The Tourism Industry has launched a new tourism brand code named â€˜Zimbabwe-A World of Wondersâ€™ amid calls by government for the industry to achieve growth and regain lost markets.
A thunderous launch it was, that left buyers and investors and locals feeling like going for a holiday.
The climax of Sanganai/Hlanganai World travel and Africa Fair saw the colorful launch of the Tourism brand code named â€˜Zimbabwe -A World of Wonders on Fridayâ€™.
To consolidate the new tourism destination brand, the sector came up with seven wonders and attractions within the country that tourists must not miss when they visit the country namely: Zimbabwe’s warm and friendly people and unique culture, the mighty Victoria Falls, the Great Zimbabwe National monument, its rich history and heritage, pristine wildlife and the Lake Kariba and Matobo and the Eastern Highlands which are counted among the leading tourist attractions in Africa.
Officially launching the Tourism Brand which is one of the 6 sub-brands that make up the national brand, Deputy Prime Minister Professor Arthur Mutambara said the launch of the brand is the beginning of a long journey for the country to position itself as a tourist destination of choice both in Africa and abroad.
He said by 2015 the country would like to achieve growth, regain lost markets, promote domestic tourism and penetrate new markets to enable the sector to contribute 15% Gross Domestic Product.
Tourism and Hospitality Industry Minister Honorable. Walter Muzembi said this yearâ€™s Sanganai Hlanganai Tourism Fair has seen an increase in the number of African countries coming to support and exhibit, thereby exchanging business ideas and cementing relationships and regional integration in tourism marketing.
African Sun Chief Executive Shingi Munyeza commented the launch but noted that the nation should make sure the branding is value addition other than just another event.
â€œThe brand should maintain among other things, vision and shared values, relevance, consistency, credibility, dependability, confidence and prosperity,â€ he said.
The Zimbabwe Tourism Destination Brand is a position statement which tells the world what the country has to offer to the market.
The brand is expected to contribute 15% of the projected three billion dollars national revenue by 2015.