"We intend to maximise our visibility efforts in this
market for the destination through showcasing the country's tourism and
cultural products as well as promote it as a safe tourism investment
destination," said Koti.
Zimbabwe has been experiencing a steady increase of tourist
arrivals from the Middle East source markets since 2004.
" We are treating this market as a greenfield and hence
our efforts will be largely based on creating awareness and visibility. We have
in the past recorded relatively steady tourist inflows of 3 988 in 2004 and a
peak of 10 077 arrivals in 2009 while the figure dropped significantly due to
travel restrictions imposed as a result of the Covid-19 pandemic. The growth
pre-pandemic had been attributed to promotional campaigns that had been put
into effect mostly through participation at various exhibitions including the
ATM as well as hosting of media and tour agencies on familiarisation
tours," said Koti.
Participation at travel fairs like Arabian Travel Market,
market-specific roadshows and digital marketing are the major promotional tools
which ZTA is using to embark on after the Expo Dubai 2020 in order to increase
destination visibility in the Middle East source markets.
Arabian Travel Market is a travel and tourism event
unlocking business potential within the Middle East for inbound and outbound
tourism professionals. Tourism destinations from the Middle East and around the
world showcase a diverse range of accommodation options, breath-taking tourism
attractions and new airline routes
Arabian Travel Market hosts 150 of the industry's top buyers
through the Hosted Delegate programme. The programme is an effective way for
buyers looking to expand their business in the Middle East through increased
access to the right exhibitors.
The ATM is one of the most established travel trade
exhibitions within the Middle East and Gulf region. International buyers from
the rest of the Middle East, part of Asia, the Pacific, Europe and Africa
attend this annual tourism showcase. Zimbabwe will get an opportunity to show
the region that it's a destination of choice from competitors,t South Africa,
Nigeria, Seychelles, Mauritius, Tanzania, Zambia, Namibia, Kenya and Ethiopia
who are regular exhibitors.
The destination currently enjoys direct flights from the
Middle East region from Emirates Airline, Rwandair and Qatar Airways.
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