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Tourism and Hospitality Industry Minister Hon. Prisca Mupfumira said Zimbabwe has embarked on an aggressive campaign to re-engage its source markets, particularly the tour operators who had stopped packaging Zimbabwe.

Speaking during a press conference to welcome the Zheing Zhiang Radio and TV Group from China, Hon Mupfumira the Tourism sector is on a rising trajectory and inorder to boost Tourism Arrivals the country has adopted a two-fold strategy, that of growth and recovery.

“In terms of recovery we need to recover our volumes of arrivals from our traditional source markets wherein we used to have a high market share of foreign versus local visitor ship of as high as 30 percent of our travellers being foreigners which had now fallen to below 20 percent over the years,” Hon Mupfumira said.

She added that the visit by the Zheing Zhiang Radio and TV Group to shoot a Zimbabwe Promotional Video that will be used in China to market the country is a major footstep in repositioning the country as a tourism giant in the region.

Hon Mupfumira said the hosting of this delegation is a follow up to engagements made during the last state visit by s high powered delegation led by President Emmerson Mnangagwa in April which birthed the signing of several Memoranda of Understanding (MoU).

One of the MoUs included Ministry of Tourism with Hospitality Industry and a Chinese Company, Touchroad International Holdings Group.

“As a follow up to the MoU, Touchroad International brought a business delegation to Zimbabwe which expressed interest in tourism development in Victoria Falls and elsewhere in the country,” Hon Mupfumira said.

The Minister said remarked that the country is endowed with a lot of rich culture and heritage.

She added that these products, if strategically developed, competitively packaged and aggressively marketed will increase the length of stay, product portfolio and encourage geographical spread of tourism within the country.

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