Budget restricts ZTA marketing

Fortious Nhambura in Utrecht, Netherlands
Inadequate funding of tourism marketing programmes is hampering Zimbabwe’s efforts to penetrate international tourist markets, Zimbabwe Tourism Authority chief executive Karikoga Kaseke has said. Speaking at the close of the Vakantibuers Travel and Tourism Fair in Utrecht, Netherlands, Kaseke said there was need for the ZTA to increase its presence in international tourists source markets and that required adequate financing.

He said a low budget restricted the authority’s marketing programmes.

“The market needs to know of our product but shortage of funds is the biggest obstacle. We’ve a very good product but we’re invisible on the market. As you could see these consumers in this region are eager to know more about Zimbabwe. We’ve been absent for long and we need to hit the ground running.

“Compared to most countries, Zimbabwe has some of the best tourist attractions in the world but it has not been visible on the international tourist market. Few resources are being channelled towards marketing Zimbabwe’s resort centres and the country as a tourist destination. Most of the operators and consumers we’ve met have expressed ignorance of what Zimbabwe has to offer and that’s not good for the future of our tourism. The market is eager to know more about Zimbabwe and that’s a positive sign for us.

“It’s high time we move to improve our marketing. That requires the participation of everyone, the government, ZTA and the operators. If we’re to regain our market share we just have to improve our marketing. Tourism is a people to people industry. We need to meet and educate people of our product and that requires money,” he said.

Kaseke said Zimbabwe needs to take a cue from South Africa, one of the participating African nations at the fair, that has all its provinces represented at the annual Dutch tourism trade and marketing showcase.

“Each province has brought with it 12 exhibitors each. I’m informed that each province was given a budget of at least $100,000 and equivalent of what we got as a country. That’s how serious they take their marketing. I’m sure you can see they’ve been reaping the rewards,” he said.

Kaseke said Zimbabwe needed to sustain its marketing programme in the Benelux region if it is to regain its market share.

ZTA has since signed an agreement with Netherlands based tourism marketer and public relations company Aviareps Tourism as a market representation company for the country.