Country Spotlight
Jun 20, 2025
-
3 mins

Zambia’s Hidden Layer: Rethinking Distribution in a Multi-Market Hotel Economy

Bakuun

Zambia’s tourism economy is not defined by recovery—it’s defined by rhythm.

From the cascading pulse of Victoria Falls to the quiet corridors of Lusaka’s conference centers, the country’s hospitality industry has always moved with intention. And while the pandemic reshaped global travel, Zambia’s underlying strengths—natural beauty, regional proximity, and operational adaptability—have only become more valuable.

Today, what’s shifting isn’t the destination appeal. It’s the backend: how hotels are distributed, how inventory is synced, and how payments and confirmations move from one market to the next.

Zambia isn’t just part of the Southern African travel ecosystem. It is one of its connectors. And now, its infrastructure is starting to reflect that role.

A Hospitality Economy in Motion

The numbers are encouraging. By the end of 2024, Zambia had recovered 86% of its pre-pandemic international arrivals. Hotel sector revenue is projected to reach USD $56.5 million in 2025, with an anticipated annual growth rate of over 9%.

The country’s key tourism nodes—Livingstone, Lusaka, Ndola, Kitwe, and Solwezi—are not just servicing different types of demand (leisure, business, regional corporate travel), they’re also increasingly digitized. Properties are adopting cloud-based systems, syncing with B2B platforms, and exploring new models of direct contracting.

At every level—from lodge operators in South Luangwa to sales managers in urban hotels—there’s a shift toward real-time visibility, inventory control, and scalable distribution.

But perhaps most importantly, there’s a recognition that Zambia’s tourism industry doesn’t operate in a vacuum. It flows.

Built for Multi-Market Travel

What makes Zambia’s hospitality sector uniquely suited for modern B2B travel infrastructure is not just what it offers—but how it operates.

The average hotel here:

  • Manages rates and payments in multiple currencies (ZMK, USD, ZAR)
  • Works with demand partners in South Africa, Zimbabwe, Botswana, and beyond
  • Coordinates inventory across OTAs, inbound agents, and regional wholesalers
  • Reconciles bookings from international guests while transacting via local financial systems

In short, Zambian operators already run multi-market businesses. That’s not an aspiration—it’s routine.

And as regional travel increases—across safari circuits, corporate events, and overland networks—the need for infrastructure that matches that scale becomes even more critical.

The Rise of Regional Infrastructure

The growing complexity of cross-border travel doesn’t require more platforms. It requires better connections.

In Zambia, that evolution is happening in quiet but measurable ways:

  • Mobile money now accounts for over 58% of financial access in the country
  • The National Financial Switch enables real-time payment interoperability across 30+ institutions
  • Hotels are adopting mobile-first platforms for guest bookings, rate control, and payment settlement
  • Increasingly, operators are seeking API-based distribution that can adapt to local tech environments, rather than overhaul them

This is not about leapfrogging. It’s about aligning tools to the systems that already define how Zambian businesses work. Payment flexibility. Operational transparency. Multi-channel control.

Zambia Is Not Just a Destination—It’s a Connector

Geographically and commercially, Zambia sits at a crossroads. It shares borders with eight countries and acts as a distribution node between SADC states and Central Africa.

This matters for hospitality because Zambia:

  • Hosts dual-border destinations (like Victoria Falls)
  • Shares safari itineraries with Botswana and Zimbabwe
  • Supports overland regional tours into Namibia and Malawi
  • Services corporate demand from Lusaka to Johannesburg

Zambia is not just managing local hotel bookings. It’s facilitating movement—of people, of contracts, of capital.

For B2B buyers and regional platforms, Zambia offers a unique value proposition: properties that are both operationally agile and distribution-ready. That means better inventory access, smarter rate logic, and fewer barriers to collaboration.

B-Marketplace: Infrastructure That Mirrors the Market

This is where B-Marketplace fits—not as a tool, but as infrastructure that reflects the Zambian reality.

Rather than introducing a new workflow, B-Marketplace builds around existing systems—providing a regional layer where hotels, wholesalers, and platforms can sync availability, automate pricing, and settle transactions across currencies and partners.

For Zambian operators, it enables:

  • Direct contracts with regional and global B2B buyers
  • Unified inventory visibility across OTAs, DMCs, and travel agents
  • Streamlined payments and reconciliation, whether in kwacha or USD
  • A single, mobile-ready dashboard that allows properties to scale—without complexity

B-Marketplace wasn’t designed in isolation. It was shaped around markets like Zambia, where properties are already multi-market, already digitally literate, and already positioned for regional expansion.

From Visibility to Velocity

What’s emerging across Zambia is more than digital adoption. It’s operational velocity.

Properties are pricing more dynamically. Payments are settling faster. B2B contracts are expanding beyond country borders and into multi-stop flows. And guest expectations—for seamless booking and confirmation—are aligning with what Zambian systems can deliver.

In this environment, distribution isn’t just about being seen. It’s about being ready.

Zambia’s Next Chapter Is Already Underway

There’s no need to forecast potential. It’s already visible.

  • Bookings are moving through mobile platforms
  • Contracts are being signed digitally across countries
  • Regional partners are onboarding Zambian properties at scale
  • Infrastructure is not being added—it’s being integrated

Zambia’s hospitality future doesn’t need to be reimagined. It’s happening—quietly, intelligently, and with the kind of consistency that makes markets investable.

And the platforms that recognize this—that build for Zambia’s pace, its partnerships, and its potential—are the ones that will scale with it.

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