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ZTA launches tourism brand in Poland

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Business Reporter

THE Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority (ZTA) successfully launched the country’s tourism brand in Krakow, Poland, dubbed ‘Zimbabwe: A World of Wonders’, ZTA said in a statement. The launch is complemented by a series of road shows aimed at tapping the East European market. ZTA chief executive Karikoga Kaseke is leading the delegation. The expo, ZTA said, was set to create awareness and strategically position the country in order to attract the Polish tourists who previously were lacking the fundamental understanding of Zimbabwe and the various tourism packages on offer. Poland is a highyield market, comes fourth in the world’s top 20 outbound tourist generating countries and is ranked third in Europe’s top 10. During the official launch in Krakow, the former Polish Ambassador to Zimbabwe, Jan Wielinski, expressed confidence in the country and this was evidenced by positive testimonials he made of his memorable experiences during his tour of duty. To this end, ZTA said, Ambassador Wielinski endorsed the Zimbabwean brand. With regard to the significance of the brand, ZTA said the rebranding of Zimbabwe had been an overriding priority in the country’s quest to resuscitate the tourism sector in becoming the much sought-after tourist destination in the world. Meanwhile, the branding of the country as ‘Africa’s Paradise’ failed to appeal to the global market and was largely a ‘Eurocentric phenomenon’ that appealed mostly to the Christian community while discriminating the Asian market. Asia is a primary market and contributes immensely to world tourist receipts and comprises about 99,9 percent of Buddhists which renders the paradise concept ‘irrelevant and alien’ to the Asians. In this regard, Zimbabwe is heading towards widening its horizon as it aims to accommodate all and sundry to witness Zimbabwe, the ‘World of Wonders’. The ongoing export drive has made positive gains through engaging the Krakow City Fathers and the Krakow Tourism Chamber on the possibility of twinning Krakow with a Zimbabwean city. The thrust behind this development was to foster increased bilateral relations between the two countries. In addition to that, meetings held with the Polish media unlocked many opportunities for the country as journalists agreed to come to Zimbabwe on a familiarisation tour organised by ZTA’s newly formed Friends of Zimbabwe Press Club to promote the positive projection of the country’s image. ZTA has so far launched the brand in China, Germany, UK, South Africa and Spain. Zimbabwe’s tourism sector is one of the top foreign currency earners and contributes close to six percent of the country’s gross domestic product (GDP), employing an estimated 200 000 people.

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