In a move to enhance destination awareness and foster market visibility, the Zimbabwe Tourism Authority (ZTA) has appointed VFS Global to promote the country as a preferred tourism destination in both India and the GCC.

The agreement was officially signed by Dr Karikoga Kaseke, chief executive of the Zimbabwe Tourism Authority, on June 14 at the Zimbabwe Tourism Authority Office Boardroom, Harare, in the presence of other eminent dignitaries from VFS Global, travel and trade fraternity, and members of the press.

A world of wonders, Zimbabwe prides itself to being home of the Majestic Victoria Falls; one of the seven natural wonders of the world and a World Heritage Site that is the biggest curtain of water in the world in the Zambezi River.

Commenting on the new partnership, Dr Kaseke said: "We have not been active in the GCC region and our absence has created room for negative perceptions to prevail. However, we are now ready for this market because Zimbabwe is now open for business. Through the appointment of VFS Global as market representatives for Zimbabwe in the GCC region, we aim for increased awareness of Zimbabwe and to establish destination presence and visibility. We anticipate a rise in arrivals from GCC region to 13,500 by 2021 as VFS Global embarks on aggressively marketing the country."

"Zimbabwe recently targeted India as a primary market due to its potential resulting from the rapid growing disposable incomes in India. India is a huge market for Zimbabwe, hence the modest approach to target at least 16,000 Indian travellers by 2021. This will be done through sustainable destination marketing that will be done by VFS Global," he said.

Jiten Vyas, regional group COO, VFS Global, added: “As a country bestowed with rich cultural heritage, Zimbabwe is strengthening its tourism business and entering its potential markets. We are pleased to partner with ZTA to put this country that has so much of untapped tourism potential on the world map for travellers from India and GCC who can now experience the beautiful nation of Zimbabwe. By promoting Zimbabwe’s tourism, we can positively contribute towards the brand building and the economic development of this country.”

As part of the agreement, VFS Global would support ZTA to build a unique identity of Zimbabwe as a potential tourist destination by educating and spreading awareness to tour operators, travel agents, Mice planners and the general traveller based in India or GCC region."

With Zimbabwe recently opening its doors for business by undertaking initiatives to boost air connectivity and enhance investments globally, the initiative to build visibility in key markets like India and GCC region is underway,  which is evident from the increase of over 63 per cent in arrivals in 2017 from both locations cumulatively on a year-on-year comparison. - TradeArabia News Service