Players in the tourism industry have been urged to embrace the economic blue print ZIM ASSET and engage in aggressive marketing drive such as rebranding of their products in order to position the sector for economic growth.

The economic blue print ZIM ASSET presents a golden opportunity for players in the tourism industry to aggressively market and rebrand their products and position the sector for anticipated growth.

Manicaland Minister of State for Provincial Affairs, Cde Mandi Chimene said there is need for Zimbabweans to change their perceptions adding that under the economic blue print, ZIM ASSET tourism has been identified as having a huge potential to propel economic growth and development.

In her address to players in the tourism industry in Mutare during the re-launch of the Holiday Inn  brand, Minister Chimene said there is need for players in the tourism industry to also focus on domestic tourism.

The re-launch of the Holiday Inn global brand comes at a time when the government has made significant strides in increasing the country’s accessibility to trade within SADC region, said African Sun managing director, Mr Edwin Shangwa.

Manicaland is home to numerous tourists attraction sites such as Mt Inyangani, Mutarazi Falls, Bridal Veil Falls and Hotsprings among a host of others.

Concern has however been raised over inadequate marketing of some of these attraction sites.