Mumbai: In a move to enhance destination awareness and foster market visibility, the Zimbabwe Tourism Authority (ZTA) has appointed VFS Global to promote Zimbabwe as a preferred tourism destination in both India and GCC region, through a collaborative relationship. The agreement was officially signed by Dr. Karikoga Kaseke, ZTA, on June 14 at the Zimbabwe Tourism Authority Office Boardroom.

As part of the agreement, VFS Global would support ZTA to build a unique identity of Zimbabwe as a potential tourist destination by educating and spreading awareness to tour operators, travel agents, MICE planners and the general traveller based in India or GCC region.

On the new partnership, Dr. Karikoga Kaseke, said, “We have not been active in the GCC region and our absence has created room for negative perceptions to prevail. However, we are now ready for this market because Zimbabwe is now open for business. Through the appointment of VFS Global as market representatives for Zimbabwe in the GCC region, we aim for increased awareness of Zimbabwe and establish destination presence and visibility. We anticipate a rise in arrivals from GCC region to 13,500 by 2021 as VFS Global embarks on aggressively marketing the country.”

“Zimbabwe has recently targeted India as a primary market due to its potential resulting from the rapid growing disposable incomes in India. The country is a huge market for Zimbabwe, hence the modest approach is to target at least 16,000 Indian travellers by 2021. This will be done through sustainable destination marketing.”

Jiten Vyas, Regional Group COO, VFS Global, added, “As a country bestowed with rich cultural heritage, Zimbabwe is strengthening their tourism business and entering their potential markets. We are pleased to partner with ZTA to put this country that has so much of untapped tourism potential on the world map for travellers from India and GCC. By promoting Zimbabwe’s tourism, we can positively contribute towards the brand building and the economic development of this country.”

With Zimbabwe recently opening its doors for business by undertaking initiatives to boost air connectivity and enhance investments globally, the initiative to build visibility in key markets like India and GCC region are underway,  which is evident from the increase  of over 63 per cent in arrivals in 2017 from both locations cumulatively on a year-on-year comparison.