The study investigated the relationship between marketing strategies and sustainable tourism development in Zambia. The descriptive survey design was used with primary and secondary sources of data. The study targeted a population of 200 from Zambia Tourism Agency (ZTA) and other agencies of the Ministry of Tourism that collaborate with ZTA. Purposive and simple random sampling method were used. Data collected were analyzed using the Statistical Package for Social Sciences (SPSS). Based on the research findings, there was sufficient statistical evidence (0.005 <0.05, reject H_O), of a relationship between tourism Service and sustainable tourism. The study further brought to light core marketing strategies of ZTA and among others being product development, tourism market development, tourism Service and product Diversification. It was clear from the findings that sustainability in isolation may not bring the desired outcomes of destination promotion. The study therefore concluded that sustainable tourism development was to a larger extent influenced by the marketing strategies. Thus, in order to achieve sustainable tourism status, Zambia through the Ministry of Tourism in collaboration with ZTA, central government should create collaborative and networking platforms with other agencies of tourism and experts in the tourism sector. The Ministry of tourism should as well increase funding for tourism marketing and implement policies after wide consultation with key stakeholders in the tourism sector for the sustainable tourism development to be realized at optimal levels.