Zimbabwe exhibits at International Tourism Bourse in Germany
Hosia Mviringi
Zimbabwe Tourism Authority (ZTA), in conjunction with the Ministry of Environment, Climate, Tourism and Hospitality Industry will lead the tourism industry to promote destination Zimbabwe at the leading world tourism fair, International Tourism Bourse (ITB) which runs in Berlin from 7 to 9 March 2023.
Zimbabwe’s participation at this year’s renowned Berlin tourism showcase is being supported by a robust entourage of more than 18 local tourism industry players keen to reposition Zimbabwe as a must-visit premier tourism destination in Southern Africa.
The tourism sector is poised for growth following many positive developments in the destination post Covid-19.
As the country recovers from the devastating effects of the Covid-19 pandemic, Zimbabwe’s tourism industry has embarked on aggressive tourism recovery strategies to regain the lost market share in varied source markets.
This has motivated government, through the Minister of Environment, Climate, Tourism and Hospitality Industry Mangaliso Ndhlovu and his team to re-engage with international industry investors, the travel trade, media and the diplomatic community with a view of presenting the rebirth of Zimbabwe and the vision for a brilliant economy characterized by transparency and progressive ease of doing business.
Speaking on the scheduled ITB Berlin mission, the ZTA Chief Executive, Ms Winnie Muchanyuka reiterated the need for Zimbabwe to take advantage of the central government’s foundation to aggressively market destination Zimbabwe in source markets.
“With the positive developments experienced in the tourism sector of late, there has never been a suitable time for Zimbabwe to reposition itself. It is encouraging to note that the international market is rejuvenated, ready to travel, and has renewed interest in destination Zimbabwe,” she said.
Muchanyuka stressed her gratitude to the industry for its efforts in boldly pursuing tourism recovery.
“We’re grateful to the industry for working tirelessly to reposition the destination as a must visit. There is, however, a need for a concerted effort to continuously improve our service delivery and product offering as we seek to reclaim our glory of yesteryear,” she added.
Germany is ranked as the second largest source 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.
This momentum and trajectory can only be sustained by Zimbabwe’s participation at ITB Berlin and other related International travel fairs and investment in different market recovery strategies such as intensified market representation, trade development, media relations, destination campaigns, advertising, events, marketing and digital marketing.
The ITB is the world’s largest travel show.
It 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.
The platform is a must-attend event for every tourism destination striving for success as it provides for a serious business platform for exchanges with top decision-makers, experts, buyers and young professionals in the tourism business.
Among top participating players at the Zimbabwe Pavilion are Rainbow Tourism Group (RTG), Cresta Hospitality, Wild Horizons, Victoria Falls Hotel, Zimbabwe Parks Management and Wildlife Authority (Zimparks) and the Airports Company of Zimbabwe.
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