Online Reporter
Rutendo Nyeve, [email protected]
THE Zimbabwe Tourism Authority (ZTA) has reaffirmed its commitment to strengthening ties with industry players through alignment of systems and reinforcing synergies as part of broader efforts to grow the tourism sector.
This emerged during a high-level stakeholder engagement meeting held in Victoria Falls on Thursday.
The meeting marked the first official engagement for the newly appointed ZTA Board Chairman, Mr Farai Chimba, who was accompanied by the newly confirmed ZTA Chief Executive Officer, Dr George Manyaya.
The session was designed as a listening tour to understand the on-the-ground challenges faced by operators in the country’s premier tourist destination.
While the platform allowed players to voice their operational concerns, the ZTA leadership emphasised the critical need for all operators to regularise their operations.
The authority stressed that creating an equal playing field is essential for the sustainable growth of the industry, urging compliance with registration, licensing and grading requirements to eliminate unfair competition from unregistered entities.
In his address, Mr Chimba acknowledged the collective awareness of the sector’s challenges but called for a shift from discussion to decisive action.
He highlighted the importance of a cohesive approach involving all arms of Government and the private sector.
“We know what the issues are. I think my biggest challenge is to make sure that all those issues we cry about, and all those issues we raise, we now need to solve them,” said Mr Chimba.
He underscored the necessity of a unified Governmental approach.
“Tourism is not about individual issues. In Government, there is a whole-of-Government approach. So, what we do at immigration, what we do at tourism, what we do in agriculture, at the end of the day, the ultimate goal is to outperform.”
Mr Chimba said the board’s mandate is to provide strategic direction and ensure policy alignment between operators and the Government.
“At the end of the day, we are looking at sustainable growth, sustainability in our industry and to reposition it as the jewel of Africa,” he said.
“The dynamics are always changing, so we are here to ensure that we move forward in making the destination what it should be. What is key is that we play collectively and see how we can achieve better results.
“I would like to acknowledge the resilience of Victoria Falls as a destination. You continue to be a leader of the country and also the barometer of what happens everywhere else,” said Mr Chimba.
Dr Manyaya echoed the same sentiments, framing tourism not just as an economic activity but as a pillar of the nation’s Vision 2030.
He described Victoria Falls as a global billboard, a foreign currency anchor, a major employer, a diplomatic gateway and the heartbeat of the economy.
“Tourism is not an end unto that vision, but a strategic pillar to that vision,” said Dr Manyaya.
He outlined the need to increase arrivals, lengthen visitor stays and diversify source markets. However, he was emphatic that this growth must be underpinned by strict compliance and the protection of the Zimbabwean brand.
“If you have noted that the latest statistics are facing strict challenges in competition from unregistered businesses. If you do not comply, you do not pay anything,” said Dr Manyaya.
“But this is not good for the same level of competition. So, what we did in my first four days in office was to say, let’s encourage people to register.”
Dr Manyaya announced that starting 1 March, ZTA teams and enforcement agencies, would be conducting inspections to crack down on non-compliant businesses.
He addressed the critical issue of the two percent tourism levy, pledging unprecedented transparency.
“What I want to tell you is that in our reign, transparency is key. Our accounts have been done by a company that was awarded by the Government called Rockstone. We are going to hold our first-ever Annual General Meeting and we are going to invite you to come and scrutinise all the accounts,” he said.
“You can ask all the questions on how the levy has been utilised. We will give you all the resources.”
Dr Manyaya said trust, built through transparency, would lead to investment and growth.
“Trust is the glue of life. It will make sure that we retain that value. You need to trust us,” he said.
Tourism Business Council of Zimbabwe Regional Representative, Mrs Barbara Murasiranwa-Hughes acknowledged the ZTA’s efforts on the rebate system for capital goods and the reduction of license fees.
However, she presented a list of pressing concerns, including the duplication of licences across multiple authorities such as Zimra, ZBC, and local councils, as well as the introduction of new taxes like the digital tax.
“Before you do any business, 54 percent of our money is gone already to taxes and licences and all that. There is also duplication or even triplication of licences,” she said.
She called for a one-stop-shop for licensing to ease the cost of doing business.
Stakeholders appealed for greater engagement with local authorities to resolve zoning and licensing conflicts to ensure a truly level playing field for all.
derick.khumalo