Zim seals promotional partnership deal with SAA

THE Zimbabwe Tourism Authority (ZTA) has entered into a promotional partnership agreement with South African Airways (SAA) to improve direct traffic into the country from Dubai, United Arab Emirates (UAE).

ZTA sealed the agreement with South African Airways at the ongoing Arabian Travel Market (ATM) in the United Arab Emirates (UAE).

In a statement, the country’s tourism authority chief executive officer Ms Winnie Muchanyuka said they were keen to reposition Zimbabwe as a must-visit destination adding that ZTA’s focus at this year’s edition of the World Travel Market (WTM) is to look at improving air access into destination Zimbabwe.

WTM is the second largest international tourism fair in the world after the Internationale Tourismus Bourse (ITB).

“We’re delighted to have partnered with SAA in this region (UAE). This collaboration will improve direct traffic into the country, particularly in the Victoria Falls and Hwange region. It is a place of interest for the market,” she said.

Zimbabwe has in the past recorded relatively steady tourist inflows with arrivals sitting around 10 077 arrivals pre-Covid.

However, there was a significant drop due to travel restrictions imposed as a result of the Covid-19 pandemic.

“We are gaining traction in terms of arrivals as we recorded 6 593 visitors from this market in 2022 compared to 1002 from 2021.

“The engagement with the aviation sector will definitely see us increasing traffic from this part of the world directly into Victoria Falls,” said Ms Muchanyuka.

Zimbabwe Ambassador to UAE Lovemore Mazemo who was the guest of honour at the partnership launch event endorsed the promotional arrangement between the two organisations.

“We are keen to see the entities building up on this arrangement and increasing the traffic flow into destination Zimbabwe.

“It is such a strategic partnership that should see both parties enjoying improved business activity,” said Ambassador Mazemo.

The ATM is a travel and tourism event aimed at 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, breathtaking tourism attractions, and new airline routes.

Hospitality Association of Zimbabwe (HAZ) president Mr Farai Chimba commended ZTA’s efforts in marketing the country as this would improve tourist arrivals into Zimbabwe generating the much-needed foreign currency.

“This is positive for us; access remains the most critical link for our business. These kinds of synergies create opportunities for increased arrivals into Victoria Falls that can be spread throughout the country,” he said.

In line with the macro-economic recovery and growth thrust under the National Development Strategy 1 (NDS 1), the Government in 2020 launched the National Tourism and Recovery Strategy that seeks to drive the country toward a US$5 billion economy by 2025.

The tourism sector remains optimistic about achieving a US$5 billion milestone by 2025 on the back of a positive outlook Zimbabwe is experiencing in the travel and tourism industry.-businessweekly