The cultural and heritage tourism market has been neglected in recent decades, according to Country Director of Cresta Hotels in Zimbabwe, Chipo Mandela, who puts this down to the harsh operating environment.
“At the Zimbabwe Council for Tourism’s annual Tourism Achievers’ Awards ceremony in Harare earlier this year, a call was made for Zimbabwe to focus more on the development of cultural tourism that taps into the rich heritage that the country has to offer, inclusive of reaching out to travellers interested in people, history and artistic endeavours.
“Operators are now working with local communities and their leaders to examine how to ensure that cultural tourism grows, but not at the expense of the culture overtaken by the weight of commercialism,” says Mandela. “A key factor in Zimbabwe, too, is the effort to encourage greater participation in travel and tourism by women and young people. There is widespread recognition that environmental sustainability is key to the survival of tourism and to its future continuation.”
The Zimbabwe Tourism Authority (ZTA) has initiated a programme to empower rural communities through its recently revealed heritage tourism programme that aims to create jobs and improve livelihoods.
Head of Corporate Affairs at ZTA, Godfrey Koti, said five places of interest had been identified, all of which are in rural areas and will be promoted under the heritage tourism package.
“We are on a drive to market all places of historical significance that are dotted all over the country,” said Koti. “This is about packaging our history. It is pleasing to note that government has backed the project. It is recognition of the value of heritage tourism in reviving business in the country. The ZTA has planned to make these areas selling points in our brand Zimbabwe campaign. These are exciting times for the tourism sector because we foresee a boom in terms of revenue to rural communities and the creation of jobs as people start to visit heritage sites.”
Earmarked sites include Old Bulawayo, the Pupu Shangani in Matabeleland North, Tangwena Village in Manicaland, Masvingo’s Trabablas trail and the Chinhoyi battle site.
“There is no way we can ignore the value of tourism to local communities. In as much as the industry benefits, so do villagers around these sites. It is ZTA’s view that locals are empowered so that they have an interest in helping us market Zimbabwe better. We are planning to work with publicity associations, teachers and culture experts in all areas known to have a historic site,” concluded Koti.
