….Left ZTA CEO Dr George Manyaya right Perm Sec ZTA Dr Takaruza Munyanyiwa
By Desire Tshuma
Harare – Zimbabwe is taking its flagship Sanganai/Hlanganani World Tourism Expo to Masvingo this year as officials double down on strategies to increase length of stay and grow domestic tourism, saying local travellers are the backbone of a sustainable industry.
The shift was outlined today during a media briefing after the Zimbabwe Tourism Authority’s first ever Annual General Meeting held in Harare.
Permanent Secretary for Tourism and Hospitality Industry Dr Takaruza Munyanyiwa said government is backing efforts to make tourism more sustainable through improved air access and stronger support for domestic travel. He said ZTA is working hand in hand with the Ministry of Transport and Infrastructure Development, the Ministry of Foreign Affairs, and the Zimbabwe Republic Police to promote tourism and improve ease of doing business, as well as to strengthen marketing of Zimbabwe’s destinations.
ZTA Chief Executive Dr George Manyaya said the industry cannot grow if it continues to concentrate on one destination. “The only way we can grow the tourism business is by increasing the length of stay,” he said, noting that the sector now has 27 to 28 long-stay packages on offer.
Dr Manyaya said improving air access is critical to giving both local and international visitors better travel options around the country. He added that ZTA will engage more with the media to open space for promotion of attractions nationwide.
“Domestic tourism contributes much more than international tourism. Going by global averages, domestic tourism contributes about almost 70%. Right now we are around 40%. We would like to see those numbers grow, because this is how you can have sustainable tourism in terms of your arrivals,” Dr Manyaya said.
He urged Zimbabweans to travel and explore: “Our people must travel. Our people must explore. Our people must enjoy the facilities that we have. There’s a lot of attractions. It’s not about distance. Wherever you are, there’s a lot of attractions.”
Dr Manyaya confirmed that this year’s Sanganai/Hlanganani World Tourism Expo will be hosted in Masvingo, with activities running from 1 September, the official opening on 9 September, special awards on 11 September, and a public day on 12 September. “Sanganai is going to be bigger and better. The programme is evolving, and you will be invited to unveil the detailed programme,” he said.
On challenges, Dr Manyaya cited compliance and automation as priorities. A first-quarter national registration drive registered 664 operators against a target of 339, and last week additional plates were added to bring more operators into the system. He said automation, including linking services at places like Victoria Falls to a central system, will improve data and revenue collection.
To address affordability, he welcomed government’s decision to reduce registration and licensing fees by half. “There is no reason not to comply,” he said, adding that ZTA is negotiating rates and encouraging operators to offer discounts for those who cannot afford standard prices.
Service quality remains a focus through staff training, private sector empowerment, and inspections. “In terms of service, it’s a very important issue when it comes to tourism. It starts with education and empowerment of our staff and of the operators in the private sector,” Dr Manyaya said.