News / National
Zimbabwe Tourism set to rake in US$1bn
09 Oct 2011 at 05:34hrs | Views
THE local tourism industry is expected to rake in US$1 billion this year as visitors are projected to reach the targeted 2,4 million, while the local tourism authority has heightened efforts to bring in Spanish soccer giants FC Barcelona in order to boost the country's image, it has been learnt.
Last year the sector generated an estimated US$600 million.
In an interview with The Sunday Mail Business last week, Zimbabwe Tourism Authority (ZTA) chief operating officer Mr Givemore Chidzidzi said the latest revised projections indicate that tourist arrivals will be within projected levels as the second half of the year is normally the peak period for the sector.
ZTA contends that revenues could have easily topped US$2 billion if the local financial services sector had a platform that could readily enable the use of international credit cards, or any form of plastic money.
He further noted that ZTA's perception management programmes have since been fine-tuned into destination image transformation programmes that are expected to be boosted by current ongoing bids to host high-riding Spanish football team Barcelona, including the 2013 United Nations World Travel Organisation (UNWTO) General Assembly.
"We actually know that it (the tourism sector) will generate more than a billion this year. It is really a billion-dollar industry for this country. Mathematically, if the 2,4 million visitors were targeting to spend at least
US$100, that will ultimately translate into US$2,4 billion.
"What we have to do is to ensure that we are accounting for the expenditure properly and that is what we are concerned about and seized with. We must also make people spend in Zimbabwe. Unfortunately as a country we are bad in making people spend because we don't have the platform for visitors to use plastic money. We expect people to move around with bags full of money, but, guess what, no one wants to travel with hard cash, it's risky. Even our people still prefer payments in cash," said Mr Chidzidzi.
Statistics from operators also show that remarkable growth in both occupancies and arrivals have begun to be realised, especially in the third quarter.
Currently, bed occupancies for city hotels are hovering around 80 percent, while 30 percent annual growth is being registered in resort centres such as the Victoria Falls.
Last month, the Zimbabwe Council for Tourism (ZCT) indicated that operators in Victoria Falls experienced the best performance in 11 years for the month of July as indicated by arrivals, hotel occupancies, average room rates and revenue per available room.
Operators are also bullish about the August to November period since greater occupancies are projected on the back of current reservations and inquiries.
But it has been the perception management programmes mounted by the tourism authority to counter negative publicity from some of the source markets that have found favour even on the local market.
The twin bids to host the UNWTO and Barcelona, if successful, will be a marketing coup for a destination that is seeking to reinforce renewed confidence that it is attractive and safe.
In particular, the UNWTO brings together delegates from over 180 countries, including not less than 100 tourism ministers from across the globe; thereby, serving as a platform to showcase local tourism products.
However, it is ZTA's endeavour to bring current La-Liga and UEFA champions Barcelona that has gripped the attention of the market.
The club has millions of supporters across the world and enjoys an avalanche of media coverage.
It is believed that ZTA are still engaging the Catalan club, which is understood to have initially charged US$3 million for the visit.
But the fee has since been reviewed downwards.
Last week, ZTA chief executive officer visited Spain and announcements on the latest development on the bids are expected soon.
Said Mr Chidzidzi: "That one is still very much alive. I can assure you that in the next couple of days you will be hearing things because my boss (Mr Karikoga Kaseke) has just jetted in from Spain.
"You see the good thing about tourism is that we don't operate like an ambulance. When we go out we do everything: we promote the destination for tourism purposes, we promote the destination for investment purposes.
"Tourism is actually the forerunner of anything and everything. So when we travel we are very open-minded.
"When Mr Kaseke went to Spain his main business was to bid to host the UNWTO, but when you are in Madrid it will be folly for him not to talk to Real Madrid and Barcelona. So he has been making the moves and announcements will be made. It is not a dead issue."
The visit by Brazil last year on the eve of the 2010 World Cup hosted by South Africa attracted attention globally and helped to throw Zimbabwe in the limelight.
