HARARE, May 2 (Xinhua) -- The Zimbabwe Tourism Authority (ZTA), the country's tourism promotion body, on Tuesday signed a Memorandum of Understanding (MoU) with Emirates, one of two flag carriers of the United Arab Emirates, to further boost inbound tourist arrivals, utilizing the strength of the airline's global network.
Emirates' Senior Vice President of Commercial Operations for Africa Badr Abbas and ZTA Chief Executive Officer Winnie Muchanyuka signed the agreement on behalf of their organizations.
"Under the agreement, Emirates, along with the Tourism Authority of Zimbabwe, will set in motion a range of joint marketing efforts that include tourism promotions, organizing familiarization trips for trade and media, among other activities," Emirates said in a statement.
Both parties will also explore opportunities for joint advertising campaigns in key markets, said Emirates.
Muchanyuka said the agreement will enhance the accessibility of Zimbabwe as a tourist destination, while Abbas hailed the pact as a reflection of the confidence that Emirates has in the potential and attractiveness of Zimbabwe as an emerging tourist destination.
"We aim to play a considerable role in raising the profile of Zimbabwe through our strong global connectivity," Abbas said.
Tourism is a low-hanging fruit for Zimbabwe as it is important both in terms of foreign currency generation and employment.
Endowed with both natural and man-made attractions such as the Mighty Victoria Falls, Matopo Hills, Lake Kariba, wildlife at Hwange, Great Zimbabwe Monuments, and Gonarezhou National Park, Zimbabwe is a sought-after destination offering leisure activities for tourists. ■