The Zambia Tourism Agency (ZTA), under the Ministry of Tourism, has launched the “Take A Holiday Yamu Loko” domestic tourism campaign to encourage Zambians to explore local destinations, support tourism businesses and stimulate economic activity, with the initiative already attracting a K1 million sponsorship pledge.
The six-month campaign, running from November 4, 2026 to April 4, 2027, is targeting at least 150 tourism operators and seeks to make local travel more affordable and accessible through special holiday packages and partnerships with tourism businesses.
Speaking during the official launch attended by the Zambian Business Times-ZBT, on 4 November 2026, new Tourism Minister, Princess Kasune said the initiative is an important step towards building an inclusive tourism sector that contributes to economic growth, job creation and improved livelihoods.
Kasune explained that tourism benefits extend beyond hotels and lodges, as visitors create business opportunities for farmers, transporters, restaurants, craft producers and young people seeking employment, making the sector an important driver of economic diversification.
She disclosed that international tourist arrivals increased from approximately 1.4 million in 2023 to 2.2 million in 2024 and 2.3 million in 2025, while Government is targeting five million international arrivals annually by 2031.
Kasune further indicated that domestic tourism must become a stronger and more consistent market, adding that the Yamu Loko campaign seeks to change the perception that holidays are only for people travelling abroad or those with substantial disposable incomes.
“An affordable holiday package is not merely a discount, it is an investment in a new customer, a future repeat visitor and a stronger domestic tourism market,” she said.
Meanwhile, speaking at the same event, ZTA Acting Chief Executive Officer, Abigail Shansonga said the campaign presents an opportunity to introduce innovative approaches that make travelling within Zambia more accessible, attractive and rewarding for citizens.
However, the campaign has already secured a K1 million sponsorship from Madison Financial Services, whose Chief Executive Officer Chabala Mumbi said the funding will support the initiative and the Zambia Unlocked Influencer Challenge, alongside monthly holiday package giveaways over six months through raffle activities linked to the Yamu Loko Madison Finance Savings Account.
Mumbi said the partnership will also promote financial inclusion, responsible saving, domestic travel insurance and local tourism businesses, urging Zambians to explore their country because every holiday spent locally supports businesses and contributes to national development.
Article by Philip Sinkala
