Zim focuses on cultural tourism

Wallace Ruzvidzo-Herald Reporter

Zimbabwe is focusing on enhancing its cultural tourism, as it has been a sleeping giant over the years, Tourism and Hospitality Minister, Barbara Rwodzi, has said.

Speaking yesterday at the World Travel Market (WTM) 2023 in London, she said: “We are now focusing more on developing the new babies; we have other destinations coming up talking of Binga, Kanyemba and going back to our culture. 

“Cultural tourism is our focus. We have our rural tourism that we want to grow, focusing on sustainability of our environment, culture and gastronomy. That is where we want to go for the next five years.”

WTM started on Monday, and ends tomorrow.

Minister Rwodzi said tourists should visit Zimbabwe and experience its unique and diverse appeal, including the majestic wildlife, landscapes, cuisine as well as the people.

Zimbabwe is ranked for its wildlife, she said, and a number of arrivals in the country come for wildlife and landscapes. “Besides the Victoria Falls, wildlife is great and we want people to come and see the nature and others that we have. Our expectation is to increase our arrivals in 2023 to the end of 2024.

“Come and experience our, food, drink and cooking. It’s also a great destination for its people, Zimbabweans are a destination on their own, the environment and weather are great.”

Minister Rwodzi is leading the Zimbabwe delegation that comprises the Zimbabwe Tourism Authority and a number of tour operators, from Rainbow Tourism Group, African Sun, Cresta Hotels, Coghlan Villa Guest House, Daisy Guest House, Mhukahuru Tours and Resorts, Click and Drive Tours, Victoria Falls Hotel, The Bayete Collection, Rhino Safari Camp and Blueberry Travel.

As part of efforts to promote gastronomy tourism, an initiative of First Lady Dr Auxillia Mnangagwa, Zimbabwe is also showcasing its traditional cuisine at the WTM 2023. Gastronomy tourism is a way of preserving the Zimbabwean tradition and culture, and promotion of healthy living and national identity.

Zimbabwe continued to attract global visitors to boost arrivals and hotel occupancy, hence the decision to participate in WTM, said the Minister. WTM was stratetegic for marketing destination Zimbabwe, as the UK was the second biggest source market for the country.

“We have a huge number of arrivals from the UK. So far this year, we have already had 23 000 arrivals as at end of September. 

“So, strategically, the WTM happens at a very good time for us as it is an opportunity to sell our destination Zimbabwe; share ideas and know the strategies being used by other countries,” she said.

The WTM is a must-exhibit travel show hosted by the UK every year, which brings together the global travel trade under one roof to discuss business, innovations and trends in the industry.