Zimbabwe pins its hopes on Emirates
Zimbabwe was putting on a brave face at ITB Asia this year, insisting that the value for money and security it offered the international tourist made it a standout destination in Africa.
Despite not having a national airline in full-time operation – Air Zimbabwe is dogged by debts and has been flying only limited services this year – chief executive of the Zimbabwe Tourism Authority, Karikoga Kaseke, said international airlines are returning to capital city Harare.
Emirates airline is due to launch services to Harare next February and Kaseke says, “This new service is a vote of confidence in Zimbabwe. And we know where Emirates goes, tourists follow.â€
The Zimbabwe government announced this week that it is seeking an international partner who would assume Air Zimbabwe’s debts and return its planes to the air on regular schedules.
The tourism authority is aware that perceptions of Zimbabwe as an economically challenged, politically divided country are not helping to attract visitors.
“We hope to separate perception from reality by bringing in people to Zimbabwe to see for themselves that we are a peaceful country. Tourism is both a peacemaker and an image builder,†Kaseke said.
New hotel building around the country is receiving funds from Chinese investors.
Zimbabwe last year attracted 2.3 million tourists, mostly from neighbouring African countries, earning US$700 million. The target is to earn 15 percent of the country’s GDP from tourism with direct marketing efforts being aimed at wholesalers and tour operators.
But with a tourism budget of just US$9 million, Zimbabwe knows it must make every dollar count and there will be nothing left over for glossy commercials on international TV.
Ian Jarrett
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