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Tourism buyers concerned over Zim’s image

By Thomas Mupfuka

BULAWAYO- International buyers at the 12th Sanganai/Hlangani tourism expo have expressed concern over Zimbabwe’s image and lack of marketing of the country’s tourism destinations, YeduLani magazine has learned.

The buyers who are drawn from different countries in the region and internationally said the destination is failing to attract the right market and realize meaningful growth due to the country’s image.

“Zimbabwe has one of the best tourist destinations. But what needs to be done by responsible authorities like ZTA and Government is to help address the country’s image through robust marketing initiatives.

What you hear outside there is contrary to what you see when you visit the place.

So, I hope responsible players will work towards improving the country’s image,” said a buyer who requested anonymity.

Zimbabwe is currently facing macroeconomic challenges which have impacted negatively on marketing the country’s tourism sector.

The deep-seated political polarization over the past few months has contributed immensely to the bad image.

Another buyer who spoke to this publication also expressed the same concerns about the country’s image.

“ What is important in a marketing tourist destination is the image of that place. Zimbabwe has the best tourism destinations but more needs to be done in terms of pushing those destinations to the right people, this means marketing and improving the image of the country,” said a buyer from Italy.

Over 270 buyers are in Zimbabwe’s second-largest city Bulawayo, for the Zimbabwe Tourism Authority (ZTA) Singanai/ Hlanganani tourism expo.

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