Agriculture drives tourism development: ZTA


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Agriculture plays a pivotal role in diving tourism, the Zimbabwe Tourism Authority (ZTA) has revealed.

Speaking to this publication in an interview at the ongoing 113th Zimbabwe Agricultural Show running under the theme “Sustained Growth. Adaptation. Productivity and Linkages”, Godfrey ‘Chief’ Koti, the ZTA’s Head of Corporate Affairs said agriculture is one of the mainstays of tourism.

“Without agriculture, tourism can not survive. Among the key services offered by the tourism industry are food and cuisine. Food and cuisine are windows through which other people learn about our diverse culture and traditions.

“To demonstrate the importance of growing food unique to Zimbabwe, there is a Traditional Cook Out competition that is a brainchild of the First Lady of the Republic of Zimbabwe, Amai Auxillia Mnangagwa, which she pioneered. Zimbabwe is a nation that is rich in history and heritage hence initiatives such as this one not only give us an opportunity to show the world what we have but also connect future and present generations with their rich heritage roots and culture,” Koti said.

He encouraged farmers to embrace climate-smart agriculture practices such as Pfumvudza and said growing organic food is creating business for Zimbabwe.

“Zimbabwean organically grown crops are being consumed internationally because of their health benefits. That is why fruits and vegetables grown organically in Zimbabwe are getting markets in countries like the United Arab Emirates,” Koti said.

More than 250,000 attendees are expected to grace the show with 400 exhibitors having confirmed participation.

Dr. Andrew Matibiri, the Chief Executive of ZAS was upbeat the show is going to be a huge success. He emphasised that a raft of measures has been put in place to ensure that safety and security is guaranteed.

Industry leaders, executives, and governmental officials will converge and deliberate on important agricultural value chains. The official opening of the show is slated for Friday 1 September 2023.