ZTA happy with tourism re-engagement at FITUR 2023

By Tatenda Mujeyi

The Zimbabwe Tourism Authority (ZTA) says it has made inroads in marketing destination Zimbabwe during the 43rd edition of the Feria Internacional de Turismo/ International Tourism Trade Fair (FITUR) which ended in Madrid, Spain.

The 5-day travel and tourism exhibition attracted more than 10,000 companies from 165 countries and 142 642 trade visitors, among others.

ZTA Chief Executive Winnie Muchanyuka said Zimbabwe was happy to be part of the show’s physical re-opening after a two-year hiatus due to Covid-19.

“This year’s edition was attended by the tourism professionals and the key traders for inbound and outbound tourism from the globe and most importantly, the Spanish-speaking market,” said Muchanyuka.

“We have collaborated with Spanish operators in effort to explore the market to see if we can entice arrivals into the destination and prop up our receipts as we seek to measure up to our targets. We had engagements with markets such as Cuba, Guatemala, Panama, El Salvador. The idea is to put our best foot forward in reaching out to various markets, particularly where we see a potential of traction and growth.”

She said the organisation was also out to seek for potential partners in the digital space for digital marketing, market research data and analysis services by engaging companies such as Booking.Com, Expedia, Amadeus with the view of creating relatively cheaper destination marketing and communication options.

“We’re keen to explore data analysis as a business intelligence tool, this is to allow for more accurate customer behavioural traits which in turn will make our marketing efforts more directed. In this regard, we met a few companies that offer these services,” Muchanyuka said.

The Ministry of Environment, Climate, Tourism and Hospitality Industry together with the ZTA were joined by tourism players from the private sector at the Fair as they sought to re-engage tourism wholesalers and business tourism players in considering Zimbabwe as an ideal place for Meetings, Incentive Travel, Conferences and Exhibitions as well as a leading leisure activities destination.

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