Zambia is undertaking an initiative aimed at fostering its economic growth by developing its gaming sector. In connection with the target of having 3 million foreign visitors by the end of 2025, the country is progressively recognising the significance of its gambling market in its development strategy. This initiative aims to diversify Zambia’s tourism products and utilise the gambling market to drive the country’s economic development.
A revitalised focus at the 97th Agricultural and Commercial Show
The country’s new focus on gambling as a supplement to tourism was a central theme of the 97th Agricultural and Commercial Show, held from July 30 to August 4, 2025. Throughout the entire festival period, casino licensing played a central role alongside agriculture, commerce, and tourism. This is a new policy change, with Zambia no longer viewing gambling solely as a source of entertainment, but as an emerging sector that will play a significant role in economic diversification and development.
Tourism growth on a rising trajectory
Zambia’s tourism industry has recorded notable growth over the past few years. In 2024, the number of tourists increased from the previous 1.3 million in 2023 to 2.2 million. Such dramatic growth indicates that Zambia is well on its way to surpassing its 2025 target of 2.4 million tourists, with estimates predicting the number could hit up to three million visitors by year-end. Such developments reflect Zambia’s growing prominence as a key destination and regional travel hub in Southern Africa.
The Zambian Minister of Tourism, Rodney Sikumba, highlighted the connection between tourism expansion and economic growth, adding that “this growth is not only due to tourism but also due to the economic performance of the country, noting Zambia’s economy grew by 4% in 2024.” The government’s target is to achieve a 6% economic growth rate in 2025, with the hospitality sector playing a significant role in Zambia’s economic growth, particularly through tourism.
Incorporating gambling into Zambia’s tourism policy
The inclusion of casino licensing within Zambia’s tourism policy is a creative approach aimed at enhancing the overall tourist experience. While Zambia is globally renowned for its natural wonders, it is also incorporating casino licensing to tap into new markets seeking diverse experiences and activities.
The Agricultural and Commercial Show provided a perfect forum to highlight this development, and henceforth, the gambling industry became a respectable and integral part of the tourism sector. These initiatives align with developments across Africa, where legalised gambling increases tourists’ length of stay, boosts overall expenditure, and diversifies the tourism sector’s product offerings.
Existing casinos demonstrate potential
Many of the current casinos in Zambia are a good representation of the industry’s potential. Lusaka Royale Casino, the Majestic Casino, and Casino Marina have become major tourist attractions for both foreign and domestic tourists. These facilities offer state-of-the-art gaming amenities, complemented by restaurants, bars, and entertainment outlets, demonstrating how gaming can enhance the tourist experience.
The government’s assurance to continue granting casino licenses in a regulated regime is crucial to maintaining high-quality standards and responsible gambling practices. This regulation will make Zambia’s gambling sector a secure and attractive proposition for foreign visitors, thereby increasing its prospects of becoming a desired tourist destination.
An integrated approach to tourism development
The introduction of casino licensing, including exhibition tourism licensing and grading, is a sophisticated and multidimensional approach. Zambia is working to incorporate gambling into its national tourism policy to enhance the nation’s attractiveness and competitiveness with other destinations offering a wide range of recreational activities.
As 2025 progresses, the gambling industry is expected to be one of the fastest-growing sectors in the country’s tourism industry. The country is introducing casino entertainment into its eco-tourism and cultural experiences in an effort to diversify its services and attract a broader range of overseas visitors.
Forecasting achievements of industry targets
As the government launches an overall campaign to promote tourism and integrate gambling into its strategic plan, Zambia is poised to achieve its vision of attracting 3 million tourists in 2025. Gambling has the potential to boost revenue from tourists, create job opportunities, and promote economic growth—especially in underdeveloped areas where tourism-friendly infrastructure is still in its early stages of development.
As the image of Zambia as a dynamic tourism destination continues to improve, it is expected that foreign arrivals will trigger more investments, create more jobs, and stimulate local economies through a better quality of the tourism experience. Growth in this sector has the potential to make a significant contribution to Zambia’s long-term economic development.
A bright outlook for Zambia’s tourism and gaming industries
Through the inclusion of gambling in its tourism policy agenda, Zambia is positioning itself for competitiveness as a diversified and dynamic tourist destination in Africa. The development of casinos and other forms of recreation aims to improve the tourist experience while advancing the nation’s goals of regional competitiveness and economic sustainability. As the country enhances its tourism infrastructure and builds an international reputation, the convergence of the tourism and gaming sectors actively drives economic growth.
