Image: Langmead
Regional leaders believe stronger partnerships, not competition, will determine the future of Southern Africa’s tourism and trade corridors.
Proflight Zambia, alongside key stakeholders from the aviation and tourism industries, has reiterated industry calls for a coordinated push to position Zambia as a central hub for Southern Africa’s growing multi-destination travel market.
That ambition brought together government officials, tourism leaders, hoteliers, tour operators and travel businesses in Livingstone early July, united behind a simple message: better air links could unlock a new era of regional tourism, trade and investment.
The engagement came as demand grows for multi-country holidays, with travellers increasingly seeking to experience several destinations during a single trip. Industry leaders said Zambia is well placed to become the region’s gateway, provided airlines, governments and the tourism sector work together to improve connectivity.
Speaking at the forum, Counsellor Maipelo Mogotsi, representing the High Commissioner of the Republic of Botswana to Zambia, said regional cooperation would determine the sector’s future. “We fully recognise that no destination succeeds alone. Our collective competitiveness as a region depends on our ability to collaborate rather than compete. When we strengthen regional partnerships, improve connectivity and coordinate our efforts, we create greater value for visitors and greater economic benefits for our people.”
She further noted that while tour operators have designed cross-border packages for years, the infrastructure to support the industries has lagged behind making collaboration and growth in the sector a must. “Air connectivity is the lifeline of tourism, and in this regard, Proflight Zambia is playing a key role in bringing that connectivity to life,” she added.
Proflight Zambia believes that gap is beginning to close.
The airline recently introduced flights linking Lusaka, Livingstone and Windhoek, as well as Lusaka, Livingstone and Maun, creating easier access to some of Southern Africa’s most sought-after tourism destinations.
For Proflight Zambia’s Director of Flight Operations, Captain Josias Walubita, the new routes represent more than an expansion of the airline’s network. “We are building a regional network that is safe, dependable and designed to support the long-term growth of tourism, trade and investment across Southern Africa,” he said.
He added that aviation alone cannot deliver that vision. “Airlines may connect destinations, but it is our travel partners, tour operators, hoteliers, tourism authorities and local communities who transform those connections into real economic opportunities.”
Captain Walubita said the airline’s recent achievement of becoming an International Air Transport Association (IATA) member and Zambia’s only IOSA-registered carrier demonstrates its commitment to operating at internationally recognised safety and operational standards.
The call for growth was matched by a reminder that development must also benefit local communities.
His Royal Highness Chief Mukuni urged stakeholders to pursue regional integration responsibly, saying long-term success would depend on partnerships that create lasting value. “An old African proverb reminds us: if you want to travel quickly, walk alone. If you want to travel far, walk together,” he said. “Our aspiration is to build a Zambia that will endure for generations.”
The Zambia Tourism Agency also reinforced the importance of stronger air services in achieving the country’s tourism ambitions.
Chief Marketing Officer Amanda Mwendaweli Chipungu described Proflight Zambia as one of the agency’s key strategic partners, saying aviation remains the foundation on which tourism growth is built. “Tourism cannot flourish without connectivity,” she said. “When aviation grows, tourism grows, and when tourism grows, the wider economy prospers.”
The discussions come as Zambia pursues an ambitious target of attracting five million international visitors by 2031. For those gathered in Livingstone, the route to that goal begins not only with new flights, but with stronger partnerships that make it easier for travellers to discover Southern Africa through Zambia.
