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Al Jazeera To Promote Destination Zimbabwe Globally

Zimbabwe Tourism sector is enjoying a increase in arrivals as hordes of tourists are cascading not only to see the Victoria Falls but also other offerings the tea-pot shaped country has to offer. The sleeping tourism giant is being shaken to wake-up after decades of being dormant. Positive strides are being noticed within the sector as it sees itself rising up like a phoenix from the ashes.

Recently, the Zimbabwe tourism marketing board; Zimbabwe Tourism Authority (ZTA) and Al Jazeera Media Network have signed a Memorandum of Understanding (MoU) in a bid to promote Zimbabwe as a destination.

This will see the middle-east media giant providing promotional opportunities for destination Zimbabwe and hospitality facilities on its networks reaching out to the global audience.

Speaking on the partnership, Executive Director of the Global Brand Communications Division at Aljazeera Media Network, Mr. Abdulla AlNajjar expressed confidence at the partnership.

“We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe. In addition as part of our drive to help communities to enhance the quality of journalism and sharing of information. Al Jazeera shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership” said Mr. AlNajjar.

Zimbabwe has of late seen a drop in tourism arrivals as the country plunged on tourist rivals 25, 000 in 2008 according to ZTA, as compared to the 1990s where 200,000 tourists would check-in at ticket office to see the mighty Victoria Falls. However, Zimbabwe is edging back on the tourism map as foreign visitors to the resort town jumped nearly 50% in the first quarter of this year as compared to the same period of 2017.

Countrywide, arrivals rose by 15 percent to 554,417, according to treasury statistics.

ZTA Chief Executive Officer, Dr. Karikoga Kaseke said after what the country has gone through the partnership comes at a crucial time where Zimbabwe is regaining lost market.

“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavorable publicity across it’s markets. Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time where we are looking at regaining the lost market share in various source markets and communications is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe” said Dr. Kaseke

The partnership comes at an opportune time when Zimbabwe is seriously looking at intensifying branding and communications in varied source markets which is in line with the Vision 2025: National Tourism Recovery and Growth Strategy

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