ZTA re-engages European market

Latwell Nyangu

THE Zimbabwe Tourism Authority (ZTA) has engaged the European market at the ongoing Feria International Tourism Trade Fair (FITUR).

Zimbabwe joined other leading tourism destinations at the 43rd edition of the Feria Internacional de Turismo/ International Tourism Trade Fair (FITUR) that started on Wednesday and ends on Sunday in Madrid, Spain.

The show is re-opening physically for the first time since the outbreak of the Covid-19 pandemic.

FITUR is one of the foremost international travel and tourism exhibitions taking place this month, and it’s attended by the world’s tourism professionals and is a key trade for the inbound and outbound Spanish tourism market.

ZTA chief executive officer, Winnie Muchanyuka, said they are excited to be part of the fair physically.

“We are so excited to be back physically at this strategic travel and tourism fair in a bid to re-engage the European tourism market.

“This year, we are promoting our two campaigns, Visit Zimbabwe and Meet in Zimbabwe, which cover both our leisure and business travellers. The devastating effects of the Covid-19 pandemic saw arrivals declining by more than 80 percent in 2020 compared to 2019.

“However, we are happy to report that in 2022 we witnessed some growth which calls for more efforts in our marketing programmes. We need to work together with the industry players to engage and promote Zimbabwe in both our primary and secondary source markets,” she said.

ZTA head corporate affairs, Godfrey Koti said: “It is a five-day leading global travel show attracting more than 10 487 companies from 165 countries, 142 642 trade visitors and 110 848 general publics.

“Sustainability, innovation and cutting-edge trends will be the core themes of FITUR’s content, in line with the fair’s objective of contributing to the revitalisation and growth of tourism business.

“The Ministry of Environment, Climate, Tourism and Hospitality Industry together with the Zimbabwe Tourism Authority will be joined by tourism players from the private sector at the fair as they re-engage tourism wholesalers and business tourism players in considering Zimbabwe as an ideal place for their meetings as well as holiday destination.”

Madrid is the home city of the United Nations World Tourism Organisation (UNWTO), and FITUR offers a once-a-year business networking opportunity for government Tourism Ministers and key tourism stakeholders from across the globe.

Zimbabwe will also participate in the 11th edition of the Tourism Investment and Business Forum for Africa (INVESTOUR), jointly organised by UNWTO, FITUR and Casa África, on January 23 at the FITUR.

The Zimbabwe Parks and Wildlife Management Authority, The Africa Experiences, Surma Expediciones are also participating in the fair.