Zimbabwe tourism re-engages European market 

Zimbabwe tourism re-engages European market

Hosia Mviringi

Zimbabwe has once again re-committed to joining leading tourism destinations from around the world at the 43rd Edition of the Feria Internacional de Turismo Trade Fair (FITUR) which runs between 18-22 January 2023 in the Spanish capital Madrid.

The Ministry of Environment, Climate, Tourism, and Hospitality Industry and the Zimbabwe Tourism Authority will join tourism players from the private sector at the fair as they re-engage tourism wholesalers and business players in repositioning Zimbabwe as an ideal destination for meetings as well as a holiday destination.

Speaking on the sidelines of the Fair, Zimbabwe Tourism Authority Chief Executive Officer Winnie Muchanyuka expressed excitement with the limitless opportunities availed by this year’s physical participation by the country.

“We are very excited to be back physically at this strategic Travel and Tourism Fair in a bid to re-engage with the European tourism market. This year we are promoting our twin campaigns, Visit Zimbabwe and Meet in Zimbabwe which covers both our Leisure and Business travelers,” said Muchanyuka.

The FITUR tourism fair which opens for physical participation for the first time since the Covid-19 pandemic this year is one of the world’s foremost international travel and tourism exhibitions this year.

The five-day global travel show which brings together leading industry professionals is a key trade platform for the inbound and outbound Spanish market. It attracts in excess of 10 487 companies and tourism practitioners from over i65 countries as well as 142 642 trade visitors and 110 848 general public.

Sustainability, innovation, and cutting-edge trends will be the core themes of this year’s FITUR content which is in line with the fair’s objective of contributions to the revitalization and growth if the tourism sector worldwide.

Despite the devastating effects of the Covid-19 pandemic which saw tourism arrivals into the country dip by more than 80 percent in 2020, a sustained upturn in arrivals has been experienced in 2022, calling for more efforts in marketing Destination Zimbabwe.

FITUR is an annual symposium that is held in Madrid, the home of the United Nations World Tourism Organisation (UNWTO). It offers a yearly opportunity for networking between Government Tourism Ministers and key tourism stakeholders from across the globe.

Zimbabwe will participate in the 11th Edition of the Tourism Investment and Business Forum for Africa (INVESTOUR) which is jointly organised by the UNWTO, FITUR, and Casa Africa and takes place on January 23 during this edition of FITUR.

Zimbabwean tourism operators that are exhibiting include Zimbabwe Parks and Wildlife Management Authority (ZIMPARKS), The Africa Experiences, and Surma Expediciones among others.