The Zimbabwe Tourism Authority (ZTA) has become the first national tourism organisation from the African continent to join the Pacific Asia Travel Association (PATA), a statement said on Monday.
The two organizations signed a letter of agreement during the annual Sanganai World Tourism Expo in Bulawayo, Zimbabwe.
It noted that the agreement would reinforce Zimbabwe’s determination to increase the numbers of international arrivals from influential source markets across the Asia-Pacific region.
It quoted ZTA chief executive Karikoga Kaseke as saying that the agreement aimed to attract more Chinese visitors to Zimbabwe, which had dropped in the last few years, and also to ensure more tourists from Asia visited Zimbabwe.
He stated: “Gone are the days when just being a tourist destination was a selling point on its own. Now, with the growth of the digital world, destinations must be more innovative to get the much-needed attention from tourists in the face of growing competition.”
“We have no doubt that the journey that we are embarking upon with PATA will go a long way to penetrate the huge Asia Pacific market,” Mr. Kaseka said.
He added: “Zimbabwe is set to benefit more from working with PATA, a distinguished organization and specialise in building businesses, networks, people, brands including insights as well as promoting the Asia and Pacific region based on experiences accumulated since its formation in 1951.”
On his part, PATA chief executive officer, Mario Hardy, welcomed Zimbabwe Tourism Authority to PATA, noting that the agreement would foster closer collaboration between the two organizations in support of the drive by the ZTA to attract more tourists from the Asia-Pacific region in general and mainland China in particular.
Mr. Hardy said: “Zimbabwe is a fascinating country with many valuable tourism assets, and the government’s new visa regime will enable easier access for visitors from many markets.”
“I look forward to strengthening our ties with the public, private and academic sectors in Zimbabwe and I am convinced that PATA’s many membership benefits will act as a solid foundation for a new bridge that links Zimbabwe with the Asia-Pacific region,” the PATA CEO said.
