Zimbabwe’s tourism industry, once the country’s second largest foreign currency earner, has declined sharply in the past few years as a result of the ongoing economic and political crises.
In 2003 the tourism sector shrank 13%, and a further four percent in 2004. In a bid to combat negative perceptions about the country and encourage visitors to return, tourism officials and the government have roped in an unlikely ally — taxi drivers.
The Hospitality Association of Zimbabwe (HAZ), a coalition of hotel and safari operators, is encouraging taxi drivers operating at airports and resorts to give tourists a positive impression of Zimbabwe, because they are often the first people tourists meet when arriving by air.
HAZ president Francis Ngwenya said that the programme, which started last month, would run for a year.
”Visitors rely on them [taxi drivers] for the goings-on in the country — hence our engagement. We want to make sure tourism regains its place as a major contributor to the gross domestic product (GDP), creates employment and improves foreign currency inflows,” Ngwenya said.
”The number of tourist arrivals has dwindled in the past, mainly because of the negative publicity the country has received from the international press. Our desire is to counter such negativity and promote the industry in the best way we can. We believe taxi [drivers] are important partners in this struggle, and can really make a difference,” he added.
Zimbabwe boasts some highly rated attractions, such as the Victoria Falls, Lake Kariba and the Great Zimbabwe ruins, but since the fast-track land reform programme in 2000, after which Zimbabwe’s economic and political crisis began deepening, tourists have shied away.
While HAZ is confident that the ”taxi driver” strategy will work, some tourism marketers and economists are a little sceptical: most say the crisis bedevilling the country is too glaring to ignore, although they have pledged their commitment and are willing to play a part in sprucing up the country’s battered image.
Taxi driver Jonathan Mafuka, who operates from the Joshua Mqabuko Nkomo airport in Zimbabwe’s second city, Bulawayo, said visitors were generally inquisitive about the current state of affairs in the country and were always concerned about their security.
”Generally tourists are very curious and the first thing they want to know is: how safe it is to be in Zimbabwe?” Mafuka commented.
”These days they also tend to ask if there are any prospects of street protests, food riots, how wildlife is coping in view of land reforms, etc. So, really, it takes an effort for one to cheat them into thinking that all is well.”
He said he knew about the HAZ programme, but ”it’s like we are being turned into propagandists, and we have to be paid for that”.
HAZ said there were no immediate plans to pay taxi drivers for promoting tourism, although it was an issue that would be discussed soon.
Zimbabwe used to record some of the highest numbers of foreign visitors in Southern Africa, mostly from Europe, who spent millions in foreign currency. But the situation has changed drastically in recent years.
Now the few tourists who visit Zimbabwe are mainly from the East — China, Korea and Malaysia, according to government records — a reflection of the government’s ”Look East” policy, adopted in response to sanctions by Western donors.
Visitor arrivals from China increased from 4 960 in 2003 to 24 437 in 2004, while the number from Malaysia rose from 1 030 to 3 369 during the same period.
However, HAZ noted that if Zimbabwe were going to boost its declining foreign currency reserves, it would have to increase tourism promotion in European countries.–Irin