Tuesday, June 10, 2025
Kenya has reaffirmed its commitment to the growth of regional tourism in Africa through its participation at the Zambia Travel Expo (ZATEX) 2025, held from June 5 to June 7, 2025, at the Mulungushi International Conference Centre in Lusaka, Zambia. This participation underscores Kenya’s goal to deepen its relationships within Africa’s tourism ecosystem. At the event, Kenya showcased the Magical Kenya brand, while promoting its diverse tourism offerings that include safaris, beaches, cultural heritage sites, and more. The expo provided a platform for Kenya to engage with other African nations to foster collaboration and boost intra-Africa trade, a vital element for the continent’s tourism recovery.
ZATEX 2025 hosted over 50 exhibitors, including tourism professionals, government agencies, National Tourism Organizations (NTOs), conservation groups, and small businesses in the tourism sector. The event served as an opportunity for participants to discuss strategies for regional tourism growth and explore how African countries can work together to enhance cross-border travel. Kenya’s involvement highlights the importance of partnerships between African destinations, aiming to make the continent a top global tourist destination.
Kenya’s Strategic Role in Intra-African Tourism Collaboration
The Kenya Tourism Board (KTB), which led Kenya’s participation in ZATEX, emphasized the critical role of collaboration in boosting tourism within Africa. KTB CEO June Chepkemei expressed the board’s commitment to fostering stronger ties with other African countries, stating, “We are aware of the immense potential that lies in leveraging collaboration, and our participation in ZATEX is part of a continuing memorandum of understanding (MOU) between Zambia and Kenya.”
Chepkemei explained that such collaborations can help bridge existing gaps in infrastructure and services, specifically between airlines, national tourism agencies, and the private sector. She also pointed out that partnerships between Kenya Airways and Zambia Airways could create synergies that would make travel between the two countries more seamless, thus encouraging more tourists to visit both nations. This, she believes, is essential for creating a thriving tourism ecosystem that benefits everyone in the region.
Zambia’s tourism sector, which faces similar challenges to Kenya’s, has much to gain from such collaborations. This partnership has the potential to increase tourism between the two countries by developing joint marketing campaigns and tourism packages that will offer a wider range of experiences for travelers across borders. By promoting tourism growth within the region, these countries hope to create a more interconnected and resilient African tourism market.
Strengthening Africa’s Position on the Global Tourism Map
The importance of intra-Africa tourism was underscored by Angola’s Minister for Culture, Tourism and Environment, Márcio de Jesus Lopes Daniel, who was also present at the event. He emphasized that cooperation among African nations is essential for enhancing the continent’s global share of tourist arrivals. Daniel highlighted that African nations need to work together to improve connectivity, increase visibility, and ensure that tourists who visit one African country are encouraged to explore other nearby destinations.
Zambia’s Minister of Tourism, Hon. Rodney Sikumba, representing President H.E. Hakainde Hichilema, also delivered a keynote address at ZATEX. He spoke about the need to anchor tourism in domestic travel while also accelerating opportunities for intra-African tourism. Sikumba expressed the belief that “Africa’s strength lies in our diversity,” and that through cross-border collaborations, African countries could offer travelers unique experiences that combine the best of multiple destinations. His comments align with the growing sentiment across Africa that tourism is an essential tool for boosting economic growth and creating sustainable livelihoods.
KTB’s Continued Commitment to Expanding Regional Tourism
Kenya’s participation in ZATEX is part of a broader strategy to expand regional and international partnerships. Through the Magical Kenya brand, KTB has successfully marketed Kenya as a top African destination known for its diverse offerings, ranging from world-renowned safaris in the Maasai Mara, Amboseli National Park, and Tsavo National Park, to the idyllic coastal towns of Mombasa and Diani Beach. The country’s cultural heritage, including the Lamu Archipelago and Nairobi’s Karen Blixen Museum, also attracts significant interest from international tourists.
During the event, KTB also took the opportunity to promote the upcoming Magical Kenya Travel Expo 2025, which will take place from October 1 to October 3. This event will gather international and regional tourism professionals, with the aim of further elevating Kenya as a leading destination in Africa. The expo will also provide a platform for building strong business-to-business (B2B) networks and expanding Kenya’s partnerships with other destinations in Africa and beyond.
KTB has set ambitious targets for its tourism sector, aiming to reach five million tourist arrivals by 2027. To achieve this, the board will continue to expand joint marketing initiatives, strengthen B2B networks, and encourage collaboration through trade shows, strategic partnerships, and cooperative marketing campaigns with other African nations. This goal is not only about boosting Kenya’s tourism numbers but also fostering a culture of collaboration that benefits the entire African tourism industry.
ZATEX 2025: A Platform for Networking and Collaboration
ZATEX 2025 proved to be an excellent networking opportunity for tourism professionals across Africa. The event brought together industry players from different countries to share ideas, explore new markets, and develop strategies to strengthen the tourism sector. It also served as a reminder that Africa’s tourism potential can only be fully realized if the continent works together.
With Kenya, Zambia, and Angola leading the way, the collaboration at ZATEX is expected to pave the way for new partnerships and initiatives that will have lasting impacts on tourism across the continent. By working together, African countries can leverage their collective strengths to create unique, attractive travel packages, increase cross-border visits, and ultimately boost the continent’s position on the global tourism stage.
Conclusion: Building the Future of African Tourism
The participation of Kenya at ZATEX 2025 underscores the country’s commitment to advancing intra-African tourism and strengthening regional collaboration. The relationships developed at this event will likely lead to more robust partnerships between Kenya and other African nations, contributing to the overall growth of the continent’s tourism industry. Through continued collaboration, joint marketing campaigns, and strategic partnerships, Africa can enhance its visibility as a global tourism hub, offering diverse experiences that attract visitors from all over the world.
As African nations work together to boost tourism, the goal remains clear: create a connected, thriving tourism ecosystem that benefits not only the travel and hospitality industries but also the economies of the countries involved. Kenya’s leadership in this initiative, alongside Zambia and Angola, will be pivotal in shaping the future of African tourism, ensuring its growth and global competitiveness for years to come.
