Zimbabwe tourism sector targets Malaysian young travellers

KUALA LUMPUR - Zimbabwe’s tourism sector, which is slowly recovering from the pandemic, intends to attract young Malaysian tourists to the African nation.

In an interview with Bernama, Jeffreys Manjengwa, Executive Director for International Marketing at the Zimbabwe Tourism Authority (ZTA), stated that this is a part of Zimbabwe's tourism strategy to create new customers for its travel products among the younger population

Manjengwa was in Malaysia for the Malaysia Association of Tour and Travel Agents (MATTA) Fair where ZTA participated after a long gap.

Since young travellers are very adventurous and seek out new opportunities, they are financially stable, and it is simple to target them through social media, he said, pointing out that the global trend shows that more and more young people are travelling. He also explained that ZTA's target market for Malaysia is those between the ages of 24 and 40.

He explained that in the past few years, Malaysians have not visited Zimbabwe, due to lack of information and direct connectivity.

Manjengwa said that Emirates, Ethiopian Airlines, Kenya Airways, RwandAir, Qatar Airways, and South African Airways are among the airlines that are now flying into Zimbabwe. Zimbabwe has three international airports, namely Robert Mugabe International Airport in Harare, Joshua Mqabuko Nkomo International Airport in Bulawayo, and Victoria Falls International Airport.

For tourists who prefer flying to other tourist destinations in Zimbabwe, other than travelling by road, there are 17 domestic airports in the country ready to fulfil their requirements.

"For 20 years Zimbabwe tourism was dormant in this Southeast Asia region, as such we hope one day Air Zimbabwe will have direct flights to Malaysia as before,” he further said.

Zimbabwe, with 15.5 million population is a landlocked country in Southern Africa, surrounded by South Africa to the south, Botswana to the southwest, Zambia to the northwest, and Mozambique to the east and north.

"Zimbabwe has a distinct, varied culture with hospitable people. It is regarded as a safe place to travel, and the populace is cordial and inviting. Wherever you go, you will always be surrounded by friendly, hospitable people who are always smiling,” Manjengwa said.

"Among the world’s famous attractions, one of the seven natural wonders of the world, Victoria Falls, is in Zimbabwe and is 1.7 kilometres wide. For good reason, Victoria Falls is a well-known tourist destination. It is a breathtaking sight and Africa's biggest waterfall. Victoria Falls is a fantastic destination and ought to be on everyone's travel wish list,” he explained.

Zimbabwe is also home to Great Zimbabwe which is a UNESCO World Heritage Site located in the Southeast of Zimbabwe. It is an Ancient city built by the Shona people between the 11th and the 15th centuries. The city is noted for its impressive stone architecture, including a large palace, and its role in the African gold trade.

Wildlife including elephants, lions, rhinos, buffalo, and leopards can be found in Zimbabwe. Guests can take part in safaris, fishing, white water rafting, bungee jumping, sky walking, and ziplining amongst other adrenalin activities. Other attractions include the beautiful landscapes of Gonarezhou National Park, the Eastern Highlands, the Chinhoyi Caves, Lake Kariba, and various game parks.

Manjengwa pointed out that tourism is Zimbabwe’s third largest sector after mining and agriculture.

For 2023, ZTA is targetting 2.3 million arrivals, especially from the United States, Britain, the European Union, the Asian region, and South Africa.

" Zimbabwe, A World of Wonders, is the epitome of African beauty and the perfect destination for an unforgettable trip, he said. - BERNAMA