ZIMBABWE Tourism Authority (ZTA) acting chief executive officer William Stima has urged the tourism industry to think of fresh ideas to boost the industry.
This comes as Zimbabwe’s total tourist arrivals increased by 1% to 1 613 901 last year, compared to 2023, driven primarily by overseas markets, which grew by 9%, particularly from the Americas, Oceania, Europe and Asia.
Consequently, the sector is estimated to have generated approximately US$1,18 billion in 2024, reflecting just a 2% increase from the previous year.
Speaking last Friday, the third day of the four-day Association of Eastern and Southern Africa Travel Agents (AESATA) conference, Stima said the tourism market needed the right investment, marketing strategies, and partnerships to reach the global stage.
“We are a rising hub for business events, conventions and global gatherings. With the right investment, the right strategies, marketing, regional partnerships and the courage to think big, Africa can be a prime stage for international conferences, exhibitions, and global business tourism,” he said.
“Their ideas remind us that the future of tourism will be built on fresh thinking, on boldness, and on creativity that knows no boundaries.
“Indeed, as was so amply captured in one of our sessions, borders no longer exist in the world of travel. Ladies and gentlemen, as we close, let us not leave this spirit in the conference room.
“Let us take it back to our associations, our organisations, our governments, and our communities. Let us turn discussions into projects, ideas into policies, and connections into long-lasting partnerships. I will reflect on one unified theme, that is partnerships.”
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He also urged captains in the industry to take advantage of AESATA.
The local tourism sector has long complained about the forex retention thresholds, levies, licence fees and permits as impediments to growth.
Just last month, the Tourism Business Council of Zimbabwe called for the full implementation of the government’s pledge to cut levies, licence fees and permits by 25%–30% as the sector targets surpassing US$1,2 billion in forex receipts this year.
“Governments should reduce taxes and invest more on infrastructure to make it easier for the industry to strive and be competitive globally,” Airline Association of Southern Africa chief executive officer Aaron Munetsi told NewsDay Business in an interview on the sidelines of the conference.
He underscored the importance of infrastructural development and urged the government to participate in the infrastructural development, as most African countries are lagging behind, making it hard for the tourism and travel industry to be competitive.
