Zimbabwe launches Tourism Month campaign

ZIMBABWE has launched its Tourism Month campaign amid reports that it has recorded an increase of more than 60 percent in tourists arrivals and 16 percent growth in receipts in the first half of the year.

According to the Ministry of Environment, Climate, Tourism and Hospitality Industry, the rise in tourists arrivals is attributed to a number of factors which include resumption of travel globally, enhanced measures to foster recovery and growth in the tourism sector and improved accessibility to Zimbabwe as a result of increased airlines flying into the country.

In a statement to launch the tourism month and preparations for this year’s United Nations World Tourism Organisation (UNWTO) World Tourism Day celebrations on 27 September, outgoing tourism Minister Nqobizitha Mangaliso Ndlovu said the performance of the travel and tourism sector globally has improved significantly since last year due to the resumption of the travel and tourism following the effective global measures to control the Covid-19 pandemic.

“This global trend has been observed in Zimbabwe with notable increases in tourist arrivals, receipts and investments. During the first half of 2023, the country registered an increase of 62 percent international tourist arrivals from 366 062 in 2022 to 591 524 in 2023,” he said.

“In addition, the confidence in destination Zimbabwe arising from the Government’s robust engagement and re-engagement efforts coupled with aggressive marketing strategies at regional and global levels resulted in destination endorsement by a number of international organisations, positioning Zimbabwe as a distinctive and most preferred destination,” said Minister Ndlovu.

He said during the same period, tourism receipts increased by 16 percent from US$343,1 million in 2022 to US$397,7 million. Similarly, investments showed a positive trajectory as they were 24 percent higher than in 2022. Local investors contributed a greater percentage of registered investments inflows in the period under review.

Minister Ndlovu said investment in the tourism sector is expected to increase with the growing confidence in destination Zimbabwe and financial support from the Tourism Revolving Fund from the Government to assist operators in refurbishing, expanding and retooling.

Zimbabwe’s promotion as a Meetings, Incentives, Conferences, Exhibitions (MICE) increased with numerous conferences and events being held in the country.

The 2023 World Tourism Day celebrations will run under the theme: “Tourism and green investments. Placing emphasis on investing in people, Investing in the planet and investing in Prosperity.”

Member states are encouraged to empower communities for sustenance and ensure sustainable tourism development for economic growth and for the benefit of future generations.

The World Tourism Day is celebrated annually on 27 September, after being set aside by the UNWTO to create awareness among the international community on the socio-economic benefits derived from the travel and tourism sector together with its entire value chains.

To this end the Ministry of Environment declared the month of September as a tourism month to foster awareness on the critical role the tourism sector plays in advancing the development agenda.

The national celebrations rotate among provinces in line with the Government Devolution Agenda and thrust of leaving no one and no place behind.

This year’s national event will be held at Suskwe Lodges in Mutoko, Mashonaland East.

The ministry has lined up a number of activities in the build up to the main celebrations.

On the day, the event will start with a fun run followed by a tour of the Suskwe Lodges, which are a green eco-tourism accommodation project.

The fun-run is open to youths, men and women from the province. Youth and women will also showcase different types of activities including innovations, traditional dishes and foods and entertainment.

“In light of the above, I would like to extend a warm invitation to all players in the tourism industry and the community at large to join us as we roll out our programmes during the tourism month up to the World Tourism Day main celebrations,” said Minister Ndlovu. — @ncubeleon