• President Hichilema says campaign counters negative investor perceptions
• Initiative follows debt restructuring, IMF-backed reforms, rising foreign investment

Zambia launched a national rebranding campaign in Lusaka on Tuesday, March 3, 2026, aimed at repositioning the country internationally and promoting it as a leading investment destination.

The initiative, branded “Zambia Moves You,” was unveiled by President Hakainde Hichilema, who said the campaign seeks to address negative investor perceptions and present a more attractive image of the country.

The strategy aims to promote a unified national identity highlighting Zambia’s economic potential and natural resources while strengthening international promotion. Hichilema also urged citizens to help project a positive national image, particularly through responsible use of social media, to enhance the country’s credibility and attractiveness.

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, undermining its financial credibility on international markets.

Since then, the government has pursued a debt restructuring process alongside an economic reform programme backed by the International Monetary Fund (IMF). These efforts have helped improve the country’s macroeconomic outlook and have been recognised by rating agencies, including Standard & Poor’s, which upgraded Zambia’s sovereign rating in November 2025.

The IMF expects economic growth to accelerate to around 5.8% in 2025 and 2026, after slowing in 2024 due to drought. The rebound is expected to be supported by progress in debt restructuring and strong performance in the mining and agricultural sectors. The institution also notes that Zambia has made progress in reducing macroeconomic imbalances and strengthening fiscal consolidation while maintaining key social spending.

Amid this gradual economic recovery, Lusaka also hopes to revive foreign investment flows. According to the United Nations Conference on Trade and Development (UNCTAD), foreign direct investment (FDI) inflows into Zambia reached about $1.2 billion in 2024, compared with $100 million in 2023, reflecting renewed investor interest in the mineral-rich country, particularly in the copper sector.

Carelle Tahou