By Daniel Chigudu
Jenfan Muswere, who was acting Minister of Tourism at the launch of the Meet in Zimbabwe Campaign, says the brand has potential to turnaround the country’s tourism sector.
Meet In Zimbabwe Campaign, is part of the Meetings Incentives Conventions and Exhibitions (MICE) strategy.
MICE is a unique and specific form of group tourism where the tourists or travellers travel to attend various business events and leisure gatherings in their professional or individual capacity.
Zimbabwe is said to have a huge MICE potential which is yet to be tapped. This potential is what has informed the launch of the Meet in Zimbabwe Campaign.
Under the campaign, Zimbabwe is going to be marketing its MICE facilities to both the local and international markets.
Speaking at the launch the minister said MICE is one of the pillars that will drive tourism into a US$5 billion sector in the country.
‘’In terms of tourism growth strategy and recovery, MICE is one of the key pillars which is going to turnaround the tourism sector as we move towards a US$5 billion tourism sector by the year 2025.
‘’Why should we utilise the MICE? The MICE brand is a game changer this is where buyers and exhibitors, visitors and travellers, domestic tourism and international tourism is fused.
‘’I have had the opportunity to listen to my colleague (Tourism Minister Mangaliso Ndlovu) when he launched the Zimbho which focuses much on domestic tourism. The launch today which we are witnessing the MICE is one of the flagship products that we must utilise as a country. Why should we be utilising the MICE? It will certainly ensure that we improve on our GDP. It will domesticate the value chain; it will support and expand the tourism sector in Zimbabwe,’’ he said.
According to the acting minister, people should meet in Zimbabwe because it meets all the requirements for MICE tourism.
He said the government has also moved in through various support to ensure the tourism sector remain within international tourism standards.
‘’Why should everyone be in Zimbabwe? And why are we launching the Meet in Zimbabwe Campaign?
‘’It’s because Zimbabwe prides itself with human capital development. We have a vast and wide spread of knowledge and experience in the hotel and tourism sector.
‘’Ladies and gentlemen, not only do we pride ourselves in flora and fauna, but the government has also moved in to ensure that the National Tourism Recovery and Growth Strategy is implemented, by ensuring that government provides financial guarantees.
‘’Not only that, in terms of health, we have, moved to ensure that we force COVID-19 protocols. So, we want to urge all citizens of the world that Zimbabwe is ready to welcome you to Zimbabwe, and we should all meeting in Zimbabwe as we launch the Meet in Zimbabwe Campaign.
‘’The launch of this MICE Meet in Zimbabwe Campaign today is testimony to government explicit goal in terms of ensuring that the tourism sector recovers.
‘’In terms of taxation, so many taxes have been waivered and outside that we have ensured that there is the upgrading, construction, and modernisation our airports, of new border posts and of hotels.
‘’So far to date US$100 million has been invested in the tourism sector. And MICE business, in terms of the global trends is big business, annually, US$805 billion has been utilised in the MICE business and it is expected that in the next two years the tourism sector business anchored on MICE globally will move to at least US$1.4 trillion,’’ he said.-