Tourism and Hospitality Industry Minister, Barbara Rwodzi
BY MUNYARADZI BLESSING DOMA
Zimbabwe’s aggressive destination marketing campaigns and international roadshows are beginning to pay dividends, with the number of international buyers attending this year’s Sanganai/Hlanganani Dzimbahwe Tourism Expo rising significantly.
A total of 118 international buyers have so far confirmed participation at the 19th edition of the premier tourism trade event, up from 89 last year.
The buyers are drawn from key markets including Japan, China, Hong Kong, India, the United States, United Arab Emirates, France, Germany, the United Kingdom and South Africa.
Tourism and Hospitality Industry Minister Barbara Rwodzi attributed the growth to intensified efforts by her ministry and the Zimbabwe Tourism Authority (ZTA) to market the country and broaden the international narrative around Zimbabwe’s tourism offerings.
The Minister also thanked President Emmerson Mnangagwa for supporting the marketing drive through Treasury funding.
Minister Rwodzi said sustained marketing was critical in generating interest in Zimbabwe because potential buyers first need to know the destination before they can sell it to tourists in their respective markets.
“The driving force of the interest of the numbers, I think, is accumulating from aggressive marketing, marketing our destination.
“Because what makes the buyers get an interest to come for a destination is to know their destination.
“Without knowing their destination, there’s no market. So these buyers who come for Sanganai, they come because they will have to market their destination to the tourists who are in their different markets,” said Minister Rwodzi.
She said the increased visibility of Zimbabwe in markets such as Asia was already translating into increased arrivals.
“We think our aggressive marketing and campaigns, roadshows that we have been doing, preaching the good about our country is the effect of why these numbers are increasing every year.”
The Minister said government had also deliberately moved to diversify the way Zimbabwe is presented internationally, going beyond the traditional tourism products that have historically defined the country.
“The world has always known that Zimbabwe is our Victoria Falls, yet Zimbabwe has more products and places to show people.
“What we did in Manicaland or in Eastern ighlands, as we call it in our tourism language, I think it has also increased the interest of these buyers.”
The strategy appears to be gaining traction, with this year’s Expo recording 392 exhibitors against a target of 400, a 14.3 percent increase from the 343 exhibitors registered last year.
The growing participation is expected to strengthen business linkages between Zimbabwean tourism operators and international markets while creating opportunities across the wider tourism value chain.
Rwodzi said the Government’s support for international roadshows had been instrumental in allowing the country to take its tourism story directly to potential markets.
“We have been going to places, marketing our destination. We have been going to places, telling our story in Zimbabwe. We have been going to places, demonstrating that we are able to host these people when they come to our country,” she said.
The increased international participation comes as Masvingo prepares to host the 19th edition of Sanganai/Hlanganani Dzimbahwe Tourism Expo from September 9 to 12, at Gymkhana Events and Conference Centre, though several other events are lined up prior.
Beyond business transactions, the Expo is expected to generate economic opportunities for accommodation providers, transport operators, restaurants, entertainers and other businesses along the tourism value chain.
“The anticipated increase of exhibitors, buyers and visitors will stimulate the demand for accommodation, transport, food, entertainment and other services, generating business turnover, employment and economic opportunities across the tourism value chain,” Minister Rwodzi said.
The Expo is also expected to leave a lasting infrastructure legacy in Masvingo, with preparations including the refurbishment of Masvingo Airport, improvements to roads linking the airport and Expo venue, construction of a restaurant at the Gymkhana Conference Centre and establishment of offices for the ZTA and Ministry of Tourism and Hospitality Industry.
“These interventions will provide accessibility, enhance the visitor experience and strengthen Masvingo’s capacity towards future tourism business and investment events and many other business events that will happen in Masvingo City,” said Rwodzi.
