Zim eyes 100 000 German tourists


Pauline Mhuka-Magavu

ZIMBABWE is targeting 100 000 tourists from the German market by 2020 in line with the National Tourism Blueprint which is pushing for a $5 billion sector. Germany is the world’s largest outbound travel market with 76 million travellers each year and over half the German population takes at least one holiday abroad each year. And data from IPK International shows that Germany topped global outbound markets in 2015 followed by United States of America, the United Kingdom and China.According to the United Nations World Tourism Organisation (UNWTO)’s 2015 Tourism Highlights, Germany ranks third in tourism expenditure, with a total of $92,2 billion, after China and the United States.

The market is known for high spending averaging $2 100 per person per trip.

“Germany contributes 18 percent of European arrivals into Zimbabwe and ranks 3rd after the USA and UK, contributing 26 355 arrivals, a far cry from the 76 000 arrivals attained in 1999, Zimbabwe’s tourism peak.

“The Authority is thus seized with a challenge to surpass the 1999 arrivals by achieving 100 000 arrivals from the German market by 2020; in line with the National Tourism Blueprint: Towards A $5 Billion Economy by 2020,” said the Zimbabwe Tourism Authority.

ZTA is leading a delegation of Zimbabweans that are in Berlin, Germany for the International Tourism Bourse (ITB) as part of efforts to help boost tourist arrivals in the country.

ITB, which is one of the world’s leading travel fairs, begins today and will run until Sunday.

The delegation will seek to promote Zimbabwe as a world-class tourist destination.

ZTA chief executive Mr Karikoga Kaseke said:“Travel fairs continue to be a significant and competitive tool for destination marketing and promotion for any serious destination eyeing tourism growth.

“Our participation at ITB 2016 is a positive move for destination Zimbabwe given our absence at last year’s edition.”

The delegation in Berlin includes companies and institutions namely Africa Albida Tourism, Falcon Safaris, African Sun Limited, Civil Aviation Authority of Zimbabwe, Zimbabwe Parks and Wildlife Management Authority of Zimbabwe, Shearwater Adventures, Rainbow Tourism Group, Amalinda Collection, African Bush Camps, Zimbabwe Travel Info, Musangano Lodge, Nyati Travel and Sikiliza.

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