The Zimbabwe Tourism Authority (ZTA) has today signed a Memorandum of Understanding (MOU) with Al Jazeera English Channel to promote Zimbabwe and its hospitality facilities to the world.
The MOU will see the Doha headquartered independent media organisation expose all the hospitality facilities in a bid to tell the Zimbabwean tourism story to the international market.
In a joint press statement released today, Al Jazeera Media Network Executive Director of the Global Brand Communications Division Abdulla AlNajjar said the agreement is part of their drive to help communities while enhancing the quality of journalism in Zimbabwe.
“We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe.
“In addition, as part of our drive to help communities to enhance the quality of journalism and sharing of information. Al Jazeera Media Institute shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership,” he said.
ZTA Chief Executive Officer, Dr Karikoga Kaseke described the MOU as key in dealing with the bad publicity the country has been going through ultimately impacting on market reduction.
“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavorable publicity across its’ markets.
“Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time where we are looking at regaining the lost market share in various source markets and communications is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe,” Kaseke said.
Zimbabwe as a country has been on an overdrive to sell itself at world markets under the auspices of President Emmerson Mnangagwa’s Zimbabwe Is Open for Business a mantra employed to intensify the country’s brand to attract potential foreign investors.
Al Jazeera has a reputation to defend in over 150 countries with over 80 bureaus around the world and access to 380 million homes and over 1.6 million hotel rooms around world.
