Hospitality pricing in focus ahead of ZITF

THE Zimbabwe Tourism Authority (ZTA) and key players in the hospitality sector in the city are engaged in a series of talks to try and find ways on how best the industry can attract business during the forthcoming Zimbabwe International Trade Fair (ZITF).

During the past week, the country’s tourism governing arm teamed up with the Tourism Business Council of Zimbabwe (TBCZ) in a tour of businesses in and around Bulawayo. This was a first of its kind as the industry opened its doors in February after months of shutdown.

The Government has announced that the 61st edition of ZITF will be held in July after it was cancelled last year following the outbreak of Covid-19. Hotels and other leisure centres dotted around Bulawayo usually make brisk business, cashing on the number of business visitors to the trade show case.

One of the biggest drawcard of the business exhibition is the Meetings, Incentives, Conferencing and Exhibitions (MICE) industry that takes stage at ZITF. MICE is hinged on the preparedness of hotels and other conferencing facilities around the city. The ZITF Company is on record saying on its part, it was ready for the re-opening of the MICE industry.

But long months of closure brought by Covid-19, have put a spotlight on the readiness of the tourism industry to cater for such a big event. Pricing and packaging were at the centre of discussions and the ZTA through its #ZimBho awareness drive wanted to ascertain the level of preparedness.

ZTA spokesperson Mr Godfrey Koti, in an interview said they advised players in Bulawayo to tailor package their services so that they attracted even the local tourist.

“We want to show the world, through ZITF that tourism is alive in Zimbabwe. The ZIFT in itself is a destination marketing platform for the country and Bulawayo as the hosts is on the spotlight. We toured various facilities in the city and its environs to try and find out how they are coping following a year of shutdown,” he said.

He said although the ‘meet and greet’ engagement was informal, tourism business were able to point out that they are still in the red and pinned hopes on ZIFT to boost revenue.

“Most of them confessed they are on their knees and want to take advantage of the ZITF to boost revenue.”
Mr Koti said emphasis was put on the need to slash the exorbitant pricing system pertaining in the tourism industry.

“So far, we visited businesses and facilities in Matobo, Umzingwane and the various cultural industries. Bulawayo is a unique cultural and tourism hub. As such that calls for a thorough inspection of how such product facilities are ready to embrace the #ZimBho campaign.

We explained that it is imperative for them to get on board in the campaign in their endeavour to boost their businesses. The city has to refine its marketing drive. Bulawayo’s cultural standing, the arts and the industry have to be well articulated, not only to foreign visitors but to local residents who will even visit the city way after ZITF.”

Mr Koti said they were working with the Bulawayo chapter of the Tourism Business Council of Zimbabwe on issues to do with service excellence and customer care. The Hospitality Association of Zimbabwe has said the industry appreciates the importance placing affordable rates for their services.

HAZ president Mr Clive Chinwada said the issue of pricing at the supply level was key as this has put a dent on efforts to make the country’s tourist activities accessible to both local and foreign holiday makers. He said the reason tourism products are pegged at higher prices was because of a number of costs players incur on the supply side.

“The Covid-19 shutdown heavily affected the hospitality industry. We remain focused to turn around the fortunes by banking on the local tourism activity. The general perspective is that we price our services well, but that calls for the adoption of the same in the supply chain that the industry survives on,” he said.

Since the Government cut out the 15 percent VAT that was levied from the sector, in particular relating to materials not locally available, it was highly expected that tourism business put a downward review on their products. Mr Chinwada said they appreciate efforts by ZTA to have a collaborative campaign with the industry to market various destinations.

“As the Hospitality Association of Zimbabwe, we very much support the concept of #ZimBho. Everyone in the hospitality business would want to have their product cheaper and affordable.”-herald.clz.w