Tinashe Makichi
HARARE – In an effort to enhance destination awareness and foster market visibility, the Zimbabwe Tourism Authority has appointed VFS Global to promote Zimbabwe tourism, through a collaborative five-year relationship.
The agreement was officially signed by ZTA chief executive Dr Karikoga Kaseke and officials from VFS Global.
“We have not been active in the GCC region and our absence has created room for negative perceptions to prevail. However, we are now ready for this market because Zimbabwe is now open for business.
The Zimbabwe Tourism Authority is targeting 20 000 tourist arrivals from India by 2020 from the current 3 700 following the appointment of VFS Global as a market representative to promote the Zimbabwe tourist destination in
“Through the appointment of VFS Global as market representatives for Zimbabwe in India and Gulf Cooperation Council (GCC) region we are aiming for increased awareness of Zimbabwe and establish destination presence and visibility,” said Dr Kaseke
He said ZTA anticipates an increase in arrivals from GCC region to 13 500 by 2021 as VFS Global will aggressively market the country. Zimbabwe is targeting India as a primary market due to its potential resulting from the rapid growing disposable incomes in India.
India is a huge market for Zimbabwe, hence the modest approach to also target at least 35 000 Indian travellers by 2021.
“As a country bestowed with rich cultural heritage, Zimbabwe is strengthening its tourism business and entering potential markets. We are pleased to partner with ZTA to put this country that has so much of untapped tourism potential on the world map for travellers from India and GCC who can now experience the beautiful nation of Zimbabwe,” said VFS Global group chief operating officer Jiten Vyas.
“By promoting Zimbabwe’s tourism, we can positively contribute towards the brand building and the economic development of this country.”
As part of the agreement, VFS Global will support ZTA to build a unique identity of Zimbabwe as a potential tourist destination by educating and spreading awareness to tour operators, travel agents, MICE planners and the general traveller based in India or GCC region.
