Zimbabwe is taking advantage of the Africa Travel Indaba (ATI) exhibition in Durban, South Africa to promote its tourism industry and attract international buyers and media. The country’s tourism authority, ZTA, is attending the event with a strong contingent of over 30 local tourism operators, showcasing the wide variety of tourism products that Zimbabwe has to offer. With South Africa being the largest tourist source market for Zimbabwe, contributing 30% of total arrivals in 2022, Zimbabwe is looking to increase vacationers’ inflows from the region by at least 20%. The country is also eager to engage with African colleagues at the event and learn from their best practices and innovations.

Zimbabwe Tourism Authority (ZTA) at Africa Travel Indaba

The Zimbabwe Tourism Authority (ZTA) has made its presence known at the Africa Travel Indaba (ATI) exhibition in Durban. This event serves as a platform for countries to showcase their tourism products to international buyers and media. Zimbabwe’s participation in ATI aims to promote the country’s tourism industry and attract more visitors to its attractions.

ZTA’s participation at ATI exhibition in Durban

The Zimbabwe Tourism Authority (ZTA) is actively participating in the ATI exhibition taking place in Durban. This event provides an opportunity for countries to showcase their tourism products and attract international buyers and media.

Goals of Zimbabwe’s participation

Zimbabwe’s participation in the ATI exhibition has several goals. Firstly, it aims to promote the country’s tourism industry and increase its regional market share. Secondly, it aims to attract international buyers and media to experience the beauty and diversity of Zimbabwe’s tourism products. Lastly, the country hopes to learn from its African colleagues and share best practices and innovations in the tourism industry.

Minister Mangaliso Ndlovu leading Zimbabwe’s delegation

The Zimbabwe delegation at the ATI exhibition is being led by the Minister of Environment, Climate, Tourism, and Hospitality Industry, Mangaliso Ndlovu. His presence demonstrates the government’s commitment to the tourism sector and its efforts to promote destination Zimbabwe.

Showcasing Zimbabwe’s tourism products to international buyers and media

Zimbabwe is using its participation in the ATI exhibition to showcase its wide variety of tourism products. The country has a diverse range of attractions, from natural wonders like Victoria Falls to historical sites and wildlife reserves. By highlighting these attractions, Zimbabwe aims to attract international buyers and media to promote the country as a must-visit tourism destination.

Importance of learning from African colleagues

Zimbabwe recognizes the importance of learning from its African colleagues in the tourism industry. The ATI exhibition provides an opportunity for countries to share best practices and innovations that can contribute to the growth and development of the tourism sector. By engaging with African colleagues, Zimbabwe can learn from their experiences and adapt successful strategies to its own tourism industry.

Zimbabwe’s Regional Tourism Market

The African market holds significant importance for Zimbabwe’s tourism industry. African countries are a significant source of tourists to Zimbabwe, and the country aims to increase its market share in the region. South Africa, in particular, is the largest tourist source market for Zimbabwe, contributing 30 percent of total arrivals in 2022. Zimbabwe’s efforts to increase investment in the tourism sector are also aimed at attracting more visitors from the African market.

ZTA’s Strategic Goals and Initiatives

The Zimbabwe Tourism Authority (ZTA) plays a crucial role in promoting Zimbabwe as a tourism destination. The organization works towards establishing partnerships and agreements with both national and international stakeholders to promote destination Zimbabwe.

Partnerships and agreements to promote destination Zimbabwe

The ZTA actively seeks partnerships and agreements with other tourism organizations and stakeholders to promote Zimbabwe as a tourism destination. By collaborating with these partners, the ZTA can leverage their networks and resources to attract more visitors to the country.

National Tourism Recovery and Growth Strategy

Zimbabwe’s government has launched a National Tourism Recovery and Growth Strategy to boost the tourism sector. The strategy focuses on increasing investment in the sector and enhancing the country’s tourism infrastructure. The ZTA is actively involved in implementing this strategy to ensure its success.

ZTA’s Confidence in ATI

The Zimbabwe Tourism Authority (ZTA) has great confidence in the Africa Travel Indaba (ATI) exhibition as a platform for promoting destination Zimbabwe. The organization believes that participating in ATI can help Zimbabwe consolidate and grow its regional market share.

Growing regional market share through ATI

ZTA sees ATI as an opportunity to grow Zimbabwe’s regional market share. By showcasing its tourism products to international buyers and media, the country aims to attract more visitors from the African market. Increased participation of local tourism operators at ATI indicates the growing confidence in the exhibition to contribute to the growth of the tourism industry.

Increased participation of local tourism operators

The number of local tourism operators participating in the ATI exhibition has increased significantly compared to previous years. This demonstrates the growing interest and confidence of Zimbabwe’s tourism industry in the potential of ATI to promote their products and attract more visitors.

Positive impact on smaller players and their growth trajectory

ZTA recognizes that the participation of smaller tourism operators in ATI can have a positive impact on their growth trajectory. By showcasing their products at an international platform, these smaller players have the potential to attract more business and expand their operations. This can contribute to the overall growth and development of the tourism sector in Zimbabwe.

Testimonials

Testimonials from tourism operators provide insight into the benefits of exhibiting at ATI for businesses in the tourism sector. One such testimonial is from MJ Air, a Zimbabwe helicopter tour operator. They express their excitement and anticipation at exhibiting at ATI and the opportunity to create meaningful and fruitful business connections. These testimonials highlight the value and impact of participating in ATI for tourism businesses.

Importance of Tourism for Zimbabwe’s Economy

Tourism plays a crucial role in Zimbabwe’s economy as a low-hanging fruit for foreign currency generation and employment. It is considered one of the key locomotive sectors that will contribute to achieving sustainable economic growth. The government’s efforts to increase investment in the tourism sector and implement strategies like the National Tourism Recovery and Growth Strategy demonstrate the importance of tourism in driving economic development.

ZTA’s Collaboration with International Market

The Zimbabwe Tourism Authority (ZTA) has collaborated with the international market to attract investment in tourism. The “Invest in Zimbabwe” campaign, run in collaboration with the government, aims to engage with international stakeholders and promote investment opportunities in the country’s tourism sector. By working with the international market, Zimbabwe can tap into new sources of investment and enhance its tourism offerings.

Zimbabwe Tourism Policy and Development

Zimbabwe has developed a national tourism policy to enhance the development of the tourism sector. This policy aims to increase investment in the sector and maximize economic returns. The launch of the National Tourism Recovery and Growth Strategy further emphasizes the government’s commitment to the development of tourism in Zimbabwe.

Benefits of ATI for Zimbabwe’s Tourism Industry

The Africa Travel Indaba (ATI) exhibition provides several benefits for Zimbabwe’s tourism industry. Firstly, it helps consolidate and grow Zimbabwe’s regional market share by attracting visitors from the African market. Secondly, it provides a platform to showcase Zimbabwe’s tourism products to international buyers and media, increasing visibility and attracting more visitors. Lastly, ATI offers the opportunity to learn from African colleagues and adopt best practices and innovations to drive growth in the tourism sector.

Conclusion

Zimbabwe’s participation in the Africa Travel Indaba (ATI) exhibition demonstrates its commitment to promoting destination Zimbabwe and attracting more visitors to the country. ATI serves as a platform for Zimbabwe to showcase its tourism products and learn from African colleagues’ experiences. The exhibition also plays a vital role in growing Zimbabwe’s regional market share and increasing investment in the tourism sector. Overall, ATI is of great importance to Zimbabwe’s tourism industry and its efforts to achieve sustainable economic growth.