The Zimbabwe Tourism Authority (ZTA) is on a mission to try and revive the once thriving tourism sector through their Perception Management Programme. The programme involves bringing opinion leaders and celebrities to the country who will then hopefully go on to share their experience of Zimbabwe with the world. Late last year the ZTA invited Jamaican reggae star Luciano aka “The Messenger” to Zimbabwe where he performed hits such as ‘One Away Ticket
A few weeks ago American R&B sensation Joe Thomas commonly known as “Joe” who is well known for the hit song ‘Good Girls
Most people understand the concept that you have to spend money to make money but I don’t know if spending that amount of money on musicians will do a lot to revive tourism. Yes, there may be a lot of hype around the period of their arrival but that dies down after their departure and life in Zimbabwe goes on as per normal. The musicians go back to doing what they do in their everyday lives with their pockets a little fatter. What the ZTA wants is for these musicians to act as ambassadors for Zimbabwe but I don’t see that as being much help especially when one of them was reported to have said he had not really heard of Zimbabwe until he was invited to the country.
The amount of money that the ZTA has spent on bringing Luciano and Joe to Zimbabwe could have gone to much better use. There are a number of ways in which the government could have used the rare foreign currency to benefit the people of Zimbabwe. I am not an expert on marketing but I am sure there are a number of long term measures they can implement to try and revive tourism. The ZTA say they also have stars such as Beyonce Knowles lined up to perform in Zimbabwe. With her international acclaim it will cost a fair penny to have her perform. If she does perform will it be money well spent or just a waste?
Wow!US$50 000.00 is that how much they paid Joe? Surely how can they justfy spending that kind of money on such one off visits.
The country may get that little bit publicity but I don’t think they will generate enough revenue through these efforts to justfy expenditure invovled.
ZTA should be working hard together with the government to improve tourists attractions and infrastructure in the country. They should be looking at making it easy for tourists to travel to Zimbabwe and also within the country.
My point exactly Sebastian. That amount of money could have gone to much better use. A number of improvements need to be made to tourist attractions and infrastructure. There is no point in promoting a place if it is falling apart and not in the best shape it can be in. Hopefully they will realize this soon and make the necessary changes.