Presently ZTA is hosting the Sanganai/Hlanganani World Travel and Tourism Fair, which brings together buyers, exhibitors and media from international markets.
Last year the sector generated an estimated US$600 million.
In an interview with The Sunday Mail Business last week, Zimbabwe Tourism Authority (ZTA) chief operating officer Mr Givemore Chidzidzi said the latest revised projections indicate that tourist arrivals will be within projected levels as the second half of the year is normally the peak period for the sector.
ZTA contends that revenues could have easily topped US$2 billion if the local financial services sector had a platform that could readily enable the use of international credit cards, or any form of plastic money.
He further noted that ZTA's perception management programmes have since been fine-tuned into destination image transformation programmes that are expected to be boosted by current ongoing bids to host high-riding Spanish football team Barcelona, including the 2013 United Nations World Travel Organisation (UNWTO) General Assembly.
"We actually know that it (the tourism sector) will generate more than a billion this year. It is really a billion-dollar industry for this country. Mathematically, if the 2,4 million visitors were targeting to spend at least
US$100, that will ultimately translate into US$2,4 billion.
"What we have to do is to ensure that we are accounting for the expenditure properly and that is what we are concerned about and seized with. We must also make people spend in Zimbabwe. Unfortunately as a country we are bad in making people spend because we don't have the platform for visitors to use plastic money. We expect people to move around with bags full of money, but, guess what, no one wants to travel with hard cash, it's risky. Even our people still prefer payments in cash," said Mr Chidzidzi.
Statistics from operators also show that remarkable growth in both occupancies and arrivals have begun to be realised, especially in the third quarter.
Currently, bed occupancies for city hotels are hovering around 80 percent, while 30 percent annual growth is being registered in resort centres such as the Victoria Falls.
Last month, the Zimbabwe Council for Tourism (ZCT) indicated that operators in Victoria Falls experienced the best performance in 11 years for the month of July as indicated by arrivals, hotel occupancies, average room rates and revenue per available room.
Operators are also bullish about the August to November period since greater occupancies are projected on the back of current reservations and inquiries.
But it has been the perception management programmes mounted by the tourism authority to counter negative publicity from some of the source markets that have found favour even on the local market.
The twin bids to host the UNWTO and Barcelona, if successful, will be a marketing coup for a destination that is seeking to reinforce renewed confidence that it is attractive and safe.
In particular, the UNWTO brings together delegates from over 180 countries, including not less than 100 tourism ministers from across the globe; thereby, serving as a platform to showcase local tourism products.
However, it is ZTA's endeavour to bring current La-Liga and UEFA champions Barcelona that has gripped the attention of the market.
The club has millions of supporters across the world and enjoys an avalanche of media coverage.
It is believed that ZTA are still engaging the Catalan club, which is understood to have initially charged US$3 million for the visit.
But the fee has since been reviewed downwards.
Last week, ZTA chief executive officer visited Spain and announcements on the latest development on the bids are expected soon.
Said Mr Chidzidzi: "That one is still very much alive. I can assure you that in the next couple of days you will be hearing things because my boss (Mr Karikoga Kaseke) has just jetted in from Spain.
"You see the good thing about tourism is that we don't operate like an ambulance. When we go out we do everything: we promote the destination for tourism purposes, we promote the destination for investment purposes.
"Tourism is actually the forerunner of anything and everything. So when we travel we are very open-minded.
"When Mr Kaseke went to Spain his main business was to bid to host the UNWTO, but when you are in Madrid it will be folly for him not to talk to Real Madrid and Barcelona. So he has been making the moves and announcements will be made. It is not a dead issue."
The visit by Brazil last year on the eve of the 2010 World Cup hosted by South Africa attracted attention globally and helped to throw Zimbabwe in the limelight.
Presently ZTA is hosting the Sanganai/Hlanganani World Travel and Tourism Fair, which brings together buyers, exhibitors and media from international markets.
Source - chronicle
