India now a priority in Zambia Tourism’s global playbook; focus on deepening trade outreach

In conversation with CEO of Zambia Tourism Agency (ZTA), Matongo Matamwandi. 

Strategically nestled in Southern-Central Africa, Zambia is not only uniquely placed for cross-border travel between 8 other countries, but also boasts politically stable environment, cultural harmony, raw, untouched natural beauty and the unblemished history, which continue to be Zambia’s most unique selling points. 

“While the world-famous Victoria Falls, remains a strong magnet, the legacy of peace has fostered deep integration with neighbouring countries and given Zambia a warm, hospitable edge, reflected in its growing appeal to international tourists,” explained the CEO of Zambia Tourism Agency (ZTA), Matongo Matamwandi.

While Zambia may not be the first African country that comes to mind for Indian travellers, that may change in near future. Matamwandi further highlighted that with visa-free access, better air links, and experiences that echo Indian sensibilities, Zambia is bracing itself to become Africa’s next big find for Indian travellers in 2025 and beyond.

India among top 5 markets

Though Zambia didn’t previously prioritise India as a core market, that changed two years ago. Today, India is among the top five international source markets, alongside the U.S., South Africa, China, the U.K., and EU nations. 

“The numbers coming in are reasonably strong—and have been growing for the last three to four years. We’ve seen Indian travellers come both for business (MICE) and leisure, often as families. Families spend well and travel in groups. But we only recently began treating India as a priority market,” shared Matamwandi.

“We’ve also hosted Indian groups for conferences. And have also seen combined trips—people looking at investment opportunities while on holiday. Some come as holidaymakers first, and then return to explore business possibilities,” he added. 

He further shared the plan for 2025 and beyond and said, “We’re planning two travel show participations in Mumbai and Delhi next year and are actively working with our High Commission to bring Indian travel trade on familiarisation trips. We’re also inviting media and celebrities to experience and promote Zambia.”

This dual strategy of B2B and B2C outreach, he said, is meant to grow awareness and drive numbers.

From India, there’s also increasing academic interest. “We’ve hosted Indian students and professors studying zoology and African history, and we treat them as part of our tourism ecosystem.”

Need India to see what Zambia offers

In another major advantage, India is also now part of Zambia’s list of 153 countries with visa-free access, subject only to standard immigration vetting. This ease of entry complements Zambia’s considerable infrastructure strides in the last five to 10 years, as per Matamwandi. 

“Connectivity is good—many airlines now fly into Zambia. We have one of Africa’s most modern airports in Lusaka, award-winning by regional standards. Our road networks are expanding, we’ve incentivised charter connectivity across Zambia, and you can fly domestically with ease.”

Livingstone—the country’s tourism capital—is also home to global brands like Radisson Blu, InterContinental, and Taj Hotels, making it wedding-ready too. “We’ve hosted Indian destination weddings, but not in big numbers yet. That’s why we’re investing in digital marketing, so people can discover this beautiful country online.”

In terms of attractions, beyond the Victoria Falls, Zambia offers 14 other major waterfalls in its northern region, and more than 100 heritage sites, complemented by six national museums and several private ones. The country also takes pride in 95 official traditional ceremonies celebrated across 73 tribes, offering rich immersive experiences year-round. “There’s always a celebration going on somewhere in Zambia. It gives us pride, it gives us identity. It helps us preserve and communicate our history and heritage and we are sure this will lure most Indian travellers,” the CEO said. 

Going forward, as Zambia strengthens its outreach to India, it positions itself as an untapped yet richly rewarding destination, perfect for MICE, wildlife exploration, heritage tourism, and niche interests like student groups, destination weddings, and wellness. “We just need India to see what Zambia offers. Once they do, they will keep coming back.”