WTM Africa ’23: Zimbabwe Targets Market Share Increase


Following successful showings at several travel trade shows this year, the Zimbabwe Tourism Authority (ZTA) is again set to lead a high-level delegation to this year’s World Travel Market (WTM) Africa fair to be held in Cape Town, South Africa from 3 – 5 April 2023.

Fairs of WTM Africa’s magnitude present Zimbabwe with an opportunity to network with international buyers, regional and international tourism boards. South Africa continues to be Zimbabwe’s largest regional source market with 219,141 tourists visited Zimbabwe in 2022.

This year’s edition is expected to provide improved returns, as the destination continues to recover from the devastating effects of the Covid-19 pandemic.

Commenting on this year’s fair, ZTA’s Chief Executive Ms Winnie Muchanyuka said, “Destination promotion is central to everything we do and every show we attend, hence we are elated to participate at WTM Africa 2023.

Winnie Muchanyuka: CEO, Zimbabwe Tourism Authority (ZTA)

“It will also be an opportunity to reach out to various potential investors under one roof. As you may know we’re on a drive to attract investors into the country in order to bring investment into the tourism industry.

“Not only do we want to entice tourism investors but we also intend to position the destination as a business destination under the MICE banner. We are therefore, taking every opportunity available to fight for our space and attention.

“This fair attracts quality buyers and exhibitors given how geographically widespread WTM takes its fairs across the various continents. Thus, we wish to be a regular exhibitor at this and other shows of this nature,” she said.

WTM Africa is modelled on a business to business (B2B) format where exhibitions for both inbound and outbound African travel and tourism markets take place. The show delivers leading global events for the travel industry. It is one of six shows in the WTM portfolio.

Launched in 2014 under the Africa Travel Week, the show provides the right business platform for professional tourism stakeholders promoting business with Africa.

Zimbabwe will take the opportunity to invite buyers for Sanganai/Hlanganani 2023 at this year’s WTM Africa fair. It will also seek to have meaningful conversations with media interested in learning about the destination.

Various tourism stakeholders have previously used the show to generate sales leads, launch new products, enter new markets, raise brand awareness, size up your competition, conduct market research, command press attention and develop and maintain relationships.

Under the leadership of Winnie Muchanyuka, the ZTA has been very active at various travel and tourism trade shows. Earlier this week, Zimbabwe took part in the inaugural edition of the Bleisure Trade and Investment Forum, which took place in Mauritius.

Team Zimbabwe has also attended the Malaysian Association of Tour and Travel Agents (MATTA) and 43rd Edition of the Feria Internacional de Turismo/ International Tourism Trade Fair (FITUR) in Madrid, Spain, earlier in the year.

At the leading world tourism fair, ITB Berlin 2023, Zimbabwe clinched the Natural Beauty in Africa Destination of The Year Award. In addition, Mangaliso Ndlovu, the Minister of Environment, Climate, Tourism and Hospitality Industry received the Best Minister of Tourism for Southern Africa, while ZTA Chief Ms. Winnie bagged the Professional Destination Management Award.


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