Business Development Tourism

Tourism players discuss initiatives and strategies to move sector forward

Tourism Minister (front centre) poses with ZTA board members and secretariat

The Zimbabwe Tourism Authority (ZTA) today as the regulator engaged the key stakeholders of the tourism sector to interact and work out initiatives and strategies to move the sector forward.

In his welcome remarks at the workshop in Harare, Mr. Reynold Mawerera, the ZTA Board Chairman thanked stakeholders for the support they have rendered the ZTA as it launched the ZimBho and MICE campaigns, among other achievements.

“We are very appreciative and grateful. Let us take this opportunity to fine-tune our sector as we recover from the devastating impact of the Covid 19 Pandemic. I implore you to engage with an open mind, as you always do, let’s share ideas and critical initiatives to help reposition the destination. Honorable Minister, I am confident, that today we will have fruitful deliberations that will see us refocusing our efforts on turning Zimbabwe into a destination of choice.

“Colleagues, I have no doubt and I am convinced that we will sustain the positive trajectory that the destination has been moving on. Honourable Minister, as we steer the Destination promotion and management ship and provide leadership to the tourism sector at large, we are reminded to reflect on how despite the Covid-19 pandemic setbacks we remain focused on attaining the US$5 billion Tourism Economy by 2025 as set out in the National Tourism Recovery and Growth Strategy,” Mr. Mawerera said.

The Minister of Environment, Climate, Tourism, and Hospitality Industry, Honourable Nqobizitha Mangaliso Ndhlovu alluded to key areas that need to be addressed in pursuit of ensuring that the sector bounces back as the second-best foreign currency earner post-COVID-19.

“We have to discuss issues on the ease of doing business, and licensing that are critical in the revival of the tourism sector. It is equally important that we work together to address issues of the negative destination image that Zimbabwe sadly continues to get.  We all have to play a positive role in giving tourists the right image of Zimbabwe,” Minister Ndlovu said.

About the author

Byron Adonis Mutingwende