The Sunday Mail
Inside two years Zimbabwe successfully hosted two diplomatic conventions of high magnitude – the UN World Tourism Organisation General Assembly (co-hosted with Zambia) and the 34th SADC Summit.
These feats were accompanied by two successful international Christian conventions with the United Methodist Church and Jehovah’s Witnesses choosing the country to hold their conferences in Zimbabwe this year.
The country might also host the Insurance Congress for Developing Countries from September 27 to October 2 at Elephant Hills Resort in Victoria Falls.
The National Convention Bureau (NCB) says Zimbabwe will attract more international conferences before year-end, an indicator that more and more people across the world are starting to see the country as quite hospitable.
While some quarters have tried to downplay the benefits of these meetings, evidence on the ground indicates that conferencing is a major revenue driver.
The International Congress and Convention Association estimates that on average, an international congress generates more than US$1,5 million for the host country.
Experts say such events provide hosts with opportunities to market themselves as both tourist and convention destinations.
NCB executive director Mrs Tesa Chikaponya said: “There are so many benefits of hosting such events as witnessed by the recent Jehovah’s Witnesses’ conference. From that conference alone we have about 3 000 ambassadors who will be talking about Zimbabwe in their countries of origin.”
It is also worth noting that these events do not only bring tourism benefits but also an opportunity for the country to reassure investors that Zimbabwe is stable and predictable enough for them to commit their money and energy for the long haul.
Attended by 900 journalists, 121 official full delegates from member states and 140 other stakeholders, 49 ministers from other governments, and 750 other delegates, last year’s UNWTO General Assembly was, according to Secretary-General Mr Taleb Rifai, the best attended ever.
This means that from this event alone, Zimbabwe had over 1 000 “ambassadors” who could market the country abroad.
Tourism and Hospitality Industry Minister Walter Mzembi has said the US$150 million upgrade of Victoria Falls International Airport and overhauling of roads, water reticulation and sewerage systems were among the tangible benefits the resort town gained from co-hosting the UNWTO.
“It was an excellