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Business Reporter
THE Zimbabwe Tourism Authority (ZTA) leads a high powered tourism industry delegation to promote Zimbabwe at the world’s leading travel fair, the International Tourism Bourse (ITB), which takes place in Berlin, Germany, starting today.
The convention will run up to March 13, 2016.
The delegation consists of players in the tourism industry that include Africa Albida Tourism, Falcon Safaris, African Sun Limited, Civil Aviation Authority of Zimbabwe, Zimbabwe Parks and Wildlife Management Authority of Zimbabwe, Shearwater Adventures, Rainbow Tourism Group, Amalinda Collection, African Bush Camps, Zimbabwe Travel Info, Musangano Lodge, Nyati Travel, Matopo Hills and Sikiliza.
Commenting on the trip, ZTA chief executive officer Karikoga Kaseke stressed the need for continuous investment into travel fairs if Zimbabwe is to realise tourism growth in arrivals and revenue.
“Travel fairs continue to be a significant and competitive tool for destination marketing and promotion for any serious destination eyeing tourism growth. Our participation at ITB 2016 is a positive move for destination Zimbabwe given our absence at last year’s edition,” said Kaseke.
According to ZTA, some of the participants have already left the country while others will leave today.
Germany is the world’s largest outbound travel market which attracts about 76 million travellers each year with over half the German population taking at least one holiday abroad each year.
According to latest data from IPK International, Germany topped global outbound markets in 2015 followed by USA, UK and China.
In the United Nations World Tourism Organisation’s 2015 Tourism highlights, Germany ranks third in tourism expenditure, with a total of $92.2 billion, after China and the United States. The market is known for high spending averaging $2,100 per person per trip.
Germany contributes 18 percent of European arrivals into Zimbabwe and ranks third after the United States of America and UK, contributing 26,355 arrivals — a far cry from the 76,000 arrivals attained in 1999 —Zimbabwe’s tourism peak.
ZTA has said it is seized with a challenge to surpass the 1999 arrivals by achieving 100,000 arrivals from the German market by 2020 in line with the National Tourism Blueprint that has set a target of a $5 billion economy by 2020.
The resilience of tourism operators in complementing Zimbabwe’s tourism promotional activities is encouraging with players ready to deliver and satisfy the revived interest in Zimbabwe from the German market.
Speaking of their first time participation at ITB, Falcon Safaris Managing Director Hamilton Mandizvidza was positive on being accorded an opportunity to consolidate efforts invested by all the tourism industry players in signing up new business as well as reassuring both suppliers and clients who have continued to believe in Zimbabwe.
ITB is running under the theme: “One World, One Industry, One Trade Show”. More than 185 countries, 850 qualified hosted top buyers, 10,000 exhibitors, 23,000 convention visitors and more than 165,000 private and public visitors will take part in the prime exhibition.
Online Reporter