Emirates, one of the flag carriers of the United Arab Emirates, has signed a Memorandum of Understanding (MoU) with the Zimbabwe Tourism Authority (ZTA) in a bid to increase inbound tourist arrivals to the African nation. The agreement was signed by Badr Abbas, Emirates’ Senior Vice President of Commercial Operations for Africa, and Winnie Muchanyuka, the CEO of ZTA.
The partnership will entail a range of joint marketing efforts, including organizing familiarization trips for trade and media, tourism promotions, and other activities that will help to promote Zimbabwe as a tourist destination. The two parties will also explore opportunities for joint advertising campaigns in key markets.
The agreement is expected to enhance the accessibility of Zimbabwe as a tourist destination, while also boosting the country’s foreign currency generation and employment opportunities. Tourism is a significant contributor to Zimbabwe’s economy, with natural and man-made attractions such as the Mighty Victoria Falls, Matopo Hills, Lake Kariba, wildlife at Hwange, Great Zimbabwe Monuments, and Gonarezhou National Park drawing visitors from around the world.
Emirates’ strong global connectivity will play a considerable role in raising the profile of Zimbabwe as an emerging tourist destination, according to Abbas. He also hailed the pact as a reflection of the confidence that Emirates has in the potential and attractiveness of Zimbabwe as a travel destination.
ZTA CEO Muchanyuka expressed her enthusiasm for the partnership, saying that it would help to position Zimbabwe as a must-visit destination for tourists. She also expressed confidence in the ability of Emirates to help showcase Zimbabwe’s diverse offerings to a global audience.
The partnership with Emirates comes at a time when Zimbabwe is seeking to promote its tourism industry, which has been affected by the COVID-19 pandemic. The country has implemented various measures to ensure the safety of tourists, including the vaccination of tourism industry workers, the installation of COVID-19 testing facilities at ports of entry, and the adoption of strict health and safety protocols.
Zimbabwe has also signed a number of bilateral agreements with other countries to promote tourism, including South Africa, Mozambique, and Botswana. The country’s government has also introduced a range of incentives to attract foreign investment in the tourism sector, including tax breaks and streamlined visa processing.
The Emirates-ZTA partnership is expected to complement these efforts by promoting Zimbabwe as a safe, attractive, and accessible tourist destination. The partnership will also help to strengthen Zimbabwe’s travel and tourism sector by boosting its marketing and promotional activities.
Emirates is one of the world’s largest airlines, with a network that spans over 160 destinations in 84 countries. The airline has a strong presence in Africa, with flights to more than 25 destinations on the continent. Its partnership with ZTA is expected to further enhance its position as a leading carrier for travelers to Zimbabwe.
The Emirates-ZTA partnership represents a significant step forward for Zimbabwe’s tourism industry, which has been hit hard by the pandemic. The partnership is expected to boost the country’s foreign currency earnings and create new employment opportunities, while also showcasing its rich natural and cultural heritage to the world. With Emirates’ global reach and Zimbabwe’s diverse attractions, the partnership is sure to attract a growing number of visitors to this must-visit African destination.
