Mzembi told The Zimbabwean the focus had been on infrastructural issues but it was now shifting to policy agenda.
“The fact that this general assembly is branded uniquely African, we need to upgrade our participation from the current two percent global market share of Africa to a double digit by 2020. “This is an opportunity for Zimbabwe to confound its critics by sharing the real story because much of what is known about the country is said through the global main stream media,” Mzembi said.
He said African tourism still faced challenges in the form of destination accessibility and markets.
“The image and perceptions of Africa, connectivity issues and the general lack of packaging are some of the challenges being faced by the African tourism market,” Mzembi said.
He revealed that Zimbabwe had a long-term marketing plan, captured in the new tourism policy to be launched next month.
“The policy will give people equity and the opportunity to participate in tourism. It will speak about empowerment, which will unlock the $5, 2 billion total tourism stock and transfer part of that stock to our people.”
Zimbabwe’s tourism market fell to an all time low at the turn of the century due to bad publicity generated by President Robert Mugabe’s policies. However, there was a rebound following the formation of an inclusive government between Zanu (PF) and the MDCs in 2009.
Speaking at this year’s Independence celebrations, Mugabe urged the nation to participate in the preparations of the UNWTO, saying the event had the potential to increase opportunities for new investments, employment creation and income generation.
Post published in: Business