Wednesday, April 20, 2011

Zimbabwe: A World of Launch Brand At South African Tourism Expo

Zimbabwe will launch its tourism brand, Zimbabwe: A World of Wonders, at the Indaba Tourism Expo to be held in Durban, South Africa, from May 7 to 10.
This is one of the biggest promotions on the tourism industry in Africa. It is to be held at Durban's Albert Luthuli Convention Centre.
In an interview, the Zimbabwe Tourism Authority head of public relations, events and protocol, Mr Sugar Chagonda, said the tourism expo would create a platform for Zimbabwe to launch its brand on a continental scale.
"South Africa is among Zimbabwe's major source markets and remains the major focus for tourist arrivals, accounting for 70 percent of tourist arrivals in Zimbabwe from Africa.
"The Indaba, therefore, becomes an expedient forum for us to launch our Zimbabwe: A World of Wonders brand," he said.
The Zimbabwe tourism delegation to South Africa will be led by the ZTA chief executive Mr Karikoga Kaseke and will include tourism operators.
About 30 companies are expected to exhibit at the expo, among them Rainbow Tourism Group, Khanondo Safaris, Shearwater Adventures and Chikwenya Safari Lodge.
Apart from the brand launch, the travel expo offers an opportunity to increase tourist arrivals from South Africa, to identify and recruit media and buyers for this year's Sanganai/Hlanganani expo and to establish strategic partnerships with the travel trade and media from different source markets.
The Great Indaba promotes a wide variety of Southern African tourism products and services.
Mr Chagonda said the expo provides Zimbabwe with a great opportunity to meet key tour operators from South Africa with packages to Victoria Falls and other neighbouring countries promoting Africa from the international source markets.
"The major objective this year is to launch the brand, 'Zimbabwe A World of Wonders' during Indaba, following successful brand launches in the United Kingdom, China and Germany earlier this year, respectively.
"Given the negative perception about Zimbabwe within the public and the travel agencies, the brand launch serves as a platform for telling the true and detailed story of Zimbabwe," he said.
South Africa is one of the target markets, with a population of 50 million, according to the national census of 2001.
It is a major source market with great potential to grow faster than most source markets, given its proximity to, historical and trade links with Zimbabwe.
Last year, there were 1 368 234 visitors from South Africa to Zimbabwe, compared with 912 000 in 2009.