zta.jpgThe Zimbabwe Tourism Authority (ZTA) says it will this year step up efforts and its participation in public gatherings to raise awareness and lure more Zimbabweans to visit places of interest, particularly during the festive season.

This follows a marked increase in domestic tourism during the festive season with a record 75% of tourists recorded in Victoria Falls said to be from the domestic market.

In an interview, ZTA Chief Operating Officer, Mr. Givemore Chidzidzi said efforts to create awareness and create synergies with the private sector will be stepped up to give holiday packages to the domestic market.

He said the organisation will also target social groupings, schools and institutions of higher education so that they embark on trips to visit places of interests.  

Analysts say in any successful tourism destination, domestic tourism has the greatest role to play in the growth of the sector, with 60% of tourists visiting China’s places of interest coming from its domestic market.