MADRID – The recently concluded Feria Internacional de Turismo/International Tourism Trade Fair (FITUR), according to the Zimbabwe Tourism Authority (ZTA), was a success since it provided local players with opportunity to enter the Spanish market.
The 43rd iteration of the five-day tourism fair in Madrid, Spain, came to an end on Sunday.
The exhibition, according to Winnie Muchanyuka, chief executive officer of ZTA, was a success for the country of Zimbabwe.
ZTA was happy to have been a part of the show’s physical re-opening following the COVID-19 pandemic, according to Muchanyuka.
“This year’s edition was attended by the tourism professionals and the key trade for inbound and outbound tourism from the globe and most importantly, the Spanish-speaking market,” she said.
“We collaborated with Spanish operators on our stand, this in an effort to explore the market to see if we can entice arrivals into the destination and prop up our receipts as we seek to measure up to our targets.”
Muchanyuka added that in their interactions with markets like Cuba, Guatemala, Panama, and El Salvador, among others ZTA was “over-ornated.”
The goal, according to Muchanyuka, is for the Zimbabwe tourism sector to reach out to as many markets as possible, especially those with the greatest potential for traction and growth.
The ZTA leader revealed that her organisation was also looking for new digital partners for services such as digital marketing, market research data, and analysis.
“We met with a wide range of tech companies such as Booking.Com, Expedia, Amadeus with the view of creating relatively cheaper destination marketing and communication options.“
– Ms. Winnie Muchanyuka, (Zimbabwe Tourism Authority CEO)
In order to better understand behavioural characteristics of customers and better target its marketing efforts, the Zimbabwe Tourism Authority is eager to explore data analysis as a business intelligence tool.
The international travel expo this year drew more than 10 487 businesses from 165 nations, 142 642 trade guests, and 110 848 members of the public.
Its key themes were innovation, sustainability, and cutting-edge fashion. The fair’s goal includes assisting in the revitalization and expansion of the tourism industry.
