ZITF major promoter of MICE tourism: ZTA

Judith Phiri, Business Reporter
THE Zimbabwe Tourism Authority (ZTA) has said the Zimbabwe International Trade Fair (ZITF) was contributing to a remarkable stride in promoting Meetings, Incentive Travel, Conferences and Exhibitions (MICE) tourism and also buttresses growing confidence in destination Zimbabwe.

Preparations for the 62nd edition of the ZITF are now at an advanced stage with the trade showcase starting on Tuesday. Kenyan President Uhuru Kenyatta is expected to officially open this year’s premier exhibition on Friday.

In an interview, ZTA spokesperson said they were excited about the impact of the  ZITF on tourism.

“The ZITF is a big asset and event for tourism. We have the MICE tourism and the trade showcase is a big contributor to that which at the same time has always  promoted the city of Bulawayo from tourism, trade and business perspectives, among other key sectors. We are delighted to have it back in full swing and full mode as it gives life to the tourism sector in Bulawayo.”

Officials have revealed that 71 first-time direct exhibitors have come on board, pushing the total number of confirmed participants to 514. Mr Koti said with a total of 14 foreign companies expected to exhibit at the ZITF, this reignites confidence in Zimbabwe not only as a business destination but in tourism as well.

The foreign nations include Angola, Botswana, Ethiopia, Kenya, Malawi, Mozambique, Namibia, South Africa, Tanzania, Zambia, Belarus, Britain, Indonesia and Japan.

“In terms of the devolution agenda, the ZITF is an event that will assist grow the Bulawayo Metropolitan Gross Domestic Product. For us as the tourism sector we are geared and running hard to make sure that we create a US$5 billion tourism economy by 2025  and such events really play a major role in solidifying our aim as it is a yearly event.”

To promote tourism destinations in and around Bulawayo, Mr Koti said they will be running promotions on the sidelines of the ZITF. He urged people to adhere to Covid-19 protocols and guidelines in line with the World Health Organisation (WHO) measures to contain the disease.

Business tourism (MICE) connects experts across sectors and is the fastest of all efforts to drive the much-needed economic recovery. The size of the global MICE industry was $805 billion in 2017 and is projected to reach $1,439 trillion in 2025, according to Allied Market Research 2017.

However, the projections have been affected by Covid-19, but are an indication of the MICE sector potential. This year’s ZITF will be running under the theme, “Rethink, Reimagine, Reinvent Value Chains for Economic Development.”