tawandamusarurwa
Charles Mavhunga
ZIMBABWE’S tourism brand is now more visible following big wins in Berlin, Germany, where the Minister of Environment, Climate, Tourism and Hospitality Industry, Mangaliso Ndlovu, was named Best Minister of Tourism for Southern Africa.
The Zimbabwe Tourism Authority (ZTA) chief executive officer, Winnie Muchanyuka, also won the Professional Destination Management Award at the Pacific Area Travel Writers Association (PATWA) Awards in Germany.
The accolades have boosted the country’s tourism brand and improved the country’s potential to create a reputation, identity, image and perception at global level.
Investors should feel safe to increase their participation in local tourism because the leadership in the industry is visionary.
The leadership is in good stead to position the brand for global competitiveness.
The award won by Minister Ndlovu for spearheading disruptive initiatives during and after Covid-19 demonstrates sound leadership and confirms the capacity of our tourism brand to meet global standards.
The award scooped by the ZTA chief demonstrates the level of trust the world should assign to Zimbabwe’s tourism industry.
Local tourism is a safe haven for global capital. The awards form the language of the tourism brand in Zimbabwe, and this is largely reflected by the psychological framework that is pronounced by experts in service marketing.
The approach comprises five human traits to describe brands.
Sincerity
This refers to traits of honesty, a down-to-earth personality, wholesomeness and cheerfulness. This means the award-winning leadership is associated with aspects of a sincerity culture, which is a critical component of the country’s tourism brand.
Investors in tourism in Zimbabwe should be able to see the capacity of the leadership to create safe destinations for their capital in the industry. The brand personality is of top quality, safe and down to earth, and tourists and investors must enjoy being in Zimbabwe.
Excitement trait
This refers to a spirited and imaginative personality. The award-winning leadership bestowed on the country’s tourism brand features of excitement, enthusiasm and reputation, which the country’s natural wonders offer to customers and investors.
Tourists visiting Zimbabwe experience the excitement of the country’s brand.
The brand is a cut above the rest and memorable.
The leadership is spirited and imaginative as it crafted strategies that are functional amid hard times. The award-winning team is focused and visionary.
Competitiveness
This is linked to a brand personality that is defined by intelligence and success. The leadership scooped awards that demonstrate the competitiveness of the local tourism brand.
This means the personality of the tourism brand in Zimbabwe is solid, positive and meets global standards. Investors in the tourism industry must feel safe to invest in the country because the brand personality is competitive and award-winning.
Sophistication
This refers to a brand personality that is associated with upper-class and charming status.
The leadership in Zimbabwe defined the features of a charming society and classy status of Zimbabwe’s tourism brand in Berlin.
The award-winning leadership of the country’s tourism industry is reflective of the charming nature of the brand in Zimbabwe. Tourists talk about Mosi-oa-Tunya (Victoria Falls) because of its charming character.
Investors should take note of the opportunities in the tourism industry because the leadership is capable, charming and focused.
Sharpness
This refers to a brand personality of alertness. The personality of the leadership in tourism is a brand story to be respected globally, hence the recent recognition. The brand is powerful and competitive at the global level.
Charles Mavhunga co-authored textbooks in Business Enterprising Skills and is currently studying for a PhD in Management at Bindura University of Science Education. He can be contacted at: [email protected], Cell: +263772989816
Bongani Ndlovu
Online Reporter