mbulelo smpofu
Leonard Ncube in Victoria Falls
THE Ministry of Tourism and Hospitality Industry is set to send six additional tourism attachés to various source markets in the upcoming year as part of an ambitious strategy to strengthen the tourism sector, increase visitor numbers, and attract international investment.
This initiative builds on the successful deployment of 11 attachés to key markets, including Japan, Hong Kong, China, Dubai, the UK, USA, India, and South Africa, which currently hosts two attachés in Johannesburg and Cape Town in South Africa.
This strategic move is part of the efforts by the Second Republic to enhance the country’s visibility as a desirable destination, starting with essential tourism markets worldwide.
Additionally, through the Zimbabwe Tourism Authority, the Ministry plans to deploy tourism officers at all ports of entry to effectively market the Zimbabwe brand and encourage visitors to explore attractions throughout the country.
Tourism and Hospitality Industry Minister Barbara Rwodzi made the revelations in Victoria Falls as she participated in a meet and greet mission at ports of entry.
She started the meet and greet campaign on Wednesday when she interacted with visitors at the Victoria Falls International Airport, Kazungula Border and Victoria Falls border.
Minister Rwodzi said the deployment of tourism attaches seeks to promote the country as a prime tourism destination and seek investments in the tourism sector.
“We have six more tourism attachés that are going to six countries in 2025. We started with the biggest markets for our country as a strategy to increase numbers into our country and for them to be marketing and looking for tourism investments into this country. The six will be going to other markets such as Canada and Australia,” said Minister Rwodzi.
She said the strategy to deploy these attachés was already showing positive results, with their first major test coming at the Sanganai/Hlanganani Tourism Expo, where each was tasked with bringing in five authentic buyers each.
“We wanted authentic buyers. All the years we have been advertising through embassies and we saw China bringing 18, the UK actually brought more than the numbers that we wanted and now we are seeing the exchange of business between them and our local buyers.
“We are seeing numbers rising and our buyers are now engaging directly with the international buyers, through the ministry, asking for more business. I think there is an improvement when it comes to marketing and development through tourism attaches. We really send our gratitude to the Ministry of Foreign Affairs and International Trade because the attaches report to Ambassadors,” said the minister.
The attachés’ efforts have significantly improved marketing and development within the tourism sector.
“What stands out the most from this initiative is the direct business exchange that has begun to flourish between international buyers and local businesses, with the local industry now engaging directly with international buyers,” Minister Rwodzi said.
She said the Government had also approved the creation of tourism officers’ structures and these will be deployed at all ports of entry.
“In 2025 we are going to do that. We were waiting for the Public Service Commission processes and now it’s all approved and through ZTA, we will have officers in 2025 at every port of entry in the country,” said Minister Rwodzi.
It is expected that tourism attaches and officers will help attract more visitors, generate more business opportunities, and ultimately, contribute to the nation’s economic growth.
Tourism contributes about 12 percent to the Gross Domestic Product and for the first nine months of the year, surpassed agriculture and mining as the number one contributor, according to Minister Rwodzi.
The approval of the necessary PSC processes ensures that by 2025, Zimbabwe will have dedicated tourism officers at every port of entry, further enhancing the visitor experience and promoting the nation as a premier travel destination.
