The Minister of Tourism and Hospitality Industry, Dr Walter Mzembi is leading a Zimbabwe delegation, comprising of 15 companies to the International Travel Bourse (ITB) to be held in Berlin, Germany.
The expo which has attracted over 185 countries will run from 8 March to 12 March 2017.
In a statement released to the media on Tuesday, Zimbabwe Tourism Authority, Head of Corporate Affairs Sugar Chagonda said all is set for the show and Zimbabwe is raring to go.
“We are very much excited to be participating at this year’s edition of ITB Berlin. We defied all odds and prevailed over the obtaining challenges to maintain our presence in the European Market. The Zimbabwe delegation comprising the Minister, officials from the ZTA and the private sector is already on the ground in Germany ready for the expo,” said Chagonda.
The ZTA spokesperson added that a total of fifteen companies from Zimbabwe are exhibiting at the ITB Berlin and these include, the African Bush Camps, African Sun Hotels, Civil Aviation Authority of Zimbabwe, Rainbow Tourism Group, Shearwater Victoria Falls, Sikiliza Adventures, The Amalinda Collection, Wilderness Safaris, Zambezi Cruise Safaris, Zimbabwe International Trade Fair, Zimbabwe Parks and Wildlife Management Authority, Zimbabwe Tourism Authority and Zimbabwetravel.info.
Germany contributes 18% of European arrivals into Zimbabwe and ranks 3rd after the United States of America and United Kingdom, contributing 26 355 arrivals recorded in year 2015, a drop from the 76 000 arrivals attained in 1999, which was Zimbabwe’s tourism peak hence the need for aggressive marketing to regain the lost market share.
The Zimbabwe Tourism Authority Chief Executive, Karikoga Kaseke paid homage to the Zimbabwe tourism operators participating at the fair and expressed optimism that they will consolidate and grow their market share by securing lucrative business deals.
The ZTA boss added that Zimbabwe’s participation at the ITB Berlin and other related International travel fairs is premised on the need for continuous investment in aggressive marketing in order for the tourism sector to achieve the projected growth rate.
Over 10 000 exhibitors are attending this global forum which is also attracting cities, tour operators, Airlines, hotels and various services advancing tourism businesses which makes it a significant and must attend show for any destination targeting the European market.