The Zimbabwe Tourism Authority (ZTA) is bringing foreign journalists from Europe and other targeted source markets to enable them have an appreciation of the situation in the country and help change the negative perception painted through uninformed publicity.
The launch of the air service from Addis Ababa to Victoria Falls Sunday (yesterday) afternoon came at a time when the ZTA and Ethiopian Airlines had already signed a memorandum of understanding with the objective of promoting travel to Zimbabwe through positive publicity by the international media.
According to ZTA board member Mr Blesssing Munyenyiwa who was speaking at a reception hosted by Ethiopian Airlines in Victoria Falls, four journalists from Germany are already in the country and will visit a number of attractions so that they spread accurate information about the country`s situation.
“Over the next few months we will be having a number of journalists from Germany and other countries and in May we should be having more journalists coming from as far as Malaysia,” he said.
Ethiopian Airlines country manager Mr Alebachew Aklilu said the airline will continue to work with the ZTA to promote the destination.
“We and our Zimbabwean brothers have a shared history and economic challenges and we want to continue working with the ZTA to bring more tourists in Zimbabwe,” said Mr Aklilu.
The tourism sector is currently in the low season but with new airlines taking advantage of Victoria Falls international airport`s increased capacity, business in the hospitality sector is set to increase.