ZTA steps up marketing in Mideast

region, an official has said.
Zimbabwe Tourism Authority chief executive Karikoga Kaseke said the authority had used the 18th edition of the Arabian Travel Mart (ATM), held in Dubai, to increase its footprint in the region.
The ATM is a major tourism show of the Middle East and Gulf region that aims to increase destination awareness and enhance connection with tourism retail and wholesalers.
In line with the tourism marketing and growth strategy for the Arabian travel market, Mr Kaseke said, the region had been segmented into primary and secondary markets.
“In this region our primary market includes the United Arab Emirates, Iran, Kuwait, Israel, Syrian Republic and Saudi Arabia.
“Our secondary market has Iraq, Lebanon, Palestine, Qatar, Yemen and Jordan,” he said.
Mr Kaseke said effective penetration of these countries required closer association with tourism stakeholders of the targeted nations.
“Regarding these markets, we are targeting key stakeholders such as outbound tour operators, regional and international airlines, the media and investors,” he said.
Zimbabwe has in the last decade increasingly looked towards the East, under the Look East Policy, in a bid to bust Western sanctions that continue to haunt an economy struggling to re-cover.
The East, with fast growing economies such as China and India, has a developing middle class eager to travel.
Reports from the International Monetary Fund indicate that real Gross Domestic Product is forecast to increase by 4 percent in the Middle East, with Qatar registering 20 percent, Iraq 10 percent and Saudi Arabia 8 percent. – New Ziana.