Zambia launched a national rebranding campaign in Lusaka on Tuesday, March 3, 2026, aimed at improving the country’s global image and positioning it as an attractive destination for international investment, Ecofin Agency reported.
The initiative, called “Zambia Moves You,” was unveiled by President Hakainde Hichilema, who said the campaign is designed to address negative perceptions among investors while presenting a stronger and more appealing image of the country.
The strategy focuses on building a unified national identity that highlights Zambia’s economic opportunities and natural resources while strengthening its global promotion efforts.
Hichilema also encouraged citizens to support the initiative by helping project a positive image of the country, particularly through responsible use of social media, in order to improve Zambia’s credibility and appeal to investors.
The campaign comes as Zambia continues to recover from its 2020 Eurobond default, when it became the first African country to default on external debt during the COVID-19 pandemic, a move that significantly damaged its financial reputation in international markets.
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Since then, the government has been working on a debt restructuring process alongside an economic reform programme supported by the International Monetary Fund (IMF).
These measures have helped strengthen the country’s macroeconomic outlook and have been acknowledged by credit rating agencies, including Standard & Poor’s, which upgraded Zambia’s sovereign credit rating in November 2025.
The IMF expects Zambia’s economy to grow by around 5.8% in both 2025 and 2026, after economic growth slowed in 2024 due to drought conditions.
The expected recovery is linked to progress in restructuring the country’s debt and strong performance in key sectors such as mining and agriculture.
The IMF also noted that Zambia has made progress in reducing macroeconomic imbalances and improving fiscal discipline while continuing to protect important social spending.
As the economy gradually improves, Lusaka is also aiming to attract more foreign investment. According to the United Nations Conference on Trade and Development (UNCTAD), foreign direct investment inflows into Zambia reached about $1.2 billion in 2024, a significant increase from $100 million in 2023, reflecting growing investor interest in the mineral-rich country, particularly in its copper sector.
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Image Credit: The Southern African Times
