By Derick Tsimba
Zimbabwe Tourism industry is on a positive trajectory following Governments efforts to ensure the sector is back on track by promoting tourism destination after years of isolation from the world.
The country had an opportunity to promote its tourism destinations in Madrid, Spain recently where the Ministry of Environment, Tourism and Hospitality Industry represented Zimbabwe at the Tourism Investment and Business Forum for Africa (INVESTOUR) organized jointly by the UNWTO, FITUR and Casa Africa.
The Ministry had a delegation of the country’s tourism players attending the 39th annual Feira de Tourism, or International Tourism Trade Fair, in Madrid where they promoted various tourism destinations that are in the country as part of the continued efforts to market destination Zimbabwe to source markets.
Fitur, which ended on 27 January 2019 brought together decision-makers from across the global tourism industry, such as travel agencies and tourism associations which was an advantage for the country to market itself to global tourism players.
At the Fitur, Zimbabwe met various countries which were seeking opportunities in the country’s tourism industry. Zimbabwe managed to showcase its tourist attractions dotted around the country such as the Victoria Falls, national parks, Great Zimbabwe, and others. Hence, the country’s quest to bring more tourists to its destinations received a major boost at this forum to advertise what it had on offer in terms of tourism services. Zimbabwe also signed a number of memorandums of understanding at the fair with associations such as Chinese tourism organisations and those that intend to hold conferences or indabas in the country in 2019.
Zimbabwe has the potential to generate a lot of foreign currency though marketing its various scenic and sporting resorts abroad. The country has various sporting activities that include, the renowned bungee jumping freefall, white water rafting on the Zambezi River and skydive in Victoria Falls. Sporting activities have become a popular trend across the world and in the country as more and more people travel to engage in sport related activities or travel to view such sport related activities. Other activities and places of interest include game drives, botanical gardens, bird watching, health spas and art galleries.
Early this year, Touch Road International Holdings Group, a leading Chinese investment company launched tourism Tour Africa New Horizon project in Harare. Tour Africa New Horizon project shall see the country benefitting as it joined a tourism project that extends to 65 countries with a total GDP of USD$23 trillion, marrying together infrastructure and cultural ties.
Minister of Environment, Tourism and Hospitality Industry, Prisca Mupfumira during the project launch said Zimbabwe had collaborated with the Ethiopian Airlines, a move which would ensure that the country receives tourists from East African Countries. The project’s main thrust will be to raise even more awareness of Zimbabwe as a destination together with its existing products as well as challenging the Industry to come up with new and competitive products.
Touch Road International Holdings Group is a leading Chinese investment company promoting packages to destination Zimbabwe and Africa. The group comprises of 33 tourism operators. The mission to Zimbabwe comes at the most opportune time for the nation to send solid signals to international community that Zimbabwe is a safe tourism and investment destination. The tours by leading tourism operators from China, will improve the image of Zimbabwe and increase the promotion of tourism in our country.
