Bongani Ndlovu
Nqobile Bhebhe [email protected]
The government’s approval to relaunch the Tourism Joint Marketing Committee (JMC) has been positively received by tourism operators, who view it as a pivotal step in promoting Destination Zimbabwe, attracting investment, and boosting visitor numbers.
Industry stakeholders believe the revival of this public-private marketing platform is timely, as competition for international tourists grows and African destinations enjoy rising global travel demand.
The Tourism Joint Marketing Committee, which brings together the Zimbabwe Tourism Authority (ZTA) and private sector tourism stakeholders, was approved following requests from the industry for a coordinated destination marketing framework.
Tourism and Hospitality Industry Minister Barbara Rwodzi announced the development last week during the Zimbabwe Tourism Authority’s first Annual General Meeting, in a speech delivered by the Ministry’s Permanent Secretary, Dr Takaruza Munyanyiwa.
“I am pleased to announce that following requests from industry stakeholders, Government has approved the relaunch of the Tourism Joint Marketing Committee (JMC), a collaborative platform between industry and ZTA dedicated to destination marketing, market development and coordinated tourism promotion,” said Minister Rwodzi.
Tourism operators have welcomed the announcement, viewing it as a positive government response to industry concerns and a significant boost to destination marketing.
Mr Tafadzwa Mandiwanzira, a travel and leisure operator, noted that the approval reflects the government’s willingness to collaborate with industry stakeholders to grow the sector.
“The approval of the Joint Marketing Committee is a major step forward for the tourism industry. For years, operators have been calling for stronger collaboration in destination marketing and we are pleased that Government has responded positively.
“Tourism marketing requires a unified approach. The committee creates an important platform for industry and Government to align strategies, pool resources and maximise the country’s visibility in key source markets,” he said.
Echoing similar sentiments, Mr Tinashe Mudawari, a tourism player in Bulawayo said the committee’s return could help Zimbabwe compete more effectively against regional tourism destinations.
“This is a welcome development because tourism is highly competitive and destinations that market themselves collectively tend to achieve better results. We have outstanding tourism products, from Victoria Falls to our cultural heritage attractions and wildlife experiences. What has been needed is coordinated and sustained promotion that converts global interest into actual arrivals and investment.”
Minister Rwodzi said tourism competitiveness demanded collective action from both public and private sector stakeholders.
“This Committee is important because tourism competitiveness demands collective action. No single institution can effectively market Destination Zimbabwe alone. I therefore urge the Joint Marketing Committee to move with speed, urgency and purpose to establish clear deliverables, coordinate destination marketing efforts and unlock new opportunities in both domestic and international markets.”
Industry players say the real test will now be the speedy operationalisation of the committee and the implementation of aggressive destination marketing programmes capable of translating Zimbabwe’s growing international recognition into increased arrivals, tourism receipts, jobs and investment.
