A music initiative dubbed ‘Lovely Zimbabwe’ music project has undertaken to carry the torch of promoting the country’s tourism sector through correct messaging of the country’s beauty at the international stage.

‘A rose must remain with the sun and the rain or its lovely promise won’t come true’.

Just like a rose, Zimbabwe is endowed with natural resources that include rich mineral deposits, wildlife, forests, and groundwater resources but with negativity and a tarnished image its beauty was not conceived.

The ‘Lovely Zimbabwe’ music project comprising artists from Malaysia, China, Angola, DRC and India among others, has taken the initiative to document the beauty of the country and enhance nation branding and correct the misconceptions about Zimbabwe.

With Zimbabwe’s vision of attaining upper middle class economy by 2030, nation branding is one of the key components that will help market Zimbabwe and attract investors, said the Deputy Minister of Information, Publicity and Broadcasting Services Energy Mutodi.

The ‘Lovely Zimbabwe’ project spearheaded by musician Abraham Matuke involved shooting of significant scenes from the country’s 10 provinces giving a clear representation of what Zimbabwe is endowed with.