Ministry ropes in diaspora in Zim destination marketing
THE Ministry of Environment, Tourism and Hospitality Industry is reaching out to Zimbabweans living in the diaspora to join hands in marketing the country as a favourable tourism destination.
Tourism Minister Prisca Mupfumira and senior ministry staff were in London, United Kingdom last week where they launched the initiative, which is expected to attract more arrivals in various tourism sites across the country.
In her address during a reception in the British capital, Minister Mupfumira said diaspora involvement in the destination Zimbabwe marketing campaign was critical to their strategy.
“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.
“Government is cognisant of the role that its people in the diaspora can play in the economy,” she told the gathering.
“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.”
Minister Mupfumira said by the end of this year, her ministry would launch the “Diaspora Homecoming Tour” where Zimbabweans living in the diaspora are invited to come home and explore the vast opportunities the country has on offer.
She alluded to Zimbabwe Ambassador to the UK, Retired Colonel Christian Katsande’s desire during a similar visit to London early this year, to work very closely with the diaspora community in the country’s investment drive in all sectors of the economy.
Minister Mupfumira said some arrangements were already underway between RwandAir and Zimbabwe’s UK embassy to help ensure the “Homecoming Tour”, which will most likely take place during the first quarter of next year.
The Minister and her delegation were in London for the World Travel Market symposium, which she described as a success, especially coming at a time Zimbabwe was celebrating its nomination to the top three position on the Lonely Planet’s Best 10 Countries to visit in 2019. She said the nomination was an outcome of joint efforts with various partners 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,” said Minister Mupfumira. Zimbabwe boasts a range of attractive destinations with UNESCO World Heritage sites that include the Great Zimbabwe Monuments, Matobo Hills National Park, Khami Ruins, the great Mana Pools and the Majestic Victoria Falls to mention but just a few. The country is also very peaceful with the most friendly people one can ever find in Africa if not globally.