Zimbabwe Tourism Authority engages marketers on incentive travel

THE tourism promotion body, Zimbabwe Tourism Authority (ZTA), in collaboration with the Marketers Association of Zimbabwe (MAZ) has embarked on an aggressive drive to create awareness on Meetings, Incentive Travel, Conferences and Exhibitions (MICE) tourism.

The latest engagement was with the country’s top corporate executives in Harare.

“The objective of the event was to educate corporate executives on the incentive travel strategy, which entails rewarding and recognizing excellent performance and loyalty of employees thereby benefiting the employer through improved productivity,” ZTA said in a statement.

During the engagement, ZTA’s chief executive Ms Winnie Muchanyuka emphasised on the organisation’s drive to entice corporates to embrace the concept of ‘incentivizing’ or ‘motivating’ their employees or partners through adopting travel as an incentive.

Ms Muchanyuka also reiterated on how incentive travel is a critical subset of the MICE industry.

Business tourism (MICE) connects experts across sectors and is the fastest of all efforts to drive the much-needed economic recovery.

The size of the global MICE industry was $805 billion in 2017 and is projected to reach $1,439 trillion in 2025, according to Allied Market Research 2017.

Recently, ZTA engaged immigration officials as part of efforts aimed at promoting accessible tourism for all.

The Immigration Department is at the starting and finishing point of international tourism as all tourists and visitors pass through immigration first when they come into the country and pass through immigration last when they leave the country.chronicle.zw