The Visit Zimbabwe initiative meant to enhance the country’s tourism is set to gain more traction after the Zimbabwe Tourism Authority (ZTA) signed a deal with international media network, Al Jazeera, to promote destination Zimbabwe.
The partnership, sealed earlier this week, will see Al Jazeera broadcasting and listing all hospitality facilities in Zimbabwe’s hospitality sector to reach its wide ranging audience. This collaboration will also see the institution of media training on selected members from the Authority.
ZTA Chief Executive Officer, Dr Karikoga Kaseke, said the partnership will help re-brand destination Zimbabwe’s tainted image and ensure the country realises its tourism potential.
“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavorable publicity across its’ markets. Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time when we are looking at regaining the lost market share in various source markets, and communications is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe,” he said.
Al Jazeera Media Network Executive Director of the global brand communications division , Abdulla AlNajjar said the partnership will increase the network’s reach in the country and also help improve the quality of journalism.
This comes at a time when the authority has been all over the world creating synergies and partnerships to improve the country’s tourism and ensure it harnesses the sector’s economic potential.
ZTA has made great strides as evidenced by a surge in tourist arrivals this year against a target of 2.8 foreign arrivals by December.
The authority recently digitalised its services in an effort to promote ease of doing business and have most of its services available on line.
The country was also ranked as the third best country to visit in the world in 2019 owing to its vast natural and historical resources.
