Kenya reaffirmed its commitment to intra-African tourism by participating in the Zambia Travel Expo (ZATEX) 2025. Showcasing the Magical Kenya brand, the Kenya Tourism Board promoted safaris, beaches, and heritage sites while fostering collaboration with Zambia and other African nations. The event spotlighted regional partnerships, cross-border travel, and shared strategies to position Africa as a global tourism leader. Kenya aims for five million arrivals by 2027 through strategic alliances.