(HERALD) Indaba set to witness launch of Zim brand

Indaba set to witness launch of Zim brand
By Costa Mano in Durban
Saturday, 07 May 2011 23:02

ZIMBABWE is set to launch its new brand “Zimbabwe: A World of Wonders” here tomorrow at a ceremony that coincides with Africa’s largest travel trade exhibition — Indaba — at the Albert Luthuli Convention Centre.

Tourism and Hospitality Industry Minister Engineer Walter Mzembi will deliver the keynote address while Zimbabwe’s music giant, Oliver Mtukudzi, will spice up the event with his brand of Tuku Music.

Speaking to The Sunday Mail yesterday, Zimbabwe Tourism Authority (ZTA) chief executive Mr Karikoga Kaseke said tomorrow’s ceremony marks the first time the brand will be launched in Africa. He said the indaba provided an ideal platform to unveil the brand given its reputation as the continent’s premier travel trade show.

“We have chosen to launch the brand here because the indaba is strategic. It is the biggest travel show in Africa and we saw it proper to launch it here,” he said.

“Taking from what the public relations company we hired has briefed me, all looks well and in order; we can look forward to the launch tomorrow.”

Mr Kaseke said although launches done at similar travel shows had progressed smoothly, the brand’s performance could only be judged 12 to 18 months after the launch.

“We are ready and I am very pleased that we are launching this new brand at a time our tourism industry is improving,” he said.

“We abandoned our previous brand “Africa’s Paradise”.
“We are not only targeting Christians but the Moslem world as well as other religions.

“We have been pursuing the East as well as the Middle East and the word paradise has different connotations in those communities.”

Meanwhile, the first day of the indaba saw the Zimbabwe stand being a hive of activity as interest in the country’s tourism product continues on an upward trend.

Several companies are exhibiting. Apart from the launch, the fair presents an opportunity to recruit buyers and travel media for Zimbabwe’s own travel trade show, Sanganai/Hlanganani. The ZTA boss was pleased with the traffic, saying this signified an improvement in the country’s tourism industry.

“Tourism is back on the recovery path and there is no better confirmation than what we are witnessing here.”

He added that Western sanctions against the country were hampering the sector’s speedy take-off.

“We sent our chief operating officer (Mr Givemore Chidzidzi) to the EU headquarters in Brussels so we could be assisted in the same manner other regional countries have been assisted.

“However, we were bluntly told that there was nothing for us there and, thus, we have funded our own exhibition here as we have done at other fairs around the globe. I am not talking politics but economics. I am happy that we have still managed to do well.”

ZTA spent over US$150 000 in putting together the indaba exhibition.
The funds covered stand space and construction as well as accommodation and travel expenses for the ZTA team and journalists.