Zimbabwe is targeting to improve the World Economic Forum travel and tourism competitiveness rankings with the adoption of a robust national tourism sector strategy.

At 114 out of 134 countries, the country’s travel and tourism sector competitiveness rankings have been far from being satisfactory and the industry is convinced that Zimbabwe has all it takes to be among the top 100 countries.

Tourism operators, government officials and development partners who graced the national tourism sector strategy consultations held in Victoria Falls concurred that there is urgent need to come up with strategies to improve the global tourism rankings.

Tourism and Hospitality Industry Minister Cde Priscah Mupfumira said the development of the tourism strategy is premised on the need for the country to increase the global travel and tourism market share.

South African Collaborative Leadership Group founder Ms Nivashnee Naidoo said Zimbabwe has all it takes to be the top regional destination and highlighted the need to prioritise tourism standards.

As part of recommendations, calls were made for the country to consider the merging of the Ministry of Tourism and Hospitality Industry together with that of the environment, promotion of biodiversity, harnessing tourism as a tool for inclusive growth and addressing the issue of unattractive tax regime.