New Zim tourism brand launched

Monday, bringing an end to what has been a good trade show for players in the tourism industry.
Officially launching the brand, the Minister of Tourism and Hospitality Industry, Engineer Walter Mzembi, said Zimbabwe went through a bad patch in its history and sought to diversify its markets.
He said repositioning was appropriate since the old brand had reached maturity and there was need to rejuvenate it.
“You may be wondering why we are launching a new tourism destination brand now. I am proud to say that there could not have been a better time for us to do so than now, when our tourism is on the rebound as can be witnessed by the level of activity in Zimbabwe,” said Minister Mzembi.
He said the brand was underpinned by the Seven Wonders of the World and Zimbabwe came up with seven wonders of its own world which are: Wonderful People and Culture, Rich History and Heritage, The Majestic Victoria Falls, The Great Zimbabwe, Pristine Wildlife and Nature, The Mystique of the Eastern Highlands, Mythical Kariba and the Mighty Zambezi.
He said the brand was being launched at Indaba because Zimbabwe recognised the critical role played by South Africa in the country’s quest to play a bigger role in world tourism.
“I am concerned about the increasing lack of goodwill between South Africa and Zimbabwe. I remember back in the days of Rhodesia when convoys of white South Africans would troop into the country during holiday times. However, we do not see the same thing happening now between independent South Africa and independent Zimbabwe, where are the Zulus? Where are the Xhosas?” asked Minister Mzembi.
He urged the players in the tourism industry to craft a model that gave South Africans a holiday of a lifetime in Zimbabwe asking why South Africans go to Europe before exploring sub-Saharan Africa.
The minister allayed fears brought about by the misconception of the indigenisation law saying it was not a company grabbing exercise but a law that was passed to empower the previously disadvantaged Zimbabweans.
“Tourism is a priority sector for the Zimbabwean economy and has an investment framework which seeks to attract the much needed foreign brands such as Hilton, Hyatt, Intercontinental Hotel Group and BASS Group to mention just a few.
“This allows for healthy competiveness among our tourism players thereby fostering robust tourism products,” said Minister Mzembi.
He said Zimbabwe had the best investment climate supported by the best human and natural resources, which investors could tap into adding that this investment framework had a special dispensation that allowed for investors to recoup their investment hassle free.
The minister lamented the problems associated with accessing the country, saying they were making relentless efforts to engage aviation authorities so that the skies are liberalised in line with the Yammasukro decision made by African heads of state in 2000.
“I am disturbed by the high fares charged by South African Airways to Zimbabwe. It seems it’s cheaper to fly to New York than Johannesburg. SAA have been saying they want more frequencies into Zimbabwe and I will lobby for them to get those frequencies but they should also review the extortionate tariffs they charge Zimbabweans. We need to come up with an ideal situation for Air Zimbabwe in the context of competition.
“We know the importance of aviation and unfortunately Zimbabwe is currently connected to only seven city pair connections and this is not good for tourism. At one time we used to have 45 international carriers bringing tourists from over 100 source markets. We want to see that happening again,” said Minister Mzembi.
He said Zimbabwe’s visa regime had been restrictive and was impeding tourist access to country.
He said his ministry was working with the immigration authorities to ensure that there was unlocking of visas to ensure that visitors to Zimbabwe do not go through a painstaking process to acquire a visa.
Meanwhile, Indaba drew to a close yesterday with exhibitors acknowledging the increased interest in Zimbabwe.
Mr Wengayi Nhau of Wenhau Travel and Tours said buyers expressed genuine interest in Zimbabwe and this has been necessitated by the increased positive coverage Zimbabwe is now receiving from some travel publications.
“This Indaba witnessed increased interest in our country as a destination and that augurs well for the industry. We don’t automatically sign deals here but this is a platform for us to interact with the buyers.
“The real deal is in the follow-ups we have to do in order to get business,” said Mr Nhau.