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that does not derail the performance of the sector through exorbitant charges.
Zimbabwe Tourism Authority (ZTA) chairperson Mrs Marah Hativagone said the tourism industry must be sensitive and considerate when pricing its products.
Her comments come in the wake of an outcry on prices being charged particularly for accommodation at the ongoing Zimbabwe International Trade Fair (ZITF).
“We want to encourage the tourism sector to review their prices, especially on accommodation facilities,” said Mrs Hativagone.
“It is indeed disheartening that some facilities are charging more than $270 on a standard room and more than $650 on a suite.”
The normal price for a standard room is about $100.
She urged the industry not to capitalise on events by overcharging their products as this could have a negative impact on the tourism sector.
“Pricing is a critical issue in the promotion of any destination, customers compare prices and they want value for their money but if we overcharge our products, we scare them away.
“All the marketing efforts we are doing become futile, if we do not become reasonable in pricing,” she said.
Mrs Hativagone said the issue of pricing was of paramount importance especially ahead of the two mega events to be staged in the resort town of Victoria Falls, the African Travel Association (ATA) congress next month and the United Nations World Tourism Organisation (UNWTO) General Assembly next year.
Mrs Hativagone also urged the industry to improve on its service standards and delivery.
She said it was imperative for the tourism players to adhere to international tourism service standards and delivery if the sector was to thrive.
She also called on locals to develop an interest and a culture of travelling around the country to sample various tourism products on offer.
“Charity begins at home. We want to see locals travelling to various resorts in the country. Domestic tourism is the backbone of tourism in any destination and as the tourism authority, we wish to see magnificent contribution from this market.
“The industry players in turn should prioritise the domestic tourist as much as they do to the international tourist. They must come up with specific and affordable packages suitable for the local market,” she said.
Online Reporter