Budget progressive on tourism branding
THE 2024 National Budget allocation for tourism demonstrates a progressive approach to branding Zimbabwe as a tourist destination, with a focus on marketing, sustainability, infrastructure development, partnerships and cultural experiences.
The following are the areas that captured my interest:
1.
The budget emphasises investments in eco-friendly accommodation, wildlife conservation efforts and community-based
Promotion of sustainable tourism:
tourism projects.
This demonstrates Zimbabwe’s commitment to sustainability, and appeals to environmentally conscious travellers.
For example, the budget set aside funds for the construction of eco-lodges in national parks and game reserves, as well as initiatives to reduce the environmental impact of tourism activities. These sustainable initiatives have significant implications on tourism branding in Zimbabwe.
The budget allocation implied that Zimbabwe is positioning itself as a responsible and eco-conscious tourist destination.
This can attract environmentally conscious travellers seeking authentic and ethical experiences. These include nature lovers and wildlife enthusiasts.
2. Infrastructure development:
The budget allocated funds for infrastructure development in and around national parks and game reserves. This includes improvements to roads, trails and visitor facilities within and around these protected areas.
The goal is to enhance the overall tourist experience by making these natural landscapes more accessible to visitors.
Some of the roads to be upgraded lead to the Hwange National Park, the Mana Pools National Park and the Victoria Falls National Park, among others.
The budget also supported the construction and maintenance of ecofriendly lodges and campsites within national parks, providing tourists with comfortable and sustainable accommodation, while minimising the environmental footprint.
3. Partnerships with local communities:
The budget allocated funds for partnerships with local communities to support sustainable tourism development and to empower local residents.
These partnerships seek to involve communities in the planning and management of tourism activities, ensuring that they benefit from the economic opportunities created by tourism, while also preserving their cultural and natural heritage. Initiatives supported by the budget include:
Funding has been allocated to support community-led tourism initiatives, such as homestays, cultural tours and craft markets, which provide local residents with a direct source of income from tourism and allow visitors to experience authentic cultural experiences.
Community-based tourism projects: Capacity building and training:
The budget includes provisions for training programmes and capacity-building initiatives aimed at equipping the local community with the skills and knowledge needed to participate in the tourism industry, through hospitality, guidance et cetera. Infrastructure Funds have been allocated for the improvement of infrastructure in local communities, for example, renovation of community centres and marketplaces.
development: Conservation and environmental stewardship:
The budget supports community-led conservation efforts, such as wildlife monitoring and habitat restoration programmes, which not only contribute to environmental sustainability but also provide opportunities for local residents to be actively involved in wildlife conservation. In short, the 2024 budget demonstrates a comprehensive and strategic approach to branding the
The goal is to enhance the overall tourist experience by making natural landscapes more accessible to visitors country as a diverse, authentic and environmentally conscious tourist destination.
By prioritising sustainability, infrastructure development, partnerships with local communities and marketing initiatives, Zimbabwe is well-positioned to attract environmentally conscious travellers.
However, certain areas can be fine-tuned for the budget to meet the 2030 target of an upper middle-income economy.
Firstly, more emphasis should be placed on community involvement and empowerment in the tourism sector.
While the budget mentions investments in community-based tourism, there could have been more specific allocations towards initiatives that directly benefit the locals and involve them in the decision-making and economic benefits of tourism.
Secondly, the budget could have included more provisions for sustainable resource management and conservation efforts.
While there are investments in eco-tourism and wildlife conservation, more funding could have been allocated towards protecting natural habitats, addressing environmental challenges and promoting responsible tourism practices.
On the whole, Government should be applauded for its holistic and inclusive approach to supporting the growth of the tourism industry.
◆ 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.