By Margaret Kamba 

Minister of Tourism and Hospitality Industry, Honorable Barbara Rwodzi, is in London to advance the tourism agenda of the country at the World Travel Market 2023.

The tourism sector which was previously dominated by the elite has seen a lot of participation from a lot of black people who are harnessing immensely from the low hanging fruit through community based tourism and small run businesses among other value chains within the industry. 

Efforts have also been made to ensure that double digit margins are attained through supporting tools which range from Meetings, Incentives, Conferences and Exhibitions MICE which have witnessed Zimbabwe hosting some of the biggest global meetings.

Speaking on the sidelines of the WTM, Minister Rwodzi said the platform provides an opportunity to harness this second largest market.

"The United Kingdom is the second largest market for Zimbabwe considering that just last year, we received 53 000 visitors from the UK market. As such, we want to grow this market and participation at the WTM is key to us as the Ministry of Tourism," Minister Rwodzi said.

"We have so much conversation with other destinations and our expectation is to increase the arrivals in the year 2023 to end 2024."

The WTM enables the growth and development of the global travel industry and Zimbabwe's participation at this platform improves its visibility which also borrows from deliberate policies taken by the Second Republic under the visionary leadership of His Excellency President E.D Mnangagwa.

The WTM follows shortly on the heels of Zimbabwe's very own Sanganai/Hlanganani World Tourism Expo, which was held in Bulawayo and brought various Tourism players from the globe.

Minister Rwodzi has already met with the Jordan Minister of Tourism and Antiquities Hon Makram Mustafa Queisi and her Malawian counterpart Minister of Tourism Hon Vera Kamtukule.