The Sunday News
Roberta Katunga, Senior Business Reporter
AT least 21 tourism operators are taking part at one of the largest African tourism marketing events, Indaba in Durban, amid revelations by the Zimbabwe Tourism Authority that a campaign targeted at the South African market will be launched later in the year.
The Zimbabwean delegation is led by Tourism and Hospitality Industry Deputy Minister Annastacia Ndlovu. The exhibition, ranked in the top three started yesterday and ends tomorrow.
Speaking on Zimbabwe’s participation at the event, Zimbabwe Tourism Authority (ZTA) chief operating officer Mr Givemore Chidzidzi said international tourism arrivals in the country have been dominated by the South African market hence the importance of participating at the travel show.
“Positive results through the participation at the Indaba by the private sector has even seen some operators having their own stands at the show. International tourism arrivals in Zimbabwe have largely been dominated by the South African market principally due to the market’s proximity,” said Mr Chidzidzi.
He said due to the dominance of the South African market in Zimbabwe, ZTA had seen it fit to have a campaign
targeted at the South African market and this will be launched later in the year.
“South Africa has a growing middle income group that has a high propensity to travel and Zimbabwe ought to get its fair share. It should be noted that the majority of our South African visitors prefer to drive and as such their smooth passage into and through the country needs to be guaranteed by all concerned,” he said.
According to the ZTA, Zimbabwe continues to target the South African market as it remains the most significant market from mainland Africa accounting for 42 percent of arrivals from the continent and with a 23 percent increase from 679 937 in 2014 to 744 627 in 2015.
Statistics from the ZTA showed that despite the weakening of the rand in recent months and economic slowdown of South Africa, Zimbabwe recorded growth in tourist arrivals from its southern neighbour in 2015.
“The Zimbabwe Tourism Authority is very happy with the support the private operators continue to provide at international shows in different source markets. This participation is important for the promotion of the destination image and positioning Zimbabwe as a safe and peaceful tourist destination in our region and the African continent at large,” said Mr Chidzidzi.
Hosted annually, Indaba showcases the widest variety of Southern Africa’s best tourism products and attracts international buyers and media from across the world.
Some of the tourism operators on the Zimbabwe stand marketing the destination Zimbabwe “A World of Wonders” included Ilala Lodge, Wild Horizons, Legacy Hotels and Resorts, Cresta Hotels, Nyati Travel, Southern Africa Tourism Services, Civil Aviation Authority of Zimbabwe, Zimbabwe Parks and Wildlife Management Authority of Zimbabwe, Rainbow Tourism Group, Eastern Highlands Experience and Off the track Expeditions.
