Madison Financial Services Backs Zambia’s New Domestic Tourism Push with K1 Million
The six-month Take a Holiday – Yamu Loko initiative aims to stimulate economic activity across the tourism value chain, offering digital packages and monthly holiday giveaways to encourage citizens to explore local destinations.
The Zambia Tourism Agency (ZTA) has officially launched the Take a Holiday – Yamu Loko Campaign, a strategic initiative designed to inspire Zambians to travel locally through affordable and accessible experiences. The launch was marked by a significant commitment from Madison Financial Services, which pledged K1 million towards promoting domestic tourism and supporting local businesses.
Speaking at the launch event in Lusaka, recently appointed Minister of Tourism Hon. Princess Kasune emphasized that domestic tourism is a critical pillar for economic diversification and job creation under the Government’s Grow Zambia Agenda.
Ms. Kasune highlighted that increased travel within the country would stimulate economic activity across the entire tourism value chain. She noted that the benefits extend far beyond hotels, positively impacting transport operators, farmers, restaurants, artisans, and local communities. Reaffirming the government’s broader ambitions, she pointed to the target of attracting five million international tourist arrivals annually by 2031, noting that a robust domestic market is essential for sustainable growth in the sector.
Shifting Towards Measurable Results
Mr. George Kaumba, ZTA Board Vice Chairperson, outlined the agency’s operational goals for the campaign. The ZTA is targeting at least 150 tourism operators to participate, introducing modern marketing strategies such as digital storytelling, influencer-led experiences, and corporate tourism packages.
According to Mr. Kaumba, the campaign represents a shift in destination marketing towards measurable results—focusing on actual bookings and tangible economic benefits rather than just visibility. “The goal is to make domestic tourism a lifestyle,” Kaumba stated.
Strategic Partnership with Madison Financial Services
A key component of the launch was the announcement of a partnership with Madison Financial Services. CEO Mr. Chabala Mumbi announced the company’s K1 million sponsorship, which will support both the main campaign and the Zambia Unlocked Influencer Challenge.
Under the partnership, Madison will provide monthly holiday package giveaways over a six-month period. These giveaways are linked to raffle activities associated with the Yamu Loko Madison Finance Savings Account.
Mr. Mumbi explained that the collaboration aims to promote financial inclusion and responsible planning by encouraging Zambians to save specifically for holidays. He urged citizens to explore local destinations, emphasizing that every holiday spent within Zambia contributes to national development.
Campaign Details
The Take a Holiday – Yamu Loko Domestic Tourism Campaign is a six-month initiative running from 4 November 2026 to 4 April 2027. It seeks to connect consumers with tourism products through digital platforms and tailored operator partnerships.
