ZIMBABWE EXPLORES NEW AVENUES TO MARKET THE COUNTRY’S TOURISM ATTRACTIONS
(Posted 22nd January 2020)
With the increased importance of the American market to Zimbabwe for tourism arrivals, is the Zimbabwe Tourism Authority (ZTA) set to make a debut at the New York Times Travel Show scheduled for 24th – 26th of January 2020 at the Jacob K. Javits Convention Center in New York, United States of America. Zimbabwe’s presence at this leading North American fair is anticipated to further the destination’s visibility, manage perceptions and foster assurance in this critical market. Contributing 95 025 arrivals recorded in 2018, The United States of America remains Zimbabwe’s top performing overseas market with an average spending of 888 dollars per traveler according to the Visitor Exit Survey. ‘In the past decade, the United States of America (USA) has been topping the overseas market chart with an incremental growth year by year. At its peak in 2017, it recorded 101,206 arrivals. We are therefore very much concerned with this drop and as such intensive marketing strategies have been devised to recover this diminishing market share. This will entail roadshows, educational tours, trade trainings, media engagements and sales calls,’ commented the ZTA Acting Chief Executive, Givemore Chidzidzi. The ZTA also shared with the world that Destination Zimbabwe made it to Bloomberg’s 24 Best Travel Destinations for 2020. Additionally, Zimbabwe has also been nominated in Harpers Bazaar’s Where to Honeymoon in 2020. The renewed confidence in Destination Zimbabwe is clearly reflected in these nominations. These recent listings are an additional feather in Zimbabwe’s cap which made it into the Lonely Planet, National Geographic and Frommers lists amongst others in 2019. The New York Times Travel Show is the largest Travel Trade and Consumer Show in North America attracting more than 35,000 attendees with over 700 exhibitors from more than 175 countries. Zimbabwe’s participation comes after a long absence of intensified marketing and promotional programs in North America despite the continuous positive performance this market.