Prince Mushawevato and  Costa Mano in Victoria Falls
Vice-President Mujuru has called on players in the tourism industry to collaborate with other sectors in order to develop competitive and cost-effective packages.
Officially opening the 37th edition of the African Travel Association (ATA) Annual World Congress here yesterday, Cde Mujuru, who is the tourism patron, said the industry needs to be dynamic.

The congress is running under the theme “African Tourism: Partnering for the Future”.
“A lot of innovation and dynamism is required in this sector for it to sustain a competitive edge, attain and maintain a significant share in the global tourism and travel market. The tourism and travel industry is multi-sectoral and it is highly dependent on the activities of other sectors,” she said.
The Vice-President urged participants to look at African tourism in the global context and ensure business enhances sustainable tourism development on the continent by building business and cultural partnerships.

“Separately, there is need for multi-destination tourism packages which will be enhanced by the introduction of the UNIVISA system, which seeks to ease movement of tourists within the region. The Kavango-Zambezi Transfrontier Conservation Area, better known as KAZA TFCA, which incorporates the Victoria Falls, is such an initiative that seeks to integrate our countries where common attractions are shared.

“With such attractions as are abundant in Africa, there is no reason why tourism-led growth and development should continue to elude us.  Africa is now directing more of its energies towards poverty alleviation and enhancing socio-economic development. The aim is to achieve the Millennium Development Goals (MDGs), whose target date is just around the corner in 2015.  In that context, tourism is regarded as a fast-growth industry that can contribute immensely to the eradication of poverty, achievement of the MDGs and integration of Africa.

“Hence, Africa, in general, and the Sadc region, in particular, should take full advantage of this sector in a bid to improve the livelihood of the people while at the same time, marketing what is the best of Africa to the world.”
Cde Mujuru thanked ATA for hosting the congress in Zimbabwe soon after its readmission last year. Zimbabwe had not been active in the organisation since 1998, and only renewed its membership in 2011 after a long courtship with ATA leadership.

The ATA serves both the public and private sectors of the international travel and tourism industry. It partners the African Union Commission to promote sustainable development of tourism across the continent.

The event attracted a record 615 participants.