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ZTA sets its sights on South Africa, China and Russia


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Following on the news that the country has opened its airspace to airlines globally, the Zimbabwe Tourism Authority (ZTA) has announced the launch of its Visit Zimbabwe (Visit Zim) campaign, targeting the three markets of South Africa, Russia and China, in an ambitious bid to grow tourist arrivals.

ZTA chief executive Karikoga Kaseke said at the closing ceremony for the Sanganai/Hlanganani Expo, which was held in Bulawayo, that Russia should do well for Zimbabwe because “it is doing well for Egypt and Kenya”.

“Buyers from Russia seem to be happy and saying they will package Zimbabwe next year,” he said.

Kaseke said Zimbabwe had not done much to lure tourists from Asia since the launch of the Look East Policy over a decade ago.

He added that China is currently rated the highest spenders and largest outbound market compared to other markets and that Zimbabwe should be number two in the region in getting arrivals from China after South Africa.

With reference to South Africa Kaseke said that Zimbabwe’s biggest source market was South Africa, with arrivals of about 700 000 last year. He added that at its peak in 2006, Zimbabwe used to get 1,6 million in arrivals from its neighbouring country and the focus is now on getting even more arrivals to country.

Jeanette Briedenhann
Jeanette Briedenhann
Jeanette Phillips joined the team in 2016. She developed a passion and love for all things-travel related in her role as travel journalist, a position she held for over seven years. A brief exodus into the corporate marketing sphere proved that there is no better industry than the travel industry. Research and writing are two of Jeanette’s greatest passions, but she is always open to new challenges and different ways of doing things.

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