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The world’s biggest tourism event is scheduled to run from tomorrow until Saturday, with Zimbabwe seeking to further capitalise on the platform to market itself.
German Chancellor Angela Merkel will open the event. Zimbabwe Tourism Authority chief executive Mr Karikoga Kaseke said Zimbabwe hopes its presence would be a platform to market the country both to Germany and other worldwide tourist sources, which would benefit the domestic industry.
“ITB (Berlin) is the biggest (tourism) fair in the world,” he said. “Everyone who matters in travel and tourism would be at ITB 2013. So, we are saying as the biggest show in the world and Germany, as the biggest market (tourist destination), we have to capitalise on the German market and the whole world,” he said.
With more than 170 000 visitors, among them 108 00 trade visitors and over 10 000 visitors from over 170 countries, ITB Berlin is the leading business-to-business platform of the tourism industry. In addition, as the world’s largest tourism convention, ITB Berlin Convention, provides opportunities to benefit from the world’s leading think-tanks on the tourism industry.
There would be 11 participants on Zimbabwe’s exhibition stand during the 45th edition of the International Tourism Bourse. This year marks the 31st time that Zimbabwe has exhibited at the event.
A total of 11 127 exhibitors from across the globe are expected to attend the premier tourism bourse — with 8 490 foreign exhibitors and the remainder German.
ZTA contends that the fact that many German tour operators support and take part in the global tourism showcase presents opportunities for partnerships.
The ZTA believes the ITB Berlin also presents Zimbabwe with a big platform to promote itself as a premier tourist destination, since all eyes will fall on Zimbabwe as the co-host of the 20th session of the United Nations World Tourism Organisation General Assembly in August.
Special arrangements have been made to ensure the country gives a good account of its tourist attractions and leaves a good impression at ITB. Zimbabwe is planning a uniquely African UNWTO General Assembly come August.
Tourism is critical to Zimbabwe’s economic growth and development. It is one of the four pillars on which the local economy is anchored. Only recently, tourism has grown to become the second best performing sector, after mining.
While Zimbabwe seeks to capitalise on its hosting of the UNWTO assembly, its preparations have somehow been affected by shortage of funding at a time Treasury is overstretched with other obligations.
“We are not getting enough funding,” said Mr Kaseke. “We know the Ministry of Finance is constrained here and there, especially this year when they face a lot of challenges — the referendum and elections need a lot of money. But UNWTO demands a lot of money — as such we are not well funded.”
The ZTA boss said lack of access to funding was a major source of concern for the authority and industry who need to spruce up ahead of the UNWTO event.
While preparations for the big event continue, as far as accommodation is concerned, marketing from a national point of view has not yet started, due to resource constraints, which could compromise the turnout for the UNWTO event.
But the ZTA believes there still is time to market the country.
Online Reporter