In a move that is anticipated to further tourism promotion for destination Zimbabwe, Al Jazeera Media Network and the Zimbabwe Tourism Authority (ZTA) have entered in to a Memorandum of Understanding that will see the former providing promotional opportunities for destination Zimbabwe and hospitality facilities on its networks reaching out to the global audience.
The strategic partnership agreement between Al Jazeera and ZTA will see Al Jazeera English Channel’s broadcasting and listing all the hospitality facilities in Zimbabwe’s hospitality sector reaching out to affluent local and international audience. The collaboration will also see the institution of a media training on selected members from the Authority.
Speaking on this partnership, the Executive Director of the Global Brand Communications Division at Al Jazeera Media Network, Mr. Abdulla AlNajjar, expressed optimism on the partnership, “We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe.
In addition, as part of our drive to help communities to enhance the quality of journalism and sharing of information. Al Jazeera Media Institute shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership.”
This partnership comes at an opportune time when Zimbabwe is seriously looking at intensifying branding and communications in varied source markets which is in line with the Vision 2025: National Tourism Recovery and Growth Strategy.
Highlighting the importance of this partnership, the Zimbabwe Tourism Authority Chief Executive, Dr Karikoga Kaseke had this to say: “Zimbabwe has been through a negative patch in the past which attracted a spate of unfavorable publicity across its’ markets. Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time where we are looking at regaining the lost market share in various source markets and communications is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe”.