Zimbabwe set for debut at New York Times Travel Show

With the increased significance of the Americas market to Zimbabwe tourism arrivals, the Zimbabwe Tourism Authority (ZTA) is set to make a debut at the New York Times Travel Show scheduled for 24 – 26 January 2020 at the Jacob K. Javits Convention Center in New York, United States of America.

Zimbabwe’s presence at this leading North America fair is anticipated to further the country’s visibility, manage perceptions and foster assurance in this critical market. Contributing 95 025 arrivals recorded in 2018, The United States of America remains Zimbabwe’s top performing overseas market with an average spending of 888 dollars per traveler according to the Visitor Exit Survey.

‘In the past decade, the United States of America (USA) has been topping the overseas market chart with an incremental growth year by year. At its peak in 2017, it recorded 101,206 arrivals. We are therefore very much concerned with this drop and as such intensive marketing strategies have been devised to recuperate this diminishing market share. This will entail roadshows, educational tours, trade trainings, media engagements and sales calls,’ lamented the ZTA Acting Chief Executive.

The New York Times is the largest Travel Trade and Consumer Show in North America attracting more than 35,000 attendees with over 700 exhibitors from more than 175 countries. Zimbabwe’s participation comes after a long absence of intensified marketing and promotional programs in North America despite the continuous positive performance this market.

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