Efforts to reposition the marketing of tourism in the country in readiness for the post Covid-19 environment are receiving support from the World Bank.
The International Finance Corporation (IFC), the financing arm of the World Bank, agreed earlier this year to undertake the Zimbabwe Destination Development Programme.
The programme, being jointly implemented with the Ministry of Tourism, involves keeping the various trade agencies overseas abreast with current public and private sector interventions.
Activities covered by the agreement between the ministry and the IFC include crisis communication during this period of prolonged uncertainty due to the Covid-19 pandemic, providing real-time verified information through a single dedicated channel that speaks on behalf of the destination.
A dedicated media and communications specialist, based in Victoria Falls has launched a Facebook page, “We are Victoria Falls”, as part of the programme.
Since its launch, the programme has helped in keeping in touch with the various trade agencies overseas.
The measures also support the Victoria Falls Development Plan; development of the Tourism Satellite Accounting System to improve accounting for tourism receipts; support for health and safety post the Covid-19 pandemic.
It also encompasses a review of the tourism policy, regulations, and associated strategies for the tourism sector to identify areas that require strengthening and/or up-scaling in capitalising on the potential of tourism to drive socio-economic growth across Zimbabwe; and Destination Access, a programme that will be run in co-operation with Ministry of Transport and Infrastructure Development, with a view to improving air access into the country to promote tourism and trade.
