United Nations World Tourism Organisation (UNWTO) Secretary-General Taleb Rifai yesterday endorsed Zimbabwe as a safe tourism destination and urged the international community to visit the country and enjoy its hospitality.
Speaking at a Press briefing for Zimbabwean and Zambian media soon after touching down at the Victoria Falls Airport, Rifai said the negative publicity Zimbabwe was receiving was unjustified.
In view of the negative publicity of Zimbabwe as a tourism destination, what I can only do is to urge all those to come and see for themselves. Zimbabwe is a safe destination. They should come and feel the land, the peoples warmth and hospitality, said Rifai.
He expressed optimism that next years UNWTO conference to be co-hosted by Zimbabwe and Zambia would be a success.
Its the first time to hold the conference in this part of Africa and the second in the continent. The experience has already guaranteed success, he said.
Rifai said tourism in Africa was poised for growth and African countries had to work on improving infrastructure.
The world is eager to come to Africa, but the challenge is to make it easier for them to come. Africa should improve on its tourism infrastructure for tourism to flourish, Rifai said.
Rifais endorsement of the country as a safe tourist destination is likely to change perceptions by tourists, following the negative publicity Zimbabwe has been subjected to over the past decade by the international media.
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Following a barrage of criticism, Zimbabwe was deemed dangerous by many who felt it was in the same blanket as war-torn countries like Sudan and Somalia.
However, Zimbabwes image has been on the mend since the consummation of the inclusive government after the disputed 2008 elections.
Rifai was taken to Zambia and is scheduled to return to Zimbabwe today where he is expected to meet President Robert Mugabe.
