Zimbabwe Tourism embarks on roadshow to UK


In a first-ever United Kingdom Roadshow for Zimbabwe, the country’s tourism sector is set to hold a series of engagements with Zimbabweans living abroad with the emphasis for them to come back home and invest in the economy especially within the tourism sector.

The first of its kind roadshow will take place from July 9 to 19, in line with the Zimbabwe Tourism Authority (ZTA) strategy to involve Zimbabweans abroad in developing the country, build awareness of our seven wonders and to enhance participation in economic development back home.

The roadshows are scheduled for London, Glasglow, Liverpool, Huntingdon, Manchester and Birmingham and will witness intensive engagements with the diaspora community, tourism associations, media and the travel trade.

The innovative move comprises a high powered delegation led by Minister of Environment, Tourism and Hospitality Industry, Honourable Priscah Mupfumira who will lead the charge in engaging with the Diaspora with the emphasis that Zimbabwe was ready for them to invest home.

The delegation will also include His Excellency Ambassador Colonel (Rtd.) Christian M, Acting Chief Executive of the Zimbabwe Tourism Authority Mrs Rita Likukuma, Chief Executive of the National Parks & Wildlife Management Authority Mr Fulton Mangwanya and Zimbabwe Industry Partners.

“The main theme is to reach out to Zimbabweans and Diasporas of all backgrounds, Religious Communities, Academic, Media, Tourism Trade, Tourism Organizations, Tourism Associations, Airlines, Tourist Boards, Embassies, Conservation Organizations, Youth, United Kingdom Government and others engaged in economic development,” Mupfumira said.

“The Diasporas together with the wider stakeholders have a huge role to play in releasing the huge potential of the tourism sector for socio-economic benefits.”

“The Roadshow is an event created to facilitate an exchange of ideas and resources that spur interest, inspire collaboration, and attract strategic investments in the Zimbabwe tourism sector for its sustainable growth. The roadshow events offer participants in the United Kingdom and the world an opportunity to interact on new development,” she added.

This comes as President Emmerson Mnangagwa announced that Zimbabwe was in a new era and open for business and has appealed to the abundant skilled diasporas to come home to Zimbabwe, whenever, to look for business opportunities and help to rebuild the country.

ZTA Acting Chief Executive Mrs Rita Likukuma said in line with the Vision 2025: National Tourism Recovery and Growth Strategy, ZTA is set to conduct a series of roadshows in the United Kingdom with the main objective of tourism promotion, exchanges and stimulating tourism strategic investments towards the Zimbabwe tourism sector.

“Of essence to this mission is the objective of facilitating an exchange of ideas and resources that spur interest, inspire collaboration, and attract strategic investments among the Zimbabwe diaspora community which according to the United Kingdom National Statistics Office (NSO) 2018 Report accounts formore than 123 000,” Likukuma said.

“It is however imperative to note that during the said mission, the Honourable Minister Mupfumira will officiate the opening of the new consul and tourism office in Scotland.”

She continued: “The office is meant to strengthen destination promotion in the region which will subsequently impact on tourism traffic to Zimbabwe.

“More so, the Minister is expected launch the inaugural edition of the Zimthrive initiative which will see a congregation of Diasporas in Zimbabwe from different source markets in April 2020.”

The United Kingdom, being the top European market in arrivals contribution, remains Zimbabwe’s priority market accounting for 72 029 arrivals.

The Authority will continue investing in marketing and promotion strategies in this market in a bid to regain the market share in the United Kingdom.

The United Kingdom National Statistics Office (NSO) 2018 Report stated that there were 123 000 adult Zimbabweans in the United Kingdom who include 53000 men and 70000 women.

Among this huge diaspora community are many equally committed to raise the profile of the country through partnerships or to promote the country to their families, friends and workmates.

Henceforth this new diaspora roadshow that will be in collaboration with ZIM-Thrive 2020.


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