Zambia Wins Most Promising New Destination Award at Global Tourism Show in India
Zambia has won the Most Promising New Destination Award at the Outbound Travel Market (OTM) Exhibition, marking a major milestone in the country’s efforts to expand its global tourism presence.
The award was received as Zambia successfully concluded its participation at the three-day OTM Exhibition and Conference, held in Mumbai, India, from 5 to 7 February 2026. The event is one of Asia’s leading travel trade shows, bringing together tourism professionals, exhibitors and buyers from across the world.
During the exhibition, the Ministry of Tourism, through the Zambia Tourism Agency (ZTA), partnered with 13 public and private institutions, including the Civil Aviation Authority (CAA), to showcase Zambia’s diverse tourism offerings on an international platform.
Ministry of Tourism Acting Permanent Secretary Dr Andrew Chilufya said Zambia’s participation at OTM aligns with the Government’s tourism priorities for 2026, which focus on driving economic growth. These include attracting 2.5 million international tourist arrivals and achieving a 20–30 per cent increase in domestic tourism.
Dr Chilufya said key initiatives to achieve these targets include expanding air connectivity, strengthening legal and policy reforms, promoting traditional ceremonies and improving tourism infrastructure at various sites across the country.
He noted that OTM serves as a strategic gateway into India’s rapidly growing outbound tourism market and provides valuable opportunities for business networking, with more than 50,000 travel professionals and over 2,100 exhibitors from more than 60 countries participating.
ZTA Acting Chief Executive Officer Ms Abigail Shansonga said this was Zambia’s first participation at OTM in nearly a decade, describing the exhibition as a valuable platform for building partnerships and marketing the country as an attractive destination.
“We engaged tourism operators, government officials and airline representatives to establish contacts and promote Zambia as a favourable tourism destination,” she said.
Meanwhile, CAA Public Relations Manager Mrs Sepiso Mukubesa Zimba emphasised the close link between tourism and aviation, noting that the two sectors are mutually reinforcing.
She said Zambia’s participation at OTM provided an opportunity to translate regional and global discussions on air connectivity into practical outcomes, including engaging airlines on the possibility of introducing direct flights to Lusaka.
OTM is recognised as one of Asia’s most prestigious travel trade exhibitions and plays a key role in facilitating international tourism partnerships. Zambia’s participation and award win underscore the country’s commitment to tapping into emerging markets and strengthening its global tourism footprint.
