Zimbabwe at ITB Berlin
Zimbabwe is set to participate in the International Tourism Bourse (ITB) Berlin, the world’s largest travel show.
The event will take place from from 7 to 9 March .
The Ministry of Environment, Climate, Tourism, and Hospitality Industry, together with the Zimbabwe Tourism Authority (ZTA), will lead the industry’s effort to promote the country as a must-visit tourism destination in Southern Africa.
More than 18 local tourism industry players will join the delegation, which aims to reposition Zimbabwe as a tourist destination after the devastating effects of the Covid-19 pandemic.
Zimbabwe’s tourism industry is poised for growth, with the country’s recovery strategies aimed at regaining lost market share in various source markets.
The country has been re-engaging with international investors, travel trade, media, and the diplomatic community to present a rebirth of Zimbabwe and a vision for a brilliant economy characterized by transparency and progressive ease of doing business.
ZTA Chief Executive Ms Winnie Muchanyuka emphasized the need for Zimbabwe to take advantage of the foundation laid by the central government to aggressively market destination Zimbabwe in source markets.
Germany is the second highest generator of arrivals from Europe into Zimbabwe, contributing 23,980 arrivals in 2022, compared to 37,984 arrivals in 2019 before the pandemic.
The momentum and trajectory can only be sustained by Zimbabwe’s participation in ITB Berlin and other international travel fairs, as well as investment in other market recovery strategies, such as intensified market representation, trade development, media relations, destination campaigns, advertising, events marketing, and digital marketing.
ITB Berlin provides a significant platform for Zimbabwe to advance its presence. It attracts more than 185 countries, 900 qualified top buyers, 10,000 exhibitors, 23,000 convention visitors, and more than 165,000 private and public visitors.
It is a must-attend event for every tourism destination striving for success as it provides a serious business platform for exchanges with top decision-makers, experts, buyers, and young professionals in the tourism business.
Among the participating players are Rainbow Tourism Group, Cresta Hospitality, Wild Horizons, Victoria Falls Hotel, Zimbabwe Parks Management and Wildlife Authority, and the Airports Company of Zimbabwe.
Ms Muchanyuka expressed her gratitude to the industry for its efforts in boldly pursuing tourism recovery. She also stressed the need for a concerted effort to continuously improve service delivery as Zimbabwe seeks to reclaim its glory of yesteryears.
