Call for strategic marketing of local tourism sites

THERE is a need to increase visibility of all tourism sites in the country by incorporating strategic and consistent marketing, a move which will miminise overshadowing of local museums, art galleries, among other places of interest.

Bulawayo Publicity Association (BPA) director, Mr Bruce McDonald, said this as he emphasised the need for marketing and publicity departments in the sector to establish robust online presence and attract more tourist interest on many sites.

“Individuals instinctively have a nature of exploring. Therefore, if content about magnificent tourism sites like the Natural History Museum of Zimbabwe is available online, travellers will be able to appreciate it and get to visit the museum, which is also one of the best centres of art in the whole region of Southern Africa,” he said.

“Some of the great places this country has are Bulawayo Railways Museum of Zimbabwe, the National Art Gallery, Zimbabwe Museum of Human Science and Matopo Hills just to name a few.

“These places must be marketed well to receive the same level of global recognition that places like Victoria Falls (Mosi-a-Tunya) get.”

Mr McDonald said other tourist sites have potential of being visited more as he often interacts with foreigners who usually stop by his office to ask for directions to places like the museum and the art gallery.

“There is so much the country can benefit from these tourist attractions. The tourism industry can generate revenue and contribute to economic growth if it works hard to ensure that such beautiful places are put on the map,” he said.

Meanwhile, public and private sector collaboration is critical towards upgrading infrastructure at tourism destinations to lure foreign and domestic travellers with aesthetics.

Mr McDonald believes that people’s leisure motives include travelling and spending in places they mostly find appealing.

He also said the Zimbabwe tourism industry can be highly competitive and functional if emphasis to expand destination marketing is mainstreamed.

Sites like the Natural History Museum of Zimbabwe must be marketed well to receive the same level of global recognition as places like Victoria Falls

“I believe we live in a digital era where any tourism company can create diverse content that speaks to tourists of various age groups. I mean it is easier to tailor advertisement to meet certain expectations,” said Mr McDonald.

“For example, most young tourists love outdoor activities and places like Great Zimbabwe and Matopo Hills are the best places to visit for such activities.”

As part of philanthropic efforts, Mr McDonald said tourism allows local artists to exhibit their artworks at a gallery within the complex of the BPA. The artists are given three months each to display their artwork, which usually gets positive criticism from visitors.

He said he wished to see such artwork receiving more attention in natural art galleries and museums.

Zimbabwe remains a great tourism attraction and a host to countless magnificent sites as prominent figures like the former Manchester United coach Alex Ferguson graced the country a few days ago.-chroncile