Story by Lawrence Trusida, Sports Editor
ZIMBABWE has leveraged on the ongoing one-off Test Match between England and Zimbabwe at Trent Bridge in Nottingham to showcase its natural wonders, breath-taking adventures and its cultural richness to the United Kingdom community.
At a time when the Chevrons toured England for the first time in 22 years, the Ministry of Tourism and Hospitality Industry proactively grasped the opportunity to market Brand Zimbabwe to England.
Running concurrently with the match is the marketing drive by the country’s tourism ministry which is seeking an expansion into the British market.
As a result, a delegation is in England, with the Ministry of Tourism and Hospitality Industry deputy minister Hon. Tongai Mnangagwa as well as Zimbabwe’s ambassador to the United Kingdom Colonel Katsande spearheading the marketing drive.
Working under the #Experience Zimbabwe tagline, the ministry is using the game of cricket to appeal to a wider audience of prospective tourists, showcasing Zimbabwe’s rich cultural heritage and wonderful scenery.
The strategic tourism marketing includes digital stadium advertisements highlighting the country’s rich cultural heritage, wildlife, scenic beauty, and adventure opportunities as well as a dedicated tourism information desk for inquiries.
Over the past two days, the information desk has been a hive of activity as the interest in destination Zimbabwe continues to surge, evidenced by the numbers flocking the stand for questions.
To add to the beautiful scenery on showcase, the warm hospitality by the delegation at the information stand has contributed immensely to the building of confidence in the country’s safety and friendly environment to prospective visitors.
The country’s tourism ministry and its bodies have been supporting the country’s cricket national teams to preach the beauty of Zimbabwe to different cricket playing nations.
Zimbabwe is part of the 12 International Cricket Council full member nations, making the country part of the elite cricket-playing nations in the world.
As such, the country’s national cricket teams have amassed global recognition across different formats.
Zimbabwe is using sports tourism and sports diplomacy as another tool for engagement and re-engagement.
