ZTA in intensive tourism marketing drive

By Owen Mandovha

THE Zimbabwe Tourism Authority (ZTA) has embarked on an intensive marketing drive to strategically position the country as a Tourist Destination of Choice through sustained promotional efforts in the post Covid-19 era.

The global tourism industry was heavily decimated by Covid-19 air travel restrictions with Zimbabwe among the affected countries.

The global economy is now on the recovery path after the restrictions were eased, with the local tourism industry harnessing strategies to revert to pre-pandemic figures.

Zimbabwe Tourism Authority Acting Chief Executive Officer, Mr Givemore Chidzidzi gave an insight into the measures they have put in place to capture lost markets during a ZBC News and Current Affairs Programme Face the Nation.

“The tourism industry was hard hit over the last two years and that reduced earnings and led to job losses. As the world has opened up we are aggressively pushing to ensure that we get our fair share of the market by positioning us well in the post pandemic era. Our flagship marketing campaign, ZimBho, is the key driver to achieving that goal and we are exhibiting at various forums to maximize our appeal to the tourism customers,” he said.

A ZTA delegation is also attending the Arabia Travel Market in Dubai as part of efforts to appeal to the broader Arab tourism market whose annual tourist figures to Zimbabwe are currently very minimal.

“The Arab Market contributes a very small number of tourists to Zimbabwe numbering less than 10 000 annually and our exhibition here seeks to introduce Destination Zimbabwe to a broader Arabian Market so that we recover our local industry from Covid 19 at a faster pace” said Mrs Sophie Zirebwa, ZTA executive director – domestic tourism and strategic research.

Last week, the ZTA also attended the Africa’s Air Travel Indaba in Cape Town to market Destination Zimbabwe as the tourism promotion body escalates the drive to position the country as a destination of choice in the newly-structured post-Covid-19 global tourist market.