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Charity Ruzvidzo Business Reporter
THE Zimbabwe Tourism Authority (ZTA) has applauded government for calling upon the country’s embassies to start marketing the tourism industry to promote growth and development of the sector. In the 2015 national budget, Finance and Economic Development Minister, Patrick Chinamasa, said Zimbabwe’s embassies should take the initiative in luring investors and tourists.
“Zimbabwe’s diplomatic missions abroad should start taking a leading role in promoting the country as a safe investment and tourist destination.
“Hence, going forward, all our embassies abroad will be required to vigorously market the country’s tourism and investment opportunities in close liaison with Zimbabwe Investment Authority, ZTA, the Reserve Bank and other relevant agencies,” said Chinamasa, adding that Zimbabwe could not afford to wait for tourists or investors.
“We can no longer afford the luxury of waiting for potential investors or tourists to come to Zimbabwe on their own accord, instead we should go to where they are and woo them to our tourism resorts,” he said.
ZTA chief executive officer Karikoga Kaseke said embassies played a pivotal role in creating a positive image of the country.
“Zimbabwe has been branded negatively in terms of tourism due to our political and economic situation. They’re misconceptions that Zimbabwe isn’t safe for investment or tourism.
“The embassies that represent our country in different nations have close contact with our potential tourists hence they should use that opportunity to market us. They must ensure that they create a better image for Zimbabwe.” he said.
Online Reporter