Zimbabwe Tourism Authority (ZTA) chief executive Winnie Muchanyuka says there is need to intensify marketing efforts if the tourism sector is to regain lost market share.
Tourism lost market share in the past two years owing to Covid-19 protocols chiefly travel bans.
As a way of trying to prevent the spread of the virus, most countries instituted lockdowns at the advice of the World Health Organisation.
However, most of the protocols have been removed or suspended and tourism is beginning to find its footing.
Zimbabwe has also been making efforts to remind the world of its attractions through participating in travel shows across the world.
Currently the country is participating at the Tourism Expo Japan which is one of the leading travel shows on the Asian calendar.
Speaking on the sidelines of the expo, Muchanyuka said active participation at fairs is critical and that there is need to put more effort in destination marketing.
There is need to intensify our marketing efforts through active participation at fairs such as these, as they generate travel interest for our destination thereby regaining the marketing share that was lost during the Covid-19 period,’’ she said.
12 countries from Southern Africa including Zimbabwe are exhibiting under the SADC banner.
Japan contributed about 34 214 tourists to Zimbabwe, indicating the great potential that the market has to enable the country to move towards the US$5 billion tourism economy by 2025.
The Tourism Expo Japan is also expected to help attract participants to the 15th edition of Sanganai/Hlanganani which is scheduled for the 13th to the 15th of October in Bulawayo.
Zimbabwe Tourism Authority who are the organisers of Sanganai/Hlanganani expert about 100 buyers for the expo.
