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Zimbabwe intensifying its brand marketing in various source markets


Zimbabwe is seriously looking at intensifying its brand marketing in various source markets in line with its marketing strategy coined “Vision 2025 National Tourism Recovery and Growth Strategy.”


This was said by Priscah Mupfumira, the Minister of Environment, Tourism and Hospitality Industry at the reception for stakeholders at the World Travel Market held in London.

The minister of tourism was in London in March, then came back in June for Experience Africa and in October she was there for the Illegal Wildlife Trade Summit before she attended the World Travel Market which was dubbed very successful.

“This year the World Travel Market was more special as we celebrated our top 3 position in the Lonely Planet’s Best 10 Countries to visit in 2019. We share this award with our local tourism industry partners here today, the United Kingdom Travel Trade and Media, Airlines and ATTA who helped to promote Zimbabwe. This award comes at an opportune time when Zimbabwe is seriously looking at intensifying its brand marketing in various source markets. This is in line with our marketing strategy which we have coined vision 2025 National Tourism Recovery and Growth Strategy,” Minister Mupfumira said.

Zimbabwe is a very attractive destination with UNESCO World Heritage sites that include the Great Zimbabwe Monuments, Matobo Hills National Park, the Khami Ruins,  the great Mana Pools and the Smoke that Thunders, Mosi-a-tunya, that is, the Majestic Victoria Falls to mention but just a few of our attractions. Above all, Zimbabwe is a very peaceful country with the most friendly people one can ever find in Africa if not globally.

“Ladies and gentlemen there is no doubt that the Zimbabwean Diaspora are absolutely key to achieving tourism development and will continue to play a critical role in our efforts to revive our economy. The government is cognisant of the role that its people in the diaspora can play in the economy. As outlined by Ambassador Katsande in my last visit to London we earnestly would like to work very closely with this very important community and we would like to take this further and involve you in our investment drive in all sectors of the economy.

“Ladies and Gentlemen I want us to end the year on a happy note. A happy Note by launching the Diaspora Homecoming Tour which I am inviting all the diasporas to come home and seek the vast opportunities that your country is offering to the world. From a tourism point of view all people in the diaspora we look at you as our brand ambassadors. We expect you to work very closely with us and spread the good news about your country, I know some arrangements are taking place between RwandAir and our embassy here to help in this Homecoming tour which is most likely to take place during the first quarter of next year.”

The officially launched UK Diaspora Homecoming Tour is an initiative to promote Diasporas to Visit Zimbabwe – A World of Wonders.

About the author

Byron Adonis Mutingwende