Zimbabwe has been encouraged to intensify its marketing drive and to harness the peace dividend in order to boost tourist arrivals. 

This comes as Zimbabwe is targeting to double tourist arrivals to at least 5 million per annum by 2020.

PHD Ministries leader, Prophet Walter Magaya, who was on a tour of the majestic Victoria Falls, said the destination has huge potential, calling for concerted marketing efforts by all persons to boost tourists’ arrivals.

“It is very much enlightening to see this majestic natural wonder and l also had a chance to explore the opportunities here in the resort town and see how best we can market this place,” he said.

Meanwhile, Zimbabwe Tourism Authority (ZTA) Vice Board Chairperson, Mrs Precious Sibiya said going forward, the tourism promotion body will avail incentives to all players who are doing well and meeting the acceptable standards.

“We need to reward all those players who are doing well by putting in place incentives for them. We need to prioritise quality in everything,” he said.

The country received a total of 2.4 million tourists in 2017, translating to a 9% increase from the 2.2 million received in 2016.

National tourism receipts stood at $917 million, with expectations the figures will surge to above $1 billion this year.