Government has called on tourism operators to raise service standards and prioritise excellence as Zambia prepares for the fourth edition of the Tourism Excellence Awards (TEA), aimed at strengthening industry competitiveness and improving visitor experiences.

Speaking at the Tourism Excellence Awards media briefing in Lusaka, Ministry of Tourism Permanent Secretary, Mr. Evans Muhanga, said Zambia’s ambition to attract five million international tourist arrivals by 2031 must be matched by quality service delivery, professionalism and consistent standards across the tourism value chain.

Mr. Muhanga urged tourism businesses to invest in skills, embrace innovation and uphold recognised standards, emphasising that excellence is critical to building visitor confidence, strengthening destination reputation and encouraging repeat visits.

“Attracting visitors is only part of the equation. The quality of experiences we deliver will determine whether they return, recommend Zambia to others and build lasting confidence in our destination,” he said.

And Acting Chief Executive Officer of ZTA, Ms. Abigail Shansonga, said the awards had evolved into an important national platform for recognising outstanding tourism enterprises and professionals while encouraging continuous improvement.

She stressed that tourism competitiveness goes beyond Zambia’s natural attractions and depends on the quality, consistency and uniqueness of experiences offered to visitors.

Ms. Shansonga called on the media to spotlight exceptional tourism businesses and professionals, while encouraging the public to participate in the voting process and recognise those delivering outstanding experiences.

Meanwhile, Tourism Council of Zambia Chairperson, Ms. Glyden Mungaila, said the awards were part of broader efforts to promote professionalism, strengthen service standards and advance Zambia’s tourism development.

She called for stronger collaboration between Government and the private sector to ensure the industry delivers quality, sustainable and competitive tourism products.

The fourth edition of the Tourism Excellence Awards features 28 categories, recognising outstanding individuals, enterprises and institutions across the tourism and hospitality value chain for excellence in service delivery, innovation, professionalism and sustainability.

The awards will be held on 21 November 2026 at Ciela Resort under the theme “Celebrating Excellence – Driving Zambia’s Tourism Future.”