ZIMBABWE tourism sector is working tirelessly to bring the old glory that was lost at the turn of the millennium following a decade-and-half of negatively media hype on the Brand Zimbabwe. The country’s peak tourist arrival was recorded in 1999.
Despite boasting the biggest private wildlife reserve in the world - Save Valley Conservancy, being a signatory to the peace park project and possessing one of the Seven Wonders of the World – Victoria Falls, Zimbabwe continued to suffer to the bad publicity since the country was regarded as a unsafe tourist destination.
Tourism contributes immensely to the country’s economy of the country. In 2015, the sector contributed 11 percent to the Gross Domestic Product. Tourism has proved to be one of the fast growing sector in Zimbabwe following the adoption of non-consumptive tourism which wildlife, cultural and religious tourism take lead.
To further promote the Brand Zimbabwe, the country is participating at the world’s leading travel and tourism trade shows held in Germany this week.
Dubbed International Travel Bourse (ITB), the trade show is being held at the Messe in Berlin, Germany. The 5-day expo which began on March 8 and ends on March 12 has attracted over 185 countries.
Zimbabwe’s delegation is headed by the minister of Tourism and Hospitality Industry, Dr Walter Mzembi and comprises of officials from Zimbabwe Tourism Authority (ZTA). ITB works to Dr Mzembi’s advantage since his presence reinforces his bid for the post of United Nations World Tourism Organisation Secretary General.
Commenting on Zimbabwe’s participation at this Global tourism exposition, the Zimbabwe Tourism Authority Head of Corporate Affairs Mr Sugar Chagonda indicated that a lot of sacrifice was made for Zimbabwe to exhibit in Germany.
Said Mr Chagonda; “We are very much excited to be participating at this year’s edition of ITB Berlin. We defied all odds and prevailed over the obtaining challenges to maintain our presence in the European Market.”
The ZTA spokesperson added that a total of fifteen tourism players from Zimbabwe are exhibiting at the ITB Berlin. “Civil Aviation Authority of Zimbabwe, Rainbow Tourism Group, Zimbabwe Parks and Wildlife Management Authority and Zimbabwe Tourism Authority are public corporate showcasing there,” he continued.
“Zimbabwetravel.info, African Bush Camps, African Sun Hotels, Shearwater Victoria Falls, Sikiliza Adventures, The Amalinda Collection, Wilderness Safaris, Zambezi Cruise Safaris, Zimbabwe International Trade Fair are some of the privates companies that are promoting Brand Zimbabwe in Berlin,” concluded Mr Chagonda.
Chief Executive for Zimbabwe Tourism Authority, Mr Karikoga Kaseke paid homage to the Zimbabwe tourism operators participating at the fair and expressed optimism that they will consolidate and grow their market share by securing lucrative business deals.
The ZTA boss added that Zimbabwe’s participation at the ITB Berlin and other related International travel fairs is premised on the need for continuous investment in aggressive marketing in order for the tourism sector to achieve the projected average annual growth rate of 3.8 percent by 2020, which translates to 5 million tourist arrivals in the country.
Germany contributes 18 percent of European arrivals into Zimbabwe and ranks 3rd after the United States of America and UK, contributing 26 355 arrivals recorded in year 2015, a drop from the 76 000 arrivals attained in 1999, which was Zimbabwe’s tourism peak hence the need for aggressive marketing to regain the lost market share.
Over 10 000 exhibitors are attending ITB. Exhibitors include cities, tour operators, airlines, hotels and various services advancing tourism businesses. The Germany tourism travel and tourism show can bring sweetness.