Online Reporter
Farai Chigora
IN its broadness, National Development Strategy 2 (NDS2) is supportive and encouraging growth of the tourism sector beyond any record that has been achieved in the history of the country.
This is through availing resources, advisory, standards, incentives and other guidelines for sustainable existence as required by both local and international tourists.
Also going beyond attraction modalities to revenue generation accountability for further investments.
In the same drive solidifying the dots that have resulted from misconceptions about the Zimbabwe tourism destination where we now lead as a global brand amongst the best in the world.
As discussed in other previous editions the Zimbabwe tourism destination has been previously viewed in its traditional markets as unsafe to visit, that there is nothing else to see except the Victoria Falls and the tourism facilities are poor among other negativities.
Here the transition into NDS2 has change the narratives looking at some critical local tourism support for development where this edition focuses on pro-poor tourism.
The Second Republic is moving towards growth by leaving no one behind through inclusively considering all groups in national development activities especially the youths, girls, young women, the elderly and those living with disabilities.
As a key pillar for socio-economic well-being the tourism industry is speedily reconfiguring for sustainability as a turnaround that benefits the marginalised societies who were once excluded from the value chain due to various reasons but mainly insufficient income to invest in tourism businesses and lack of skills to run businesses in this sector. Where trophy hunting, hotel operations and travel have been a niche for a chosen few, those reckoned to be of a high status by income and ability to raise capital.
Our marginalised potential tourism players had no space to showcase as aspiring start-ups. As a progressive achievement of NDS2 now everyone is been given the space to entrepreneurially participate in all the activities within the tourism industry as a pro-poor strategy that is meant to eradicate poverty through indigenous tourism business ownership and employment creation.
Inspired by the Minister of Tourism and Hospitality Barbara Rwodzi and tourism governing boards the turnaround in the Second republic has seen tourism participation now not only affordable by the marginalised members of the society as tourists but also as a doable business even with the little capital.
We look forward for better especially with the recent appointments of highly experienced and diversified think tanks for Zimbabwe Tourism Authority (ZTA) board and Mosi-Oa-Tunya Development Company whose expertise augments with a pro-poor approach in cultural heritage management, financial management, innovation, infrastructure development, hospitality and wildlife management.
The sky is the limit in this turnaround.
Support for entrepreneurial businesses is clearly articulated in the NDS2 where aspiring tourism operators are encouraged to start and run their own enterprises. At the same time sourcing of capital has been made cheaper and easy to access through some allocated funds for those willing to participate.
This is even promoting inclusion of all the vulnerable groups as aforementioned. To add on is intellectual support to enhance application of practical knowledge in business operations and modelling through trainings that are meant for all groups regardless of their previous educational level.
That is in the form of specialised mentorship programmes provided by Technical and Vocational Education and Training (TVETs), polytechnics, volunteers and Government assistance.
Even our various institutions of Higher and Tertiary Education are going into communities in the form of community service and freely providing their expertise to those aspiring tourism business operator at all levels.
Spaces for our indigenous tourism operators to participate have been found in gastronomy through unique traditional dishes, beverages from our indigenous fruits, communal tour guiding, agritourism, sports, traditional dances and other forms.
The power of Government decentralisation strategy has also gone far to assist in the management of local tourism resources across all districts and provinces in Zimbabwe.
This has been one of the key constructs of NDS2 promoting devolution where local tourism players are assisted by the Government to create value from their local endowments for income generation.
As just recently experienced where sports tourism has been directly cascaded down to Masvingo Province where it will for the first time host the practicing matches for ICC Men’s Under-19 Cricket World Cup 2026.
This is a milestone as we go back to the grassroots connecting locals with sports tourism and even selling the famous Great Zimbabwe together with other silent and still to grow indigenous tourism products.
The connection also goes beyond sports to rebranding Zimbabwe as a safest destination of first choice in its once tarnished traditional markets including USA, England, Scotland and New Zealand. Now we say Zimbabwe is open for business inspired by sports tourism
The hosting of these global event by local indigenous tourism players around the country is greatly supported by the thrust of Second Republic through NDS1 and NDS2 to develop and rehabilitate infrastructure in all forms from roads to buildings and other amenities.
As seen the locals who are in accommodation, travel and resorts have started to directly benefit as they host and exchange experiences with these tourists. It is no longer business as usual.
Even with the Government assistance to move towards the pro-poor tourism agenda our locals as individuals and groups have a role to play in various aspects of this development. It take two to tango in this progressive trajectory. There is need to accept learning for better skills though accessing vocational training centres for lifelong skilling which are offered as practical part-time short-courses.
At the same time there are available mentors within the local spaces who are prepared and willing to train those interested with the skills equipping them with both soft and practical knowledge for tourism business operations.
As informed in some previous editions our local players should be innovative to go beyond the traditional ways of doing business so as to take advantage of the Government assistance availed to them through designated local hubs.
Marketing skills remain pivotal in the selling of our local tourism businesses. We need to know the right tools and platforms to convey the tourism message and experience expected by potential tourists. Storytelling without augmenting audio and visual experience will limit progress in showcasing our offerings. Organically we can inform and attract through simplified digital platforms as another thrust in the NDS2 blueprint.
Also there is need to find a specific product/service you are to offer so as to be correctly positioned in the overall tourism value chain as a specialist. Rather than being a jerk of all trades.
Remember that you cannot do everything alone but something as specialization within the broader tourism industry. The tourism industry is a multi-loaded package of activities and offerings such that if you find a space for your best ability then the sky is the limit. It is then easy to be positioned as a local provider of a certain tourism product or service across all the main divisions of accommodation, travel and resorts.
Besides Government assistance in financial capitalisation there is need for our potential local tourism players to take advantage of financial technology literacy for sustainability. Most potential local tourism businesses are failing to exist longer as they fail to manage and reinvest finances for their business growth. Also having in mind that with tourism we are targeting a global marketing there in need to have digital finance systems in order to facilitate wired payments online and reconcile returns for business continuity.
At the end a structured business model for the local tourism players is critical as it talks key cogs for progressive growth especially in determining the resources that are needed and to be maintained. This even provides a checklist for Government assistance and self-monitoring from the inception to growth of your tourism business.
Most of our local tourism players are found wanting in this perspective. This the connects with good governance which has been identified as a key pillar of Environmental, Social and Governance (ESG) that should start at the grassroots so as to maintain a culture of sustainable responsibility as you grow. It is no longer a matter of compliance but gaining a competitive advantage in a space where other micro businesses, medium sized and large tourism business operators exists.
As we close this edition we remind each other of our localised indigenous economy for sustainable growth through originality that then rebrands the Zimbabwe tourism destination into the future through pro-poor tourism.
Dr Farai Chigora is a businessman and academic. He is a senior lecturer at Africa University’s College of Management and Business Sciences and a global business modelling practitioner. His doctoral research focused on Business Administration (Destination Marketing and Branding, Major, UKZN, SA). He is involved in agribusiness and consults for many companies in Zimbabwe and across Africa. He writes in his personal capacity and can be contacted for feedback and business at [email protected], www.fachip.co.zw, or via WhatsApp on mobile: +263772886871.
