18 tourism players showcase at Berlin expo This is Zimbabwe pavilion ahead of the Berlin tourism expo

Business Reporter
A TOTAL of 18 local tourism players will be participating at the International Tourism Bourse (ITB) Berlin, which begins in Germany today ending on Thursday.

The Ministry of Environment, Climate, Tourism and Hospitality Industry, together with the Zimbabwe Tourism Authority (ZTA), are leading the entourage, which will use the global platform to market destination Zimbabwe.

Germany is ranked second highest generator of arrivals from Europe into Zimbabwe after the United Kingdom, contributing 23 980 arrivals recorded in 2022, compared to 37 984 arrivals attained in the pre-pandemic era in 2019.

“Zimbabwe’s participation at the renowned Berlin tourism showcase this year will be supported by a robust entourage of more than 18 local tourism industry players who are keen to reposition Zimbabwe as a must-visit tourism destination in Southern Africa,” said ZTA in a statement yesterday.

“The sector is poised for growth following the positive developments in the destination. As the industry recovers from the devastating effects of the Covid-19 pandemic, Zimbabwe’s tourism has embarked on tourism recovery strategies with the aim of regaining the lost market share in varied source markets.”

Cde Nqobizitha Mangaliso Ndlovu

Under this drive, Tourism Minister, Mangaliso Ndlovu, and his team have been involved in re-engagement efforts with international investors, the travel trade, media and the diplomatic community with a view of presenting the rebirth of Zimbabwe and the vision for a thriving economy characterised by transparency and progressive ease of doing business.

Commenting on the scheduled Berlin mission, ZTA chief executive, Ms Winnie Muchanyuka, said Zimbabwe will be taking advantage of the foundation laid by the Government to aggressively market the destination in key source markets.

“With the positive developments experienced in the tourism sector of late, there has never been an opportune time for Zimbabwe to reposition itself than this,” she said. “It is encouraging to note that the international market is rejuvenated, ready to travel, and has renewed interest in destination Zimbabwe.”

Ms Muchanyuka paid tribute to tourism industry leaders for their efforts in partnering with the Government and urged more collaborative initiatives to improve service delivery and product appeal.

Cresta Churchill Hotel in Bulawayo

Hops are high this momentum will be sustained by Zimbabwe’s participation at ITB Berlin and other related international travel fairs, as well as investment in other market-recovery strategies such as intensified market representation, trade development, media relations, destination campaigns, advertising, events marketing and digital marketing, said ZTA.

Rainbow Tourism Group

Among the participating players are Rainbow Tourism Group, Cresta Hospitality, Wild Horizons, Victoria Falls Hotel, Zimbabwe Parks Management and Wildlife Authority, and the Airports Company of Zimbabwe.

The ITB is the world’s largest travel show and remains the leading global meeting place attracting the participation of more than 185 countries, 900 qualified top buyers, 10 000 exhibitors, 23 000 convention visitors and more than 165 000 private and public visitors, which makes it a significant platform for Zimbabwe to advance its presence.

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