Kenya Champions African Tourism Unity At Zambia Travel Expo 2025

KTB Showcases Magical Kenya While Strengthening Intra-Africa Travel And Trade Partnerships

Kenya continues to lead the way in fostering intra-African tourism and regional collaboration, following a strong showing at the Zambia Travel Expo (ZATEX) 2025, held from June 5th to 7th at the Mulungushi International Conference Centre in Lusaka. Through the Kenya Tourism Board (KTB), the country showcased its world-renowned Magical Kenya brand while reinforcing strategic ties with regional partners in a bid to boost African travel, trade, and connectivity.

With over 50 exhibitors from across the continent, ZATEX provided an ideal platform for Kenya to engage key stakeholders in Africa’s tourism ecosystem, from national tourism organizations and private sector players to airlines and conservation groups. KTB took center stage, highlighting Kenya’s rich tourism offerings and commitment to unlocking Africa’s travel potential.

“Our participation at ZATEX 2025 is a testament to our belief in the power of collaboration. Together with Zambia and other African destinations, we are creating bridges that connect experiences, people, and opportunities,” said KTB CEO June Chepkemei. “The future of tourism is African — and joint efforts between the public and private sectors, including Kenya Airways and Zambia Airways, are key to getting us there.”

The event’s high-level support underlined the growing momentum toward unified African tourism. Zambia’s Minister of Tourism, Hon. Rodney Sikumba, speaking on behalf of President H.E. Hakainde Hichilema, emphasized the power of cross-border experiences to transform the continent’s travel narrative. “Africa’s strength lies in our diversity. Through destination collaboration, we can craft unique, multi-country experiences that benefit both travelers and our economies,” he noted.

As Kenya builds towards hosting the 15th edition of the Magical Kenya Travel Expo from October 1–3, 2025, its presence at ZATEX also served to drum up early excitement and awareness. The final public day of the expo offered an excellent opportunity for direct engagement with travelers, tour operators, and tourism enthusiasts.

Looking ahead, KTB remains committed to growing tourism arrivals, with an ambitious target of five million by 2027, by scaling up joint marketing campaigns, expanding strategic partnerships, and deepening engagement through trade shows and B2B platforms.

With initiatives like ZATEX and continued collaboration with sister destinations, Kenya is not just selling a destination, it’s helping shape the future of African tourism.

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