Impact of sanctions on tourism branding
have a SANCTIONS serious negative impact on tourism branding because their intention is to inflict pain and cause damage to the image of the country.
THERE is nothing “smart” about “sanctions” because they are not selective; they affect the whole nation, including innocent and vulnerable people.
Sanctions are comparable to slave trade, apartheid and colonial systems in both structure and character.
Zimbabwe was slapped with sanctions by the United States, and these have had an adverse effect on the country’s tourism brand.
Some opposition politicians and Westerners have created the impression that sanctions imposed on Zimbabwe are targeted, yet the poor are the most affected.
The illegal measures have exposed the disadvantaged people of Zimbabwe to a high level of poverty due to their detrimental effects.
They have destroyed the potential of the country’s brand.
Those behind the sanctions wanted potential tourists to perceive Zimbabwe’s resort centres as unstable and risky, and a threat to life yet the country is safe, healthy and exciting.
The economic embargo has created false narratives about Zimbabwe that have influenced self-imposed restrictions on potential foreign tourists, limited investment opportunities, and hindered marketing and promotional activities.
Researchers have established that political sanctions inflict more damage on tourism branding than terrorist attacks, pandemics or environmental disasters. This means political influences are more damaging to the economy.
This also implies that perpetrators of political sanctions are more dangerous to human life because their objective is to inflict pain on the poor and the vulnerable in the country.
In other words, supporters of sanctions contribute to the destruction of the economy and are, therefore, committing human rights abuse.
Apartheid and colonial systems have similar effects as smart sanctions imposed on the country by the US. However, organisations in the tourism industry should not fold their hands; they are expected to adopt the following strategies to survive:
Engage in diplomatic efforts:
The Government may engage in diplomatic efforts to lobby for the lifting or easing of sanctions. This can be achieved through explaining the position of Government in terms of the politics of the country, which is often misrepresented by political enthusiasts, especially in areas such as land reform and political stability.
The enactment of the Zimbabwe Democracy and Economic Recovery Act (S.494) by the US was aimed at suppressing the land reform programme and to institute political regime change in the country.
However, the imposition of the sanctions ignored the political history of the country, where colonialism created a skewed system that exposed indigenous black people to high poverty levels by settling them in areas with poor soils, rocky and steep terrain, and low potential for mechanisation and irrigation.
At the same time, it allocated rich soils to whites, thus giving them supremacy in crop and animal production, and lucrative markets.
To correct this imbalance, Government had no choice, but to undertake a fast-track land reform programme at the turn of the millennium. This position was, however, misrepresented by politicians seeking leadership. They urged the US to impose sanctions over alleged violations of human and property rights.
Diplomatic efforts must be pursued to explain Zimbabwe’s situation to ensure the US understands the political injustices and situation in the country.
Zimbabweans waged the war of liberation for years to usher in respect for human rights. Liberation war fighters are, therefore, better placed to talk about human rights in the country.
What needs to be done Tourism diversification:
Zimbabwe may focus on diversifying its tourism offerings and targeting niche markets.
This can be achieved through promotion of unique experiences such as cultural tourism, adventure tourism or eco-tourism to attract visitors interested in the specific activities and are less influenced by negative perceptions associated with sanctions.
Collaboration with international tourism organisations:
It is through participating in regional tourism initiatives, joint marketing campaigns and cross-border collaborations that Zimbabwe can tap into the collective resources and networks of other countries to attract visitors and enhance its tourism branding efforts.
Develop regional partnerships:
Zimbabwe can collaborate with neighbouring countries in joint tourism initiatives and marketing campaigns. By leveraging on the resources and networks of these states, Zimbabwe can tap into a larger pool of potential tourists and enhance its tourism branding bid.
Seek investment from non-sanctioned countries:
Zimbabwe can seek investment from countries that did not impose sanctions on it. Zimbabwe must engage in aggressive marketing of its natural wonders to all-weather friends such as China and India, as well as other Eastern Bloc nations, to attract tourists
Utilise digital marketing and social media:
The US was not well-informed about Zimbabwe’s political status when the sanctions Bill was passed.
It is, therefore, critical for organisations involved in tourism to actively engage with potential tourists through compelling content, positive testimonials and interactive campaigns so that the country can gradually reshape its tourism brand image.
Enhance domestic tourism:
Zimbabwe can focus on promoting domestic tourism by encouraging its own citizens to explore and appreciate the country’s natural attractions and cultural heritage.
Improve infrastructure and services:
Investing in infrastructure development and improving services such as transportation, accommodation and tourist facilities can enhance the overall visitor experience.
It is through implementing these strategies that Zimbabwe can mitigate the impact of sanctions and build a strong and resilient tourism brand.