OTM Award Boosts Zambia Tourism

Sikumba says the recognition in India Signals Strong Asian Market Potential

By Francis Maingaila

Lusaka, Zambia24 -- (13 February 2026) --

The Zambia Tourism Agency has officially handed over the prestigious “Most Promising New Destination Award” won at the Outbound Travel Mart (OTM) in Mumbai, India, in a move government says will boost Zambia’s tourism sector and strengthen its presence in the Asian market.

The trophy was received by Minister of Tourism, Honourable Rodney Sikumba, during a media engagement in Lusaka.

Speaking at the event, Sikumba said the award confirms Zambia’s growing competitiveness on the global tourism stage and reflects increasing international confidence in the country’s tourism offerings.

“The award is not just a title; it demonstrates Zambia’s rising status as a destination. 

Even capturing a small share of international travelers would significantly boost our tourism numbers,” he said.

He said key markets such as India, the United States, Europe, and Japan are showing growing interest in Zambia, adding that participation in major international travel exhibitions is part of a broader strategy to position the country in high-value source markets.

Sikumba attributed the achievement to collaboration between government and the private sector under the UPND administration. 

He cited infrastructure development, enhanced marketing, and continued stakeholder engagement as measures that have helped reposition the sector since 2021.

“We engaged the private sector, held exhibitions, and developed strategies to promote Zambia internationally. Today, we are seeing the results,” he said.

The Minister said Zambia’s participation in OTM generated strong traffic to its exhibition stand and facilitated business-to-business meetings expected to translate into increased tourist arrivals and improved service standards across the sector.

Private sector representative Musonda Katebe, who was part of the delegation to India, described Zambia’s participation as successful and commercially promising.

“The traffic to our stand was as huge as Mumbai street traffic,” Katebe said, noting that traditional dance performances attracted significant attention.

He said the delegation engaged Destination Management Companies, travel agents, and buyers from India, Malaysia, Japan, China, Korea, Kazakhstan, Finland, Poland, and countries in the Gulf region. Zambia’s marketing materials ran out on the first day, prompting additional printing in India to meet demand.

“This was a travel show worth attending. We have created a solid, healthy booking pipeline from the Asian market,” he said.

The delegation to OTM was facilitated by the Ministry of Tourism and the Zambia Tourism Agency, and included Minister Sikumba, Permanent Secretary Evans Muhanga, and the agency’s acting Chief Executive Officer Ms. Shansonga.

Sikumba said the Ministry will continue intensifying market engagement, infrastructure development, and collaboration with industry players to sustain growth in the sector.

“This is a call to action for all stakeholders to further develop and package our tourism products. We are committed to ensuring Zambia strengthens its position on the global tourism map,” he said.