In a remarkable achievement, ccelebrates an upswing in domestic tourism, showcasing the success of its initiative to encourage locals to explore the beauty within their borders.
According to cajnewsafrica.com, the ZimBho campaign was launched during the COVID-19 lockdown era as the government explored ways of supporting tourism, which was on the verge of collapse due to the international ban on travel.
It was inspired by realisation that Zimbabweans travelled outside the country mostly and there was little holidaying locally.
The tourism industry was also focused on the international market and ignored the local market.
Speaking to journalists at the Communication, Media and Tourism Training in Africa Workshop in Victoria Falls, ZTA chief executive, Winnie Muchanyuka said the campaign has changed the face of domestic tourism.
“I would say it has been very successful,” she said of the ZimBho campaign.
“Since 2021, we have maintained the number of domestic trips. People have continued to travel within the borders of Zimbabwe.”
Muchanyuka said ZimBho “will continue until forever.”
“It’s going to be a perpetual message to continue to encourage locals to travel within Zimbabwe for business and for leisure,” she said.
“What had been prevailing pre-COVID was that usually Zimbabweans left the country to do their businesses elsewhere and there was limited or no domestic travel. But coming out of COVID-19, people are visiting local resorts and domestic tourism grew.”
Tourism contributes 4,25 percent to Zimbabwe’s gross domestic product and 2 percent to total employment in the country.