The Sunday News
Roberta Katunga, Senior Business Reporter
MARKETNG efforts especially exhibiting at tourism shows is yielding positive results for the tourism sector with a marked increase in arrivals from the European market being realised, an official said.
Zimbabwe Tourism Authority spokesperson Mr Sugar Chagonda said indications were showing a growth in the European market with an increase from about 7 500 visitors from Spain in 2013 to 9 000 in 2014. Statistics for 2015 are not yet available.
“Zimbabwe has consistently exhibited at the Feria Internacional de Turismo (FITUR) in Spain and our participation is strategic in the promotion and marketing of the country as one of Africa’s most attractive tourist destinations,” said Mr Chagonda.
Mr Chagonda said in addition to participating at tourism shows, hosting international media and buyers from the European market as well as regular engagements with the Belgian, Netherlands and Luxenburg market were all contributing to positive feedback.
He said market presence was important as it gives tourism players and the authority an opportunity to interact with potential investors.
“At the moment Tourism and Hospitality Industry Minister Dr Mzembi is leading a delegation that is exhibiting at FITUR in Madrid. These shows bring us closer to the market and it is also during such shows that the players sign agreements with their fellow operators,” said Mr Chagonda.
FITUR is one of the major global Tourism fairs and this year’s edition registered 9 500 companies from 165 countries taking up over 60 000 square metres of exhibition space.
According to online reports, FITUR was expecting to exceed 222 551 visitors which was the figure registered last year, as the fair seeks to give the worldwide tourism industry a unique experience through innovative business solutions.
Mr Chagonda said Zimbabwe was also leveraging on Minister Mzembi’s leadership position in the UNWTO Caf chairmanship, to position the destination brand in the broad African Tourism Matrix.
“The main focus for the Zimbabwe delegation that includes ZTA officials and operators is to engage with buyers, wholesalers and potential investors with the aim to attract MICE and business tourism events in Zimbabwe like Sanganai/Hlanganani World Tourism Expo to be held in June this year,” he said.
Europe remains the greatest overseas market for the country, according to the ZTA.
