ZTA Eyes Lucrative Chinese Market

29 June 2011

The Zimbabwe Tourism Authority said on Monday it was targeting to increase the number of Chinese tourists visiting the country annually from 20 000 to 50 000 by 2015.

About 52 million Chinese people visit different countries annually according to the ZTA. This makes China, which has a population of 1,3 billion, the world’s third biggest tourist source market after Germany and the United States of America.

ZTA chief executive Mr Karikoga Kaseke said the 50 000 target was achievable, in view of the authority’s intensified marketing programme in China.

“As far as China is concerned, they know Zimbabwe is the best destination, we expect more visitors to come to the best destination,” he said.

The ZTA boss said the authority had completed drafting a Chinese marketing strategy.

“We are finalising the national marketing strategy for China. We hope that through support from Government we can achieve this to boost tourism.”

Meanwhile, ZTA won awards for the best organised exhibit and best destination at the recently held Beijing International Tourism Expo held in China.

Mr Kaseke said the country would use the accolade to market its tourism destinations.

“When we are rated by China as the best destination in 2011, we should take advantage and ride on that,” he said.

The ZTA says Chinese tourists are Zimbabwe’s third best spenders with an average spending rate of US$1 058 per person per trip. – New Ziana.

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