Kenya made strategic moves to deepen regional tourism ties at the Zambia Travel Expo (ZATEX 2025), held from June 5–7 in Lusaka.
Represented by the Kenya Tourism Board (KTB), the country promoted the “Magical Kenya” brand while forging new partnerships with fellow African destinations.
According to ktb.co.ke, KTB collaboration with other destinations has been key in driving intra Africa travel. “We are aware of the immense potential that lies in leveraging collaboration and our participation in ZATEX is part of a continuing MOU made between Zambia and Kenya.
We will continue to partner in ensuring that the private sector on both ends and partner national carriers Zambia Airways and kenya Airways can close any gaps that can give both destinations more arrivals. The EXPOs are a perfect platform to build the bridges we need for our destinations, said KTB CEO June Chepkemei.
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Angola’s Minister for Culture , Tourism and Environment Marcio De Jesus Lopes Daniel reiterated the need for cooperation aimed at enhancing the global share number of tourists coming into Africa and those visiting. Chief Guest representing Zambia’s President, H.E Hakainde Hichilema , Zambia Minister of Tourism Zambia Hon Rodney Sikumba emphasized on the need to anchor tourism in domestic travel and accelerate the opportunities intra Africa travel. Africa’s strength lies in our diversity — through destination collaboration, we can create packages that offer travelers unique cross-border experiences, while boosting our economies.”
ZATEX hosted over 50 exhibitors drawn from Local and regional tourism professionals, National Tourism Organizations (NTOs), Government agencies and conservation groups, Non-governmental organizations and investors, hosted buyers from international markets and small and medium-sized enterprises (SMEs) in the tourism sector.
READ: Africa: 2017 Zambia Travel Expo to hold in April
The three-day event availed Kenya Tourism Board another opportunity to raise awareness of the 15th Magical Kenya Travel Expo slated for the 1st – 3rd of October , 2025 . Key was also the opportunity to raise destination awareness during the last day of the expo open to the public.
KTB will continue to expand joint marketing initiatives with African and other destinations, promote regional collaboration and strengthen the B2B networks through trade shows, marketing campaigns and strategic partnership towards the targeted arrivals of 5 million tourists by 2027.
