Online Reporter
Nqobile Bhebhe in Masvingo
Zimbabwe’s unique mix of natural attractions, cultural heritage and hospitality gives the country a strong competitive edge in attracting tourists and unlocking fresh investment opportunities, Rainbow Tourism Group (RTG) chief strategy, growth and investment officer Tapiwa Mari has said.
Speaking during the Tourism CEOs’ Roundtable held on the sidelines of the ongoing Sanganai/Hlanganani/Dzimbahwe Tourism Expo in Masvingo, Mr Mari said Zimbabwe had a rare combination of tourism assets that could position it as a leading destination if supported by increased investment.
He said investment was critical to expanding the country’s tourism capacity, improving the visitor experience and making Zimbabwe more competitive in the regional and global tourism market.
“The theme of the engagement is what makes Zimbabwe attractive. It’s an extremely unique collection of everything in one country.
“Zimbabwe is one of the few countries in the world where you can view the Victoria Falls and still be able to see wildlife, enjoy beautiful weather and experience great hospitality.
“With all the developments that are happening in terms of access, it just makes this puzzle a thing that makes Zimbabwe an attractive destination,” he said.
Mr Mari said improving access to tourism destinations, coupled with investment in accommodation and other supporting infrastructure, would strengthen Zimbabwe’s value proposition.
He identified investment as one of the key areas requiring continued attention as the country seeks to grow tourism into a larger contributor to economic development.
“From an operator’s point of view, one issue that has been problematic but is starting to be fixed is investment,” he said.
Mr Mari said increased investment should not be perceived as a threat by existing tourism operators, but rather as an opportunity to expand the overall tourism market.
“We need to make sure competition becomes something we love,” Mr Mari said.
He said new investment would increase accommodation capacity, provide tourists with greater choice and ultimately make Zimbabwe a more attractive destination.
The RTG executive said the entry of new players could also stimulate innovation, encourage existing operators to improve their products and raise standards across the industry.
He urged tourism operators to embrace competition while continuously investing in their businesses and working collectively to expand the destination’s appeal.
The call comes as Zimbabwe seeks to leverage the Sanganai/Hlanganani/Dzimbahwe Tourism Expo as a platform for attracting investment, forging partnerships and showcasing the country’s tourism offerings to international buyers.
Mr Mari’s emphasis on investment also comes at a time when the tourism sector is seeking to broaden accommodation capacity and develop supporting infrastructure to cater for increased arrivals and encourage visitors to stay longer and spend more.
He said the opportunity for Zimbabwe lies in converting its diverse tourism assets into a compelling investment proposition while ensuring that growth benefits the wider tourism ecosystem.
