Published on : Friday, March 10, 2017
According to a parliamentary report, the Zimbabwe Tourism Authority (ZTA) has failed to “penetrate the western world and lure international tourists” compared to other regional countries and the reason lies in poor marketing strategies. Western tourism traffic for Zimbabwe faced a slump after the country was declared a dangerous destination due to President Robert Mugabe’s violent land seizure programme and human rights violations.
To combat this sump, President Mugabe adopted a so-called Look East Policy under which Zimbabwe targeted China and other Asian countries for tourism marketing and business investment promotion programmes. But in spite of all such efforts, the tourism and hospitality industries were not yielding desired results.
The parliamentary committee said the sector was struggling to recuperate due to government’s lack of seriousness when marketing local tourism destinations to western countries. According to the report, “Several tourism marketing and promotion activities are at risk. The consequential effect on tourist attraction will be worse compared to last year where the government funded five travel shows.” Two of the major international tourist promotion events could not be held due to lack of funding.