The Government of the Republic of Zambia has identified tourism, including arts and culture as one of the priority growth sectors of the national economy. It has the potential to be a major contributor to socioeconomic development as an important source of jobs, prosperity and competitiveness, particularly in rural areas. Key assets include pristine national parks and game management areas, which are home to a great diversity of wildlife and flora. Tourism has also been singled out by government as one of the priority areas for investment due to its numerous forward and backward linkages to various other sectors of the economy.

Zambia stands out as one of the prime tourism destinations in Africa offering a wealth of natural tourism assets – waterfalls, lakes and rivers holding about 35% of Southern Africa’s total natural water resource, ‘wildlife protected areas’ occupying about 10% of the country’s total land area, and a tropical climate – a passport to sunshine almost throughout the year.

Zambia is home of the Victoria Falls, one of the Seven Natural Wonders of the World and UNESCO Heritage site. In addition, Zambia is endowed with a rich and diverse culture resulting in the occurrence of more than 30 colourful traditional ceremonies annually. Zambia offers unforgettable holidays in Africa. Acknowledged as one of the safest countries in the world to visit, Zambia’s welcoming people live in peace and harmony.