Destination Zimbabwe continues to receive endorsements

Ivan Zhakata

Herald Correspondent

DESTINATION Zimbabwe has continued to receive endorsements as ideal for hosting international conferences, with the latest recommendation coming from the United Nations World Tourism Organisation (UNWTO), for the country to host the Communication, Media and Tourism training in Africa Workshop in Victoria Falls in in November this year.

Chief executive officer of the Zimbabwe Tourism Authority (ZTA) Ms Winnie Muchanyuka and the secretary-general of UNWTO Mr Zurab Pololikashvili yesterday signed a hosting agreement on the upcoming training on the sidelines of the 66th edition of the UNWTO Commission for Africa which is underway in Mauritius.

Secretary for Environment, Climate, Tourism and Hospitality Industry Ambassador Raphael Faranisi and the chief director of Tourism and Hospitality Management Ms Tarirai Musonza also witnessed the signing ceremony. In a statement, the acting deputy director of communications and advocacy in the Ministry of Environment, Climate, Tourism and Hospitality Industry Miss Norah Takaindisa said the media had a crucial role to play in putting emerging destinations across the globe on the global tourist map thus helping to boost the economies.

“The relationship between tourism and the media is vital and complex. Tourism is highly dependent on media reporting because the vast majority of travel decisions are made by people who have never seen the destination first hand for themselves.

“The tourism industry is a vast and complex ecosystem that heavily relies on effective communication to thrive. With the rise of social media, instant messaging apps, and digital marketing, communication has become even more critical than ever before,” she said.

The tourism sector is regarded as one of the country’s strategic sectors for economic development in Zimbabwe.

Zimbabwean tourism outlook is driven by its scenic, conducive and attractive environmental landscapes, national parks and wildlife, sparkling and magnificent water bodies, including its rich history and cultural diversity.

The country’s strategic choice is to obtain a US$5 Billion tourism economy by 2025, offering distinctive and inclusive visitor experiences in a unique, innovative and sustainable manner.