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Business Reporter

THE Zimbabwe Tourism Authority (ZTA) is aiming to leverage on the 60th edition of the ZITF, which kicked off Tuesday in Bulawayo, to increase the drive on MICE tourism through the A’Sambeni Tourism Fair.

A’Sambeni is taking place at the Zimbabwe International Exhibition Centre, popularly known as the ZITF grounds, until Saturday 27 April. 

The fair is a forum which strives to position Zimbabwe as a preferred destination for meetings, incentives, conferences and exhibitions (MICE).

ZTA acting chief executive, Mrs Rita Likukuma, said the national tourism organisation was promoting MICE tourism as it had proved that it can sustain the tourism economy.

In most instances when the country goes through a bad patch, the tourism sector generates income through the MICE business.

“A’Sambeni’s timing is to our advantage as most companies both local and international will be exhibiting at the international trade showcase, which means most of the decision makers will be converged in one place,” Mrs Likukuma.

“This will give them exposure to gather more intelligence on incentive travel as well as conferencing and events, which we hope in future will bear fruits as they have managed to make the tourism industry stay afloat in previous years.”

The ZTA is also taking advantage of ZITF this year to roll out its domestic tourism campaign as it also seeks to educate locals on tourism. 

With tourism operators under one roof, one can even go a step further to make enquiries and have an in-depth appreciation of tourism products, said ZTA.