WTM Africa 2023 | ZTA gears up to boost market share at travel fair
The local tourism industry is set to increase its market share as the Zimbabwe Tourism Authority (ZTA) prepares to lead a delegation of stakeholders to this year’s World Travel Market (WTM) Africa fair.
The event will take place in Cape Town, South Africa from April 3 to 5, 2023.
The WTM Africa fair presents an opportunity for Zimbabwe to network with international buyers, regional and international tourism boards.
South Africa remains Zimbabwe’s largest regional source market with 219,141 tourists visiting Zimbabwe in 2022.
This year’s edition is expected to provide improved returns as the destination continues to recover from the devastating effects of the Covid-19 pandemic.
Commenting on this year’s fair, ZTA’s Chief Executive Ms Winnie Muchanyuka said, “Destination promotion is central to everything we do and every show we attend, hence we are elated to participate at WTM Africa 2023. It will also be an opportunity to reach out to various potential investors under one roof.”
She added, “Not only do we want to entice tourism investors, but we also intend to position the destination as a business destination under the MICE banner.
“We are, therefore, taking every opportunity available to fight for our space and attention. This fair attracts quality buyers and exhibitors given how geographically widespread WTM takes its fairs across the various continents. Thus, we wish to be a regular exhibitor at this and other shows of this nature.”
WTM Africa is a business-to-business (B2B) format event where exhibitions for both inbound and outbound African travel and tourism markets take place.
The show is one of six shows in the WTM portfolio and is modelled to deliver leading global events for the travel industry.
Launched in 2014 under the Africa Travel Week, the show provides the right business platform for professional tourism stakeholders promoting business with Africa.
Zimbabwe will take the opportunity to invite Buyers for Sanganai 2023 at this year’s WTM Africa fair.
It will also seek to have meaningful conversations with media interested in learning about the destination.
Various tourism stakeholders have previously used the show to generate sales leads, launch new products, enter new markets, raise brand awareness, size up the competition, conduct market research, command press attention, and develop and maintain relationships.
