Destination Zimbabwe goes down south


ZIMBABWE Tourism Authority (ZTA) is set to lead a high-level delegation of tourism players to this year’s World Travel Market (WTM) Africa fair that shall be held in Cape Town, South Africa from 3–5 April 2023.

Fairs of WTM Africa’s magnitude present Zimbabwe with an opportunity to network with international buyers as well as regional and international tourism boards. South Africa continues to be Zimbabwe’s largest regional source market with 219 141 tourists having visited 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 that WTM is a good opportunity to market the country.

“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. As you may know we’re on a drive to attract investors into the country in order to bring investment into the tourism industry. 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,” she said.

WTM Africa is modeled on a business to business (B2B) format where exhibitions for both inbound and outbound African travel and tourism markets take place. The show delivers leading global events for the travel industry. It is one of six shows in the WTM portfolio. 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/Hlanganani 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 your competition, conduct market research, command press attention and develop and maintain relationships.

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