Zambia Shines at India Tourism Awards



The country’s participation in OTM 2026 forms part of a broader international promotion strategy.

By Francis Maingaila
Lusaka, Zambia24 – 7 February 2026 – Zambia has been recognised as the Most Promising Destination at the Outbound Travel Market (OTM) 2026 in India, marking a major milestone in the country’s tourism promotion.

Hildah Mwape, Manager of Communication and Corporate Affairs at the Zambia Tourism Agency (ZTA), told Zambia24 that the award highlights Zambia’s growing appeal as a travel destination and its renewed focus on the Indian market.

Acting ZTA Chief Executive Officer Abigail Shansonga said the accolade demonstrates the country’s rising visibility in emerging markets. “We are deeply honoured to receive the Most Promising New Destination award,” she said.

Mwape explained that Zambia’s participation in OTM 2026 was part of a broader strategy to strengthen the country’s international tourism footprint. The Agency engaged with tour operators, media representatives, and other stakeholders to showcase Zambia’s tourism potential.

Through targeted marketing and collaborative promotion, Mwape said ZTA continues to support the Government of Zambia’s agenda of attracting visitors from both established and emerging markets.

She added that Zambia remains committed to enhancing its tourism offerings and building strong relationships with international visitors while exploring opportunities for cultural exchange and business growth.

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