Zimbabwe targets $1,5 billion from tourism

Zimbabwe is targeting to earn $1,5 billion from the tourism sector this year, an official said on Friday.

Zimbabwe Tourism Authority (ZTA) chief executive Mr Karikoga Kaseke said the country which is still enjoying the 2014 ratings of being the best tourism destination in the world, expects a rise in earnings from last year's $827 million.

"We got $585 000 from treasury for destination marketing this year and we anticipate to get $1,5 billion in tourism earnings in 2015," he said.

According to the Zimbabwe Tourism Authority Tourism Trends and Statistics report, the country recorded a 12 percent increase in arrivals in the first half of 2013.

Tourism is on the recovery path following a slump experienced over the past 13 years mainly due to the negative publicity the country was receiving from the Western media.

Also according to the World Economic Forum report, destination Zimbabwe is ranked number 115 out of 141 countries in 2015. This is an improvement from number 136 in 2010.

The rankings are done by assessing visa procedures, travel and tourism policy, infrastructure as well as natural and cultural resources.

"We are seeing a big improvement in our rankings. We are celebrating as ZTA and the tourism sector," he said.

Mr Kaseke said Routes, airlines based institution has also chosen to be in the top four destinations in Africa and the Middle East.

Government has since assured that it will continue to finance marketing efforts, targeting participation in international fairs and expos and opening of tourism offices in major source markets.