Authorities in Zambia have expressed optimism that the country will be able to capture the targeted 1 million tourist arrivals in 2015, the country's investment agency said on Tuesday.

According to a statement posted on the Zambia Development Agency (ZDA) Facebook page, the country was expected to hit the 1-million mark of tourist arrivals by the end of the year.

Quoting the country's Minister of Tourism and Arts Jean Kapata, the investment agency said the increase in tourist arrivals was partly due to the 20th United Nations World Tourism Organization (UNWTO) general assembly held towards the end of 2013 which placed the country on the international tourism market.

According to the minister, the holding of the UNWTO general assembly spurred tourism activities which helped to promote the southern African nation as an attractive destination with its peaceful environment and outdoor lifestyle.

According to the Zambia Tourism Board (ZTB), a government agency responsible for marketing the country's tourism, Zambia received 946,969 tourists in 2014, a marginal rise from 914,576 recorded in 2013.