By Miller Chibomba
This drone photograph was taken over Siavonga, overlooking the vast waters of Lake Kariba.
Every time I look at images like this, I find myself asking the same question:
If places like this exist in Zambia, why aren’t more Zambians visiting them?
As the country rallies behind the Grow Zambia Agenda and its ambitious target of attracting five million tourists, I believe there is a conversation we need to have.
Not about international tourists.
About ourselves.
Before We Ask the World to Visit Zambia
When tourism targets are mentioned, our minds naturally go to international arrivals.
Visitors from Europe.
Visitors from Asia.
Visitors from America.
Visitors from neighboring countries.
But perhaps we should first ask:
How many of the five million tourists are expected to be Zambians?
Because the strongest tourism industries in the world are often built on a strong domestic tourism foundation.
Local people travel.
Families take holidays.
Schools organize educational visits.
Companies organize retreats.
Citizens become tourists in their own country.
Tourism becomes part of the culture.
I’m not convinced we are there yet.
Let’s Be Honest About What Stops Us
I don’t believe Zambia has a tourism attraction problem.
I believe we have a tourism participation problem.
And there are several reasons why.
Affordability
For many families, tourism is still viewed as a luxury.
When people are managing school fees, housing costs, transport expenses, and daily living pressures, a weekend away can feel difficult to justify.
This is a reality we should acknowledge honestly.
If domestic tourism is going to grow, we need tourism products designed with ordinary Zambians in mind.
Awareness
Many Zambians know more about destinations outside Zambia than destinations within Zambia.
People have heard of Dubai.
Cape Town.
Zanzibar.
But how many have explored Lake Tanganyika?
Kasanka?
Nsumbu?
Liuwa?
Lumangwe Falls?
Even Siavonga itself?
Sometimes people don’t travel because they simply don’t know what exists.
Culture
This may be the most important factor.
In Zambia, many people travel because they have to.
A funeral.
A wedding.
A work transfer.
A family obligation.
We rarely travel simply to explore.
We have not yet fully developed a culture of discovering our own country.
And perhaps that is where the real opportunity lies.
Tourism Yamu Local Was Asking the Right Question
I often think about the Tourism Yamu Local campaign.
Its message was straightforward:
Zambians should experience Zambia.
The campaign was never just about increasing hotel occupancy.
It was about changing mindsets.
It was about encouraging Zambians to become active participants in their own tourism economy.
Because domestic tourism creates more than economic value.
It creates connection.
It creates pride.
It creates appreciation.
It helps people understand the diversity, beauty, and potential that exists beyond their immediate surroundings.
Looking at Siavonga Differently
When I stand overlooking Lake Kariba, I don’t just see a tourism destination.
I see a missed opportunity.
Not because tourists are not coming.
But because many Zambians are not.
I see school children who should experience this place.
Families who could create memories here.
Young photographers who could be inspired here.
Entrepreneurs who could build businesses around tourism.
Local communities that could benefit from increased visitor activity.
The opportunity isn’t just attracting foreigners.
The opportunity is helping Zambians rediscover Zambia.
What Would Success Look Like?
For me, success would not simply be reaching five million tourists.
Success would be hearing more people say:
“I finally visited Siavonga.”
“I took my children to Livingstone.”
“I spent a weekend in Kasanka.”
“I explored a province I had never visited before.”
“I experienced Zambia.”
Because when more Zambians travel, the benefits go beyond tourism.
We strengthen local economies.
We support jobs.
We promote conservation.
We build national pride.
And we become ambassadors for our own country.
Final Reflection
As I look at this drone image of Siavonga and Lake Kariba, I don’t see just a beautiful landscape.
I see a challenge.
And an opportunity.
The challenge is convincing more Zambians that tourism is for them too.
The opportunity is creating a culture where exploring our own country becomes normal, accessible, and desirable.
The Grow Zambia Agenda has given us a target.