Staff Reporter
A delegation from Zimbabwe has been making waves in the United Kingdom, hosting tourism roadshows in Manchester and Birmingham to promote the country’s travel appeal.
This effort comes ahead of the World Travel Market (WTM) in London, where Zimbabwe aims to attract more international visitors and support post-COVID-19 recovery in its tourism sector.
Led by Tourism and Hospitality Industry Minister Barbra Rwodzi, the delegation has embarked on a mission to boost Zimbabwe’s visibility and market the nation as a premier tourist destination.
In an interview with the media yesterday, Minister Rwodzi expressed optimism about the roadshows and the WTM expo, which provides Zimbabwe with a strategic platform to connect local tour operators with the global market.
“The roadshows mobilised a significant number of industry players from both here in the UK and back home in Zimbabwe to form lasting alliances that support our tourism sector. We are committed to expanding the UK market, a traditional tourism source, and to building lasting connections that strengthen Zimbabwe’s tourism,” she said.
The roadshows also brought in representatives from Zimbabwean hospitality chains, who are showcasing the unique accommodations and experiences available in the country.
A representative from African Sun, one of Zimbabwe’s largest hotel groups, highlighted the importance of such international events.
“We are seeking partnerships with international operators here in London to build sustainable relationships that will support and grow our industry,” he stated.
Representatives from the RTG Group, another major hospitality player, echoed this sentiment, emphasizing their recent investments in hotel upgrades to align with global standards.
“This is a valuable opportunity for us to showcase these improvements and attract a wider audience to Zimbabwe,” an RTG representative noted.
With the UK serving as Zimbabwe’s second-largest tourism market, the government is placing renewed focus on fostering positive international relationships and increasing visitor numbers. Under its engagement and re-engagement initiative, the government aims to build partnerships that elevate Zimbabwe’s image as a travel destination and further solidify the country’s tourism offerings on the global stage.
The WTM expo in London is expected to draw significant interest from the tourism industry worldwide, and Zimbabwe’s presence at the event underscores its commitment to reviving tourism in the post-pandemic landscape.
By promoting its rich landscapes, cultural heritage, and improved hospitality infrastructure, Zimbabwe hopes to attract more travelers and strengthen its tourism economy, fueling growth and creating new opportunities for the sector.
