Zimbabwe’s exhibition stand at the ongoing Madrid International Tourism Fair has failed to attract the expected huge numbers due to poor display, which the Zimbabwe Tourism Authority (ZTA) attributed to constrained resources.
Zimbabwe is targeting to attract over 10 million tourists per annum and to increase the tourism sectors contribution to the gross domestic product to around 20% from the current 11%.
The country’s exhibition stand at the tourism fair in Spain however tells a different story and does not reflect the country’s aspirations in attracting more tourists.
While other regional countries’ exhibition stands attracted huge numbers due to the attractiveness of their displays, it was a different story at the country’s exhibition stand.
ZTA CEO, Karikoga Kaseke attributed the sorry state of affairs to constrained resources but however expressed confidence of a better display at future international tourism fairs.
Concerns have in the past been raised over limited funding towards tourism marketing campaigns.
According to the responsible authority, only US$100 000 was availed for the Madrid exhibition, while a total of US$1 million was allocated by treasury in 2018 national budget against the proposed US$11 million.