Zambia: How ZATEX return, MICE could define country’s tourism
One of the most exciting developments in African tourism this year is the triumphant return of the Zambia Travel Expo (ZATEX), taking place from June 5 to 7, 2025, in Lusaka.
After a six-year hiatus, Zambia is re-entering the continental travel trade circuit – and doing so with newfound vigour and a broader vision that extends well beyond leisure tourism.
As an observer of African tourism trends, the enthusiasm surrounding ZATEX is not just about the return of a travel show. It’s about what that return signifies: Zambia’s reawakening as a serious player in both the leisure and business tourism markets.
With a sharpened focus on the MICE (Meetings, Incentives, Conferences and Exhibitions) segment, Zambia is making a strong case for itself as a dual-purpose destination – where business and pleasure seamlessly coexist.
To understand the importance of ZATEX’s return, one needs only to look at the successes of other such events.
South Africa’s Africa Travel Indaba, held annually in Durban, remains one of the continent’s largest and most polished travel trade shows.
With its slick execution, wide international attendance, and focus on high-volume tourism products, Indaba has become the standard-bearer for the rest of Africa.
Then there’s Kenya’s Magical Kenya Travel Expo (MKTE), a vibrant event that leans heavily into Kenya’s strong safari and eco-tourism propositions, while cleverly incorporating cultural tourism into its agenda.
Tanzania’s Swahili International Tourism Expo (S!TE) has carved out a niche for itself by positioning Dar es Salaam as a gateway to lesser-known experiences in East Africa.
Zimbabwe’s Sanganai/Hlanganani, Botswana’s Botswana Travel and Tourism Expo, and Uganda’s Pearl of Africa Tourism Expo (POATE) each bring something different to the table – from strong emphasis on local participation to creative theming and immersive buyer experiences.
These expos serve as both economic drivers and powerful storytelling platforms.
Relaunch
The relaunch of ZATEX is only part of a much broader push. In April 2025, just two months prior, Zambia hosted the 2nd UN Tourism Africa and Americas Summit (CAFCAM) in Livingstone and the 3rd Travel, Hospitality & Tourism Education Summit in Lusaka.
Hosting CAFCAM in Livingstone, Zambia’s tourism capital, is a smart move. It signals the country’s intention to make Livingstone more than just a gateway to the Victoria Falls – it’s also a world-class MICE destination.
And with growing international air connectivity, improved infrastructure and political stability, Zambia is well-poised to capitalise on this ambition.
“But that just goes to show our campaign of saying Zambia is central, Zambia is peaceful, come and have your meetings in Zambia, it works,” Zambia Tourism Authority CEO Matongo Matamwandi explained to Voyages Afriq magazine recently.
“We are improving on air access, we have the facilities. And believe you me, you don’t just do meetings and serious conferences.
We actually do it with the leisure side of it… after the meetings, you can bungee jump, you can go and see the Victoria Falls and have a bit of fun,” he said.
Business plus leisure
This “bleisure” (business + leisure) angle is one Zambia is increasingly leaning into – and rightly so.
Countries such as Rwanda and South Africa have long used it to lure high-profile conferences and global summits.
If Zambia can match that with its own unique mix of adventure, culture and tranquillity, it may just become the next darling of African MICE tourism.
Now, back to ZATEX. The 2025 edition promises to be a completely different event from its pre-COVID predecessors. “We are ready, we are coming in with a bang,” Matamwandi assured.
Unlike previous editions, this one will integrate international, regional, and domestic tourism players more deliberately, creating room for synergy and deal-making.
A full day is dedicated to matchmaking between buyers and sellers, reinforcing ZATEX’s role as a serious commercial platform.
Crucially, the expo has a strong focus on empowering local tourism SMEs.
The ZTA has introduced subsidies to support their participation – an important gesture, especially in a sector where smaller operators often struggle to reach global markets.
“This is their show,” Matamwandi declared. “We bring buyers right to their doorstep.”
The mid-year timing of ZATEX also positions it well within the continental calendar.
Most African travel expos take place early or late in the year.
A June event in Lusaka provides a natural midpoint and could evolve into a key rendezvous for buyers looking to refresh their portfolios mid-cycle.
From an external perspective, Zambia’s renewed push into the travel and tourism space feels strategic, well-timed, and full of potential.
The combination of ZATEX and CAFCAM in the same year isn’t coincidental – it’s a declaration of intent.
Zambia isn’t merely rejoining the African tourism conversation; it’s determined to help lead it.
And while South Africa, Kenya, Tanzania and Rwanda continue to dominate the headlines, Zambia’s advantage may lie in its authenticity, under-commercialised experiences and untapped stories.
Whether it's walking safaris in South Luangwa, canoeing the Lower Zambezi or witnessing the Kuomboka ceremony, Zambia offers experiences that are intimate, unspoiled and deeply African.
The hope is that ZATEX will shine a spotlight on these, while the MICE strategy brings global minds and money into the country.
If done right, 2025 could be the year Zambia not only hosts important tourism events but also rebrands itself – convincingly – as one of Africa’s most promising and versatile tourism destinations.
As an outsider looking in, it’s hard not to be impressed by the ambition and the groundwork already being laid.
Zambia may have taken a pause, but now it’s back – and ready to lead.
