Zimbabwe has attracted only two percent of the African market share arising from international tourist arrivals.
This has led calls for creativity in the marketing of tourism as the prevailing peace, good climate and warm hospitality by the local people is perfect for the attraction of international tourists.
Zimbabwe commemorated World Tourism Day on Friday amid calls by the government to be more creative in marketing the country’s brand to lure more tourists.
Tourism and Hospitality Industry Minister Engineer Walter Mzembi says Zimbabwe’s tourism sector in 2014 attracted 2 percent of international tourist arrival in Africa which translates to just over one million visitors, highlighting need for improvement.
"Tourism is has a projected annual growth rate of 5.1 percent for 2015 leading mining at 3.6 percent, manufacturing at 1.2 percent and agriculture. But our performance could be better. We are doing 5.1 percent growth without fiscal support. But I want to say whether money or no money, we must create money. We must be creative. The sector must speak positive, prosperity, growth," said Engineer Mzembi.
Director in the office of the Minister of State for Harare province Mr Jabulani Ndebele said Zimbabwe has a lot of cultural diversity and unique tourist attractions that should be at the forefront of the country’s marketing direct.
"We should not be left out of the tourism growth and must focus on revamping our tourism enablers, and fostering accountability in our industry," Mr Ndebele said.
This year’s World Tourism Day commemorations are running under the theme: 'One Billion Tourists, One Billion Opportunities' in recognition of global international tourist visits reaching the one billion mark in December 2014.