From the thrilling Mosi-oa-Tunya to the remote wildernesses of the Busanga Plains within 5.5 million acre Kafue National Park, Zambia offers visitors the chance to witness wildlife in the most natural way possible. And then there is the South Luangwa region which just happens to be one of the finest safari areas in Africa, with very rich wildlife and an area favoured for walking safaris.

Zambia has significant potential for tourism as a vehicle for economic development with its wealth of natural tourism assets. Zambia is also endowed with a rich and diverse culture that enjoys more than 30 colourful traditional ceremonies annually.

Ecotourism is still under-exploited in Zambia. In 2019, the tourism sector contributed 7% to gross domestic product ($1.7 billion) and 7.2 percent of total employment however the sector continues to underperform and remains under-utilised.