Tourism sector has potential to employ 1,2 million: Mzembi

Oliver Kazunga Business Reporter
THE country’s tourism and hospitality industry has the potential to employ nearly 1,2 million people riding on a peaceful post 31 July harmonised election, Tourism and Hospitality Industry Minister Walter Mzembi has said.According to the Zimbabwe Tourism Authority website, Minister Mzembi said with continued peace and stability, the tourism sector would contribute 15 percent to the Gross Domestic Product by 2015 and employ one person in every 12 persons in Zimbabwe.

“I project that the country’s tourism sector will rake in $5 billion by 2015, if peace and stability prevails,” he said last week.
The tourism industry has the quickest turnaround compared to other sectors such as agriculture and mining.

The tourism sector is on a growth path buoyed by the stable political environment and an aggressive marketing strategy.
Minister Mzembi said the country would use the United Nations World Tourism Organisation (UNWTO) General Assembly next month to position the country as the best tourist destination.

Zimbabwe and Zambia are co-hosting the 20th session of the UNWTO General Assembly in Victoria Falls and Livingstone respectively. The General Assembly runs from 24 to 29 August. Official figures show that Zimbabwe recorded a 17 percent increase in tourist arrivals in the first quarter of 2013 with all major markets registering increases.

Presently, tourist arrivals stand at 404 282 up from 346 299 in 2012.
In its first quarter report, ZTA attributed the growth to the country’s improved destination image.

“The ever-increasing regional trade and commerce also contribute immensely to the growth through indirect transiting tourists and business tourists as shown by the 40 percent increase in business tourists and 65 percent increase in shopping tourists,” said the authority.

Since the liberalisation of the economy in 2009, the tourism sector has become one of Zimbabwe’s major revenue earners.