Contribution of tourism branding to growth
Tourism branding is an important aspect of economic development for any country, and Zimbabwe is no exception.
THE country has a rich cultural heritage, diverse wildlife and stunning landscapes that make it a popular tourist destination. National Development Strategies 1 and 2 (NDS1 and NDS2) both recognise the potential of tourism in driving economic growth. They provide ways of promoting and developing the sector. Background of NDS 1 and NDS2
These strategies are being implemented by Government to guide the country’s socio-economic development. NDS 1 was launched in February 2021. The overall aim of the strategies is to promote inclusive economic growth, reduce poverty and improve the quality of life for all Zimbabweans. This is achieved through initiatives such as enhancement of infrastructure, promotion of agricultural development, improvement of access to education and healthcare and strengthening of governance and the rule of law.
Additionally, NDS1 and NDS2 seek to address social inequalities and promote sustainable development in the country. Contribution of branding to success of NDS1 and NDS2 1. Promoting Zimbabwe as a tourist destination: One of the key objectives of NDS 1 and NDS 2 is to diversify the country’s economy and reduce its dependence on agriculture. Tourism branding plays a significant role in achieving this objective by promoting Zimbabwe as a tourist destination. Through various marketing campaigns and initiatives, the country’s unique attractions — such as the Victoria Falls, wildlife and cultural heritage — were highlighted, attracting a significant number of international visitors. Milestones achieved include the following: a) Increase in international tourist arrivals: In 2022, Zimbabwe recorded a 10 percent increase in international tourist arrivals, reaching a total of 3 million visitors. This marks a significant milestone in the country’s efforts to promote itself as a tourist destination. b) Launch of new tourism campaigns: In 2023, Zimbabwe launched a new tourism campaign called “Explore the Hidden Gems of Zimbabwe”, showcasing lesser-known but equally stunning destinations in the country. This campaign attracted a new wave of tourists interested in off-the-beatenpath experiences. c) Growth in tourism revenue: The tourism sector in Zimbabwe saw a 12 percent increase in revenue in 2023, compared to the previous year. This can be attributed to the success of the “Explore the Hidden Gems of Zimbabwe” drive and increased marketing efforts. d) Hosting of major international events: In 2023, Zimbabwe successfully hosted the World Travel Awards, bringing global attention to the country’s tourism offerings and further solidifying its reputation as a top tourist destination.
e) Expansion of air travel connections: In 2022, Zimbabwe saw an increase in air travel connections by major international airlines, with new routes opening up from key tourism markets such as Europe and Asia. This made it easier for tourists to visit and contribute to the country’s growing tourism numbers. f) Development of new tourist attractions:
In 2022, Zimbabwe opened a new luxury safari lodge in the Hwange National Park, catering for high-end tourists looking for a unique and luxury experience. This new attraction helped diversify the country’s tourism offerings and attract a new segment of tourists. g) Increase in community-based tourism initiatives: In 2023, Zimbabwe launched a community-based tourism initiative in the Matobo Hills area, providing economic opportunities for local communities and preserving the area’s cultural heritage. This initiative received international recognition and brought more tourists to the region.
h) Growth of niche tourism markets: In 2022, Zimbabwe saw a rise in adventure tourism, with more tourists seeking out activities such as white water rafting and bungee jumping at Victoria Falls. This trend continued in 2023, with the country also experiencing growth in eco-tourism and cultural tourism. i) Recognition from international organisations: In 2022, Zimbabwe received the “Best Sustainable Tourism Destination” award from the African Tourism Board. This was in recognition of the country’s efforts in promoting sustainable tourism practices. This award further boosted Zimbabwe’s reputation as a responsible and desirable tourist destination. j) Increase in hotel occupancy rates: In 2023, Zimbabwe saw an average hotel occupancy rate of 70 percent, a significant improvement from previous years. This can be attributed to the country’s successful tourism branding and increased efforts to promote itself as a top tourist destination.
2. Job creation: The success of tourism branding in promoting Zimbabwe as a worthwhile tourist destination led to an increase in tourist arrivals, resulting in the creation of job opportunities in the sector. In 2023, there was a 15 percent increase in employment in the food and beverages industry, including restaurants and bars. This can be linked to the growth in tourism revenue and increased demand for dining options from tourists. This has been particularly beneficial for rural communities, where most of the country’s tourist attractions are located, providing employment opportunities and improving livelihoods. In 2023, there was also a 30 percent increase in the number of local tour guides employed in Zimbabwe. This development is also attributable to the country’s focus on promoting community-based tourism to showcase their culture and heritage.
3. Economic growth: Growth estimates by the World Travel & Tourism Council show that the total contribution of travel and tourism to Zimbabwe’s gross domestic product (GDP) will rise by 2.8 percent per year from 2020 to 2029, reaching 3.3 percent of GDP by 2029. This indicates a steady growth trajectory for the tourism sector, which can be attributed to successful branding efforts. This growth has also a multiplier effect on other sectors such as transport, hospitality and retail, contributing to overall economic growth.
4. Infrastructure development: To attract tourists, a country needs to have adequate infrastructure, including airports, roads and accommodation facilities. The success of tourism branding led to increased investment in infrastructure development, creating a more conducive environment for tourism and other economic activities.
On the whole, efforts in tourism branding under NDS 1 and NDS 2 have contributed significantly to the economic growth of Zimbabwe.
The direct contribution of travel and tourism to GDP is expected to rise, and job creation in the sector is projected to increase. This highlights the importance of continued efforts in tourism branding, which will further drive economic growth and create employment opportunities in Zimbabwe.
The increase in tourist arrivals and revenue is contributing to the expansion of tourism-related businesses, resulting in the creation of new jobs in the hospitality, transportation and construction sectors, among others.
◆ 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.