Back to basics in tourism branding amid sanctions
THE sanctions effect theory in tourism branding holds that potential visitors are expected to perceive tourism destinations as unstable or unsafe, leading to a decline in tourist arrivals in the country. Proponents of sanctions seek to damage the image of the country such that branding efforts are reduced to nothing.
Sanctions are aimed at restricting international travel, limiting investment opportunities and hindering marketing and promotional activities. The Zimbabwe Democracy and Economic Recovery Act [S. 494] passed by the United States seeks to cripple the country’s economy and inflict pain on the generality of Zimbabweans. Sanctions are a replacement of colonial and apartheid systems meant to cripple the progress of disadvantaged citizens of small economies such as Zimbabwe. However, the sanctions effect in tourism branding can be dealt with through the following measures Government and private sector organisations may implement amid the illegal sanctions:
1. Highlight unique selling points: Organisations in the tourism industry should inform the global world about Zimbabwe’s unique attractions such as Victoria Falls (Mosi-oa-Tunya; Shungu Nyamutitima), Hwange National Park, Great Zimbabwe and the diverse wildlife. Showcase the country’s natural beauty, cultural heritage and adventure opportunities. The following unique selling points are critical for Zimbabwe:
◆ Rich cultural heritage: Zimbabwe boasts a diverse and vibrant cultural heritage, with a blend of traditional African customs and colonial influences. This includes ancient ruins, traditional music and dance, and unique art forms.
◆ Natural beauty: The country is known for its stunning landscapes, including the majestic Victoria Falls, the vast Hwange National Park and the scenic Eastern Highlands. Zimbabwe offers opportunities for wildlife viewing, adventure activities and eco-tourism experiences.
◆ Sustainable tourism: Zimbabwe is committed to sustainable tourism practices, supporting community-based initiatives, conserving natural resources and protecting wildlife habitats. This appeals to environmentally conscious travellers seeking responsible travel options.
◆ Accessibility: Zimbabwe is relatively accessible to tourists, with international flights connecting major cities like Harare, Bulawayo and Victoria Falls. The country also has a well-developed tourism infrastructure, including accommodation and transportation, and tour operators.
◆ Adventure tourism: Zimbabwe offers a range of adventure activities, including white-water rafting on the Zambezi River, bungee jumping at the Victoria Falls Bridge, and game drives in national parks. These adrenaline-pumping experiences attract adventure-seeking travellers.
◆ Warm hospitality: Zimbabweans are known for their warm and welcoming nature, making visitors feel at home and ensuring a memorable experience. The country’s friendly locals contribute to its positive reputation as a tourist destination. The unique selling points form the basis on which tourists are expected to position Zimbabwe as a must-visit destination that offers a blend of cultural immersion, natural beauty, adventure and sustainable tourism opportunities.
2. Authentic experiences: Organisations involved in tourism in Zimbabwe are expected to emphasise the authenticity of Zimbabwean culture, traditions and local communities. There is need to promote community-based tourism initiatives that allow visitors to engage with local people and support sustainable development. Showcasing the country’s unique culture, traditions and local communities is a critical feature in tourism branding. Below are some details.
◆ Cultural immersion: Encourage visitors to engage with local communities and experience their way of life. This can include participating in traditional ceremonies, learning local crafts or cooking techniques, or having homestays to interact with local families.
◆ Community-based tourism: Promote community-based tourism initiatives that empower the locals and support sustainable development. This can involve partnering with local tour operators or cooperatives that offer authentic experiences while ensuring that the community benefits.
◆ Cultural festivals: Highlight Zimbabwe’s vibrant cultural festivals such as the Harare International Festival of the Arts or the Mbira Festival. These events provide opportunities for visitors to immerse themselves in traditional music, dance and other art forms.
◆ Heritage sites: Showcase Zimbabwe’s rich cultural heritage through its UNESCO World Heritage Sites such as the Great Zimbabwe, Khami Ruins and Matobo Hills. Highlight the historical significance and unique architectural features of these sites.
◆ Local cuisine: Promote traditional Zimbabwean cuisine as part of the authentic experience. Encourage visitors to try local dishes such as sadza, biltong or madora (fried caterpillars).
◆ Art and craft markets: Highlight local artisans and craft markets, where visitors can purchase handmade souvenirs and support local craftsmanship. This can include traditional pottery, woodcarvings, basket weaving or beadwork.
◆ Cultural performances: Organise cultural performances such as traditional dances or mbira music concerts to showcase Zimbabwe’s artistic talents and cultural expressions.
◆ Ecotourism initiatives: Promote ecotourism activities that allow visitors to connect with nature and support conservation efforts. This can include guided nature walks, bird watching or volunteering in wildlife conservation projects. Emphasis on authentic experiences serves to differentiate Zimbabwe from other destinations, and attract tourists seeking meaningful and culturally immersive travel experiences.
3. Strengthen regional partnerships: Collaborate with neighbouring countries such as South Africa, Botswana and Zambia to create joint marketing campaigns that highlight the region’s collective offerings. This can help attract tourists who may be hesitant to visit Zimbabwe alone due to the sanctions.
4. Digital marketing: Leverage on digital platforms and social media channels to reach a wider audience. Engage with potential travellers through visually appealing content, storytelling and interactive experiences. Utilise search engine optimisation techniques to ensure maximum online visibility. 5. Public relations: Establish positive relationships with international media outlets and travel influencers. Encourage them to visit Zimbabwe and share their experiences with their followers, increasing awareness and credibility.
6. Targeted marketing strategies: Identify specific niche markets that have people who may be interested in visiting Zimbabwe despite the sanctions. For example, focus on adventure tourism, wildlife enthusiasts or cultural heritage travellers. Tailor marketing messages to appeal to these specific segments.
7. Improve infrastructure and services: Enhance transportation networks, accommodation options and tourist facilities to ensure a seamless and enjoyable visitor experience. Invest in training programmes for hospitality staff to provide high-quality services.
8. Engage the diaspora: Leverage on the Zimbabwean community living abroad as brand ambassadors. Encourage them to promote tourism in Zimbabwe among their networks and facilitate their visits back home.
9. Government support: Seek Government support to create a conducive environment for tourism development. This includes providing incentives for investment, simplifying visa processes, and ensuring safety and security for tourists.
10. Sustainable tourism practices: Emphasise sustainable tourism practices to protect Zimbabwe’s natural and cultural resources. Promote responsible travel and conservation efforts to attract environmentally conscious travellers.
◆ Charles Mavhunga co-authored textbooks in business enterprising skills and is currently studying for a PhD in Management at Bindura University. He can be contacted at: charles.mavhunga@gmail.com, Cell: 0772989816.