I recently sat down with Abigail Shansonga, the Acting Chief Executive Officer of the Zambia Tourism Agency (ZTA), the principal custodian of Zambia’s tourism offering. We met for lunch at The Dining Enclave during a pivotal time in Abigail’s career. Since assuming office in January 2026, Abigail has already played a key role in advancing the national branding campaign, Zambia Moves You, now under the stewardship of ZTA following its presidential unveiling. When I ask about the rationale behind the campaign, she is direct:
“We want Zambia to present a unified front. Each sector has been selling Zambia in its own way, but we were not speaking with a single voice. When you see the campaign logo and co-branding across sectors, you will know that it is Zambia.”
Even though her feet are firmly planted in the tourism sector, Abigail is a lawyer by training and brings a breadth of experience to her leadership role. From a young age, she was clear that she would be a lawyer. “I was very argumentative as a child. I also had an aunt who was a lawyer, and that inspired me.”
She tells me, “Tourism wasn’t part of the grand plan. I started my career in the local authorities and then moved into the private sector with one of the country's largest law firms. About a year after I left the firm, one of my clients asked me to run their commercial vehicle dealership as General Manager, a role I held for almost five years. It was a challenging but exciting stint. But I returned to my first love, which is law.”
She began her journey at ZTA as Board Secretary and Legal Counsel. She rose into the role of Chief Standards Officer, where she was tasked with ensuring compliance and upholding standards across the sector. This grounding in regulation and governance now shapes her approach as Acting CEO.
The role of Chief Executive Officer is demanding at any level, let alone at a public-facing institution whose every move is tracked under intense public scrutiny. Abigail is candid about navigating the early pressures of transition. “You know when they say the top is a lonely place? It really is lonely. Managing the expectations of different stakeholders, from superiors to team members to industry players, has been challenging, but not impossible.”
Her ‘can-do’ attitude, she says, comes from the values taught and cemented in her childhood. When I ask her how she thinks she got here, she is quick to give credit to her upbringing. “I grew up in a home where education and hard work were the name of the game. My father was very strict and believed deeply in discipline. That has shaped my work ethic. I don’t think twice about working late; it doesn’t feel like a sacrifice. When someone asks me what time I get off work, I say when the job is done.”
Under the Ministry of Tourism, headed by Hon. Rodney Sikumba, ZTA has dual mandates: to market and promote Zambia as a destination and to regulate the tourism sector. For years, the sector has been seen as an unpolished gem, full of potential but lacking the lustre of the finished product. This narrative has changed recently, with the sector beginning to take its rightful place in Zambia’s economic architecture. In 2025, Zambia recorded 2.3 million travellers and is expected to achieve 30 per cent growth, with a projected 3 million visitors in 2026. The sector also continues to increase its contribution to GDP, approaching approximately 9 per cent of the US$30 billion economy, which remains heavily driven by mining exports.
ZTA and the Ministry of Tourism have played a significant role in that success. For the past five years, they have embarked on an ambitious marketing campaign to position Zambia as the travel destination of choice for the discerning traveller. A traveller seeking a Southern African adventure has plenty to choose from, with Namibia, Botswana, Kenya, Tanzania, and Zimbabwe all vying for attention.
Domestic tourism has also emerged as a strategic priority for the sector’s overall growth. The ‘Yamuloko’ campaign aims not only to encourage Zambians to travel locally but to reshape perceptions around leisure and rest.
“There is a belief that travel and holidaying are for the elite. That’s why we said, ‘Take a holiday, Yamuloko.’ Whether you are high up on the corporate ladder or just starting out, the fact that you are working means you need a break. Take the time to rest and enjoy the country. Zambia has a place and a budget for everyone.”
Early this year, the 24-hour economic model was launched in Zambia to keep the wheels of production turning around the clock. I told Abigail about the time I went to the airport at 4:30 am for a 5:30 am flight, only to find the security gates were locked. I remember being struck by this and wondering if it only happened in Zambia.
“A 24-hour economy translates to more jobs as people will work in shifts to deliver. We need vibrant cities with activities that will deliver all-round experiences for guests. The airports and borders will also operate around the clock, which means more money generated for the economy,” Abigail explains. Other African countries implementing this model are South Africa, Rwanda, Egypt, and Ghana.
Mentorship is a catalyst for progress, and as we closed our conversation, I wanted to learn more about the role it played in Abigail’s journey to the top.
She reflects, “We can’t downplay the power of mentorship. The easiest way to get through challenges is to learn from those who have gone through them. It helps to know you are not alone and to gain perspective on how to approach challenges.”
She recalls a woman she met early in her career, someone she refers to only as Mrs B, who offered guidance, accountability, and access to opportunities.
“She kept me on track and made introductions to people who opened doors. I want to be a Mrs B to someone and move away from this narrative that women don’t help each other.”
Abigail Shansonga represents a new era in Zambia’s professional and leadership landscape. She is young, accomplished, female, and already operating at the highest levels of a sector critical to Zambia’s economic future. From Chief Standards Officer to Acting Chief Executive of Zambia’s premier tourism statutory body, her journey is marked by discipline, purpose and conviction.
By all indications, her story is only just beginning.
