Another feather has been added to the cap of Destination Zimbabwe, confirming it as an ideal host of international conferences. The latest recommendation comes from no other than the global body overseeing tourism matters, the World Tourism Organisation (UNWTO), following the signing of an agreement to host the Communication, Media and Tourism Training in Africa Workshop slated for Victoria Falls, Zimbabwe in November 2023.
The Chief Executive of the Zimbabwe Tourism Authority (ZTA), Ms. Winnie Muchanyuka and the Secretary-General of the UNWTO, Mr. Zurab Pololikashvili on Wednesday 26 July 2023 signed the hosting agreement of the upcoming training workshop on the side-lines of the 66th UNWTO Commission for Africa, which took place in Mauritius from 26th to 28th of July 2023.
The media have a crucial role to play in putting emerging destinations across the globe on the global tourist map, thus helping to boost the economies. The relationship between tourism and the media is vital and complex. Tourism is highly dependent on media reporting, because the vast majority of travel decisions are made by people who have never seen the destination first hand for themselves.
The tourism industry is a vast and complex ecosystem that heavily relies on effective communication to thrive. With the rise of social media, instant messaging apps, and digital marketing, communication has become even more critical than ever before.
Witnessing the signing ceremony were the Secretary for Environment, Climate, Tourism and Hospitality Industry, Ambassador Raphael Tayerera Faranisi, who led the Zimbabwean delegation and the Chief Director Tourism and Hospitality Management, Ms. Tarirai Musonza.
The 66th UNWTO Commission for Africa was held under the theme, “Rethinking Tourism for Africa: Promoting Investment and Partnerships, Addressing Global Challenges.” As Zimbabwe’s tourism is on path to recovery post COVID-19, the platform allows for engagements and tapping into the successes of competitive African destinations.
The UNWTO is the agency that helps ensure tourism is safe, accessible and a growing economic resource for everyone. Zimbabwe is one of the member states of the 155 countries, 6 associate members and more than 400 affiliate members who are stakeholders in global tourism, and promote the UNWTO agency’s message.
The tourism sector is regarded as one of the country’s strategic sectors for economic development. Zimbabwean tourism outlook is driven by its scenic, conducive and attractive environmental landscapes, national parks and wild-life, sparkling and magnificent water bodies, including its rich history and cultural diversity.
Zimbabwe’s strategic choice is to obtain a $5 Billion tourism economy by 2025, offering distinctive and inclusive visitor experiences in a unique, innovative and sustainable manner. The strategic choice is rooted on Zimbabwe’s potential and desire to be a major global player in the tourism industry based on the judicious use of its unique assets of nature.