Zimbabwe is leveraging on its peace dividend to effectively position the country as a safe destination to the international market.
The progressive success recorded at this year’s edition of the Harare International Carnival which hosted an estimated 1.5 million people during the street party, showcases a key component which the country can include in its marketing portfolio to enhance the competitiveness of the country on international markets.
While current efforts to position Zimbabwe as a safe destination are commendable, authorities believe there have been shortcomings to harness the peace component says Zimbabwe Tourism Authority chief executive officer, Dr Karikoga Kaseke.
Adjudged as the best in Africa by international tourism body, Socrates International, the Harare International Carnival is an important drawcard which the country can ride on to further promote its products.
Given strides made in improving the country’s status through critical developments such as the upgrading of the Victoria Falls International Airport, the sector is already positioned to record strong growth in tourist arrivals going forward.