Published on : Wednesday, March 8, 2017
The Zimbabwe Tourism Authority (ZTA) has failed to “penetrate the western world and lure international tourists” compared to other international countries due to poor marketing strategies. Western tourism traffic towards Zimbabwe hit a rough patch after the country was declared a dangerous destination due to President Robert Mugabe’s violent land seizure programme and human rights violations.
To combat the tourism slump, President Mugabe adopted a so-called Look East Policy under which Zimbabwe targeted China and other Asian countries for tourism marketing and business investment promotional programmes. But all such efforts were not fetching desired results.
The parliamentary committee said the tourism sector was struggling to recover due to government’s lack of seriousness while marketing local tourism destinations to western countries. The legislators also said that two of the major international tourist promotion events would not be held due to lack of funding.