Zambia’s participation in the Magical Kenya Travel Expo 2026 is giving the country an opportunity to strengthen its presence in international tourism markets, develop new industry partnerships and put its tourism products in front of buyers who influence where travellers go.
The 16th edition of the Magical Kenya Travel Expo (MKTE) is taking place from October 6 to 8, 2026, at Uhuru Gardens National Monument and Museum in Nairobi. The event is organised by the Kenya Tourism Board and brings together tourism boards, international buyers, tour operators, airlines, hotels, investors and other tourism professionals.
Zambia’s delegation is being led by Dr. Andrew Chilufya, Director of Tourism at the Ministry of Tourism. The Ministry is participating in partnership with the Zambia Tourism Agency and tourism sector stakeholders, with a programme of meetings and business engagements planned throughout the expo.
For Zambia, the focus extends beyond simply promoting the country as a holiday destination. Meetings with travel buyers and tourism companies provide an opportunity to establish commercial relationships that could eventually translate into Zambia being included in international itineraries, packaged with other destinations or sold directly to travellers in new markets.
That business-to-business element is particularly important for destination promotion. Visibility at a major travel trade event can introduce a destination to companies that sell holidays, organise tours and influence travel choices. For Zambia, the objective is to turn those connections into stronger market access and greater demand for its tourism businesses.
The expo also gives Zambia an opportunity to build closer links with the East African tourism market. Cooperation between African destinations can make it easier for international visitors to combine several countries in a single trip, creating opportunities for travel companies to develop multi-destination itineraries that include Zambia.
Zambia has a broad tourism offering to present to those potential partners. Among its best-known attractions is Mosi-oa-Tunya/Victoria Falls, while its wider tourism portfolio includes wildlife safaris, cultural experiences and adventure activities. The country’s hospitality sector also forms part of the experience it is presenting to the international travel trade.
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Promoting a wider range of destinations and experiences within Zambia could also help spread tourism activity beyond the country’s most recognised attractions. More visitors travelling to different parts of the country can create opportunities for accommodation providers, guides, transport operators, restaurants, craft producers and other small businesses connected to tourism.
The expo is also relevant to Zambia’s ambitions to attract tourism investment. Discussions with investors and industry representatives can help highlight opportunities in accommodation, tourism infrastructure, visitor facilities and other services needed to support a growing tourism sector.
Beyond commercial meetings, the event provides access to discussions on changing travel patterns, technology and sustainable tourism. These exchanges can give Zambia’s tourism authorities and industry stakeholders a clearer view of how destinations are adapting to changes in the international market and how those lessons could inform future tourism development and marketing.
The participation comes as the Zambian government works towards its target of attracting five million international tourist arrivals by 2031. Reaching that target will require more than international visibility. It will depend on building relationships with travel businesses, improving market access and converting interest in Zambia into actual visits and spending.
The Ministry of Tourism has said it will continue working with the Zambia Tourism Agency and other tourism stakeholders to strengthen the country’s competitiveness. For Zambia, events such as the Magical Kenya Travel Expo offer a direct route into the travel trade, where destination promotion can be tested through business relationships and turned into opportunities for tourism operators and communities across the country.
