ZAMBIA has scooped a prize as the most promising new destination at the prestigious Outbound Travel Market (OTM) Fair in Mumbai, India.
This is according to a statement released by Acting Deputy High Commissioner at the Zambian High Commission in New Delhi Bwalya Nondo.
The Zambia Tourism Board (ZTB) was making its debut appearance at India's biggest Travel show and was only one of the two African countries represented at the Fair.
ZTB with a team of tour operators is in India to conduct tourism road shows.
Zambia has taken advantage of the big potential that Asia offers as a good tourist-source market and make the Look-East Policy a reality.
ZTB would also participate in the Singapore International Travel Show next week in the quest to make Zambia's tourism potential felt in Southeast Asia.
Zambia's prize was received by ZTB Director for Marketing Mato Shimabale who expressed delight at the winning of the award.
Mr Shimabale said the prize was in recognition of the unique and exciting prospects that Zambia offers as a holiday destination.
He said Zambia was happy to make a maiden appearance at the OTM where a number of people showed enthusiasm to visit the country.
He said winning the most promising new destination ahead of many other destinations from across the world was something that all Zambians should be proud of as it underlined the potential which tourism offers for Zambia.
Mr Shimabale said ZTB was taking part in the OTM as a deliberate strategy to focus on the Indian market due to the rising number of arrivals from India in recent years.
India is among Zambia's top 10 source markets with estimated arrivals of 25,000 last year and the figure is expected to double next year with increased marketing.