Proflight Zambia Strengthens Destination Connectivity at Africa Travel Indaba 2025

Proflight Zambia highlighted its essential contribution to linking Zambia's varied tourism destinations during the country's prominent participation at Africa's Travel Indaba 2025. Alongside 40 other Zambian tourism stakeholders, the airline took part in the premier travel trade show in Durban from May 13-15, underscoring the significance of collaborative destination marketing.

Zola Khondowe, Manager of Customer Support Services, who attended the event, highlighted the strategic value of this unified approach: "In a competitive marketplace like Africa's Travel Indaba, standing together as Team Zambia creates a stronger impact than any single operator could achieve alone. For Proflight, being part of this unified presence alongside our tourism partners demonstrated our shared commitment to promoting Zambia as a destination."

The Zambia stand consistently garnered interest throughout the three-day event held at Durban's Inkosi Albert Luthuli Convention Centre. Stakeholders reported engaging productively with international buyers and media.

"Our participation was about more than just promoting flight routes," Khondowe continued. "It was about showing how Proflight's connectivity enables travellers to experience everything Zambia has to offer – from Victoria Falls, to adventure activities, safari, the local culture, and MICE travel - as part of one seamless journey."

Khondowe and Christine Kunda, Senior Customer Service Representative from Proflight Zambia, were present at the stand throughout the three-day event, actively engaging with buyers and addressing inquiries related to logistics and connectivity within the country. The team found the level of engagement to be both productive and encouraging as they connected with existing partners and established new industry contacts interested in promoting Zambia's diverse destinations.

Conversations at the stand revealed a notable shift in the marketplace toward Zambia's longstanding tourism attributes. Ian Pollard, Commercial Manager for African Parks at Kafue National Park, observed: "What the trade is looking for right now is authenticity, exclusivity, and I think that's what Zambia offers. Economic considerations also influence buyer interest: "We're affordable in many ways in comparison, maybe to other products, so that's also driving a slight change," Pollard explained. He also credited the government's commitment to tourism promotion: "I think the government's doing a really great job getting us to these shows, but also promoting the destinations.”

The impressive showing of 41 Zambian exhibitors demonstrated the sector's maturity and growth: "Forty-one organisations here are showing what Zambia shows, that there is tourism growth as well, and I think that growth brings more competition and more competition means improved products," Pollard remarked.

The Zambia stand was notably enhanced by the presence of Hon. Rodney Sikumba, Minister of Tourism, who spearheaded high-level engagements throughout the event. The Minister held bilateral meetings with key stakeholders, including the South African Deputy President, Shipokosa Paulus Mashatile. Minister Sikumba also dedicated time to interact with private sector exhibitors at the Zambia stand, recognising their contributions to the country's tourism growth and its promotion on the international stage.

"Having the Minister of Tourism among us at Africa Travel Indaba demonstrated the strong partnership between government and industry that makes Zambia's tourism offering so compelling," Khondowe concluded. "This unified approach, bringing together Proflight Zambia, conservation organisations, tour operators and government stakeholders, ensures that visitors can experience the best of our country with seamless connectivity and support. We look forward to continuing this collaboration as we welcome more travellers to discover Zambia's remarkable destinations."