinental dialogue on tourism development.

He highlighted Livingstone as the ideal host city, given its reputation as Zambia’s tourism hub and home to Victoria Falls.

Discussions at the summit will explore ways to enhance cooperation between African and Latin American tourism sectors while strengthening Zambia’s role in global travel networks.

ZATEX Returns with a Renewed Vision

The long-awaited return of ZATEX marks a significant shift in its approach. Unlike previous editions, the 2025 expo will integrate international, regional, and domestic tourism sectors, creating opportunities for business deals and partnerships.

Matamwandi noted that ZTA aims to facilitate direct engagement between international buyers, local operators, and industry professionals.

A dedicated matchmaking session will be introduced, allowing tourism businesses to connect and negotiate partnerships in a structured setting.

Recognizing the role of SMEs in tourism growth, ZTA has introduced financial incentives to support small and medium-sized businesses participating in the event.

This move is expected to increase their visibility and expand their market reach.

Positioning Zambia as a MICE Destination

The hosting of these global tourism events aligns with Zambia’s broader strategy to develop its Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

Matamwandi pointed to improvements in infrastructure and air connectivity as key factors that make Zambia an attractive location for international conferences.

With these initiatives in place, Zambia is set to strengthen its presence in the global tourism industry, positioning 2025 as a defining year for its hospitality and business travel sectors.

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