The Sunday News
Nkosilathi Sibanda, Business Correspondent
TOURISM activity countrywide is, in most cases done outside towns and the Zimbabwe Tourism Authority (ZTA) has said it is on course to call for players in the industry to improve infrastructure that will benefit communities in rural areas where places of attraction are found.
The tourism sector was given the green light to resume business by the Government a fortnight ago and so far there is bustling activity in the industry that accounts for eight percent of the Gross Domestic Product (GDP).
More than 60 percent of travel and touring in the country happens in places rich in culture and heritage, as 2019 statistics from ZTA annual statements show. Tour activity is centred on wildlife conservation that includes parks and conservancies situated within rural areas.
Heritage and cultural tourism was a motivation factor in tourist’s destination choice, but experts in the industry who have researched on tourism behaviour say the country still needed to commit in uplifting services such as road networks, accommodation and other basic amenities such as water, electricity and mobile telephone network in rural areas.
Improvement in these areas was seen as a driver to travel motivation, an essential element that marketers are calling for. ZTA said it has made it a priority this month to advocate for the improvement of rural livelihoods with particular focus being on women and youth empowerment so that tourism becomes a sustainable enterprise that benefits both the people and investors.
Although United Nations World Tourism Organisation (UNWTO) dedicates a day only for the celebration of tour and travel, Zimbabwe has for some time chosen the month of September as a period of tourism festivities.
In coming up with this celebratory day, the UNWTO had aimed to foster awareness of the importance of tourism and its social, cultural, political and economic value. Rural communities, as ZTA has noted, deserved ample recognition for the immense contribution in supporting tourism activity.
The potential of tourism in unlocking job opportunities was key in also driving the sector to effectively realise Vision 2030 that the Government has set out. This year’s celebrations are guided by the theme ‘Tourism and Rural Development’. Natural heritage and its preservation were seen by UNWTO and member countries as benchmarks of creating jobs that sustain lives in rural communities.
The ongoing worldwide Covid-19 lockdown that brought a standstill to tourism ignited fresh calls to refresh on new ideas of reviving the money-spinning industry. Dedicating a whole month for a reflection on how tourism can best inspire the development of youth and women in rural areas was at the heart of ZTA’s celebrations.
Zimbabwe Tourism Authority acting chief executive, Mr Givemore Chidzidzi said their commitment to the rural folk is undivided.
“The country’s tourism sector over the years has gone an extra mile by dedicating the whole month of September as the ‘Tourism Month’, a commitment of the tourism industry to make the sector thrive. As we celebrate the tourism month under an unprecedented period where the sector has been severely affected by Covid-19, we reflect as the Tourism Board on how we have been working to empower rural communities especially the women and youth to benefit from tourism,” he said.
As such there have been infrastructural developments and tourism related amenities to serve the tourists visiting these areas. These developments have not only benefited the tourists but our grassroots communities scattered around Zimbabwe.
Mr Chidzidzi said already, ZTA was heavily involved with a number of rural based tourism projects that will benefit the industry.
“The Zimbabwe Tourism Authority is working with more than 40 community-based tourism projects in both urban and rural communities throughout the country. The objective is to empower communities through tourism.
“These projects range from accommodation, cultural heritage, crafts and festivals run and organised by communities. These projects are improving the livelihoods and quality of life of our communities.”
As the Government continues with unveiling as many opportunities for jobs, business startups and foreign direct investment, the ZTA acting chief executive said they are also making head ways toward placing tourism as the anchor attaining a middle-class economy.
“Opportunities for tourism growth are vast within our rural communities, thus local and international investors are encouraged to invest in these areas and continue to drive rural development. Harnessing the power of tourism to drive rural development will contribute towards the achievement of the national vision of becoming an upper middle-income economy by 2030,” Mr Chidzidzi said.
Out of the need to remain relevant to the United Nations’ cause of reaching equality and sustainability, tourism authorities said in rural development they will follow through guidelines of the Sustainable Development Goals (SDGs).
ZTA, as Mr Chidzidzi said, placed a big responsibility of meeting six goals under the charter.
“Furthermore, we will ensure the sector’s contribution to achieving the Sustainable Development Goals, particularly Goals 1 (no to poverty), 5 (gender equality), 8 (decent work and economic growth), 11 (sustainable cities and communities), 12 (responsible consumption and production), and 17 (partnerships for the goals).”
He said ZTA remained sincere to ensure that tourism and rural development are intertwined. But emphasis was on the local tourist to support the sector.
“For tourism and rural development to be sustainable it is imperative for locals to participate in tourism, hence the current thrust to promote domestic tourism as envisaged in the National Tourism Recovery and Growth Strategy.
“As Zimbabwe slowly opens up, the sector will be resuming operations under the World Health Organisation (WHO) and Ministry of Health and Child Care guidelines.
“This is a relief to the entire tourism sector, particularly rural communities in tourism who have limited capacity to cope with the impact of the crisis,” said Mr Chidzidzi.
Meanwhile, players in the industry have been advised to package their product offer towards the local tourist.
Tourism Business Council of Zimbabwe (TBCZ), president Mrs Winnie Muchanyuka, in an interview on Friday said players in the tourism industry ought to work closely at ascertaining the needs of the local customers.
“It needs no further emphasis that as long as international borders are closed, local tourism has to survive on the local residents. No doubt about that,” she said.
