ZTA Pens Destination Promotion Deal with Emirates
May 2023, Dubai, United Arab Emirates
Zimbabwe’s participation at the Arabian Travel Market trade show held from 1 – 4 May 2023 in Dubai, United Arab Emirates, was rife with distinct achievements for the destination. During the show, the Zimbabwe Tourism Authority successfully signed an agreement with aviation giant Emirates to further boost inbound tourist arrivals and grow traffic into Zimbabwe by utilizing the strength of the airline’s global network.
The Memorandum of Understanding was signed by Badr Abbas, Emirates’ Senior Vice President Commercial Operations for Africa, and Ms. Winnie Munchanyuka, Chief Executive of the Zimbabwe Tourism Authority (ZTA). Also present at the signing were H.E. Lovemore Mazemo, Ambassador of Zimbabwe to the UAE, Mr Farai Chimba, President of the Hotel Association of Zimbabwe and General Manager, Victoria Falls Hotel.
Under the agreement, Emirates, along with the ZTA, will set in motion a range of joint marketing efforts that include tourism promotions, organizing familiarization trips for trade and media, among other activities. Both parties will also explore opportunities for joint advertising campaigns in key markets.
Badr Abbas, SVP, Commercial Operations, Africa at Emirates, said: “The MoU signed today reflects Emirates’ confidence in the potential and attractiveness of Zimbabwe as an emerging destination that awaits exploration. Home to one of the natural Seven Wonders of the World, breath-taking landscapes and glorious historical sites, Emirates says it looks forward to supporting the ZTA in attracting more tourists to the country and to showcasing its uniqueness and vast array of distinctive experiences. We aim to play a considerable role in raising the profile of Zimbabwe through our strong global network,” he said.
“Collaboration is the key to success in tourism, and only by close collaboration can that path be assured of success,” said Ms. Winnie Muchanyuka, Chief Executive of the Zimbabwe Tourism Authority.
“Zimbabwe is confident that once we implement the agreement, it will create a platform for a progressive increase of arrivals into the country. ZTA and Emirates will broaden engagement and awareness with smart initiatives. We are excited to see Emirates’ commitment to strengthening their relations with destination Zimbabwe and are confident that this will bring forth tangible results,” she added.
Endowed with both natural and man-made attractions such as the Mighty Victoria Falls, Matopo Hills, Lake Kariba, wildlife at Hwange, Great Zimbabwe Monuments, and Gonarezhou National Parks, Zimbabwe is a sought-after destination offering leisure activities for tourists.
Emirates started operations to Zimbabwe in September 2012 with five weekly flights. It has steadily grown the route in line with increasing customer demand and operates a daily service to Harare with seven flights a week. Since the start of its operations, Emirates has driven inbound traffic to Zimbabwe from the Middle East, points in Europe, Australia, and the USA. The airline’s codeshare partnerships with Airlink and South African Airways further provide more choice and connectivity to passengers and drive inbound visitors to domestic points in Zimbabwe like Bulawayo and Victoria Falls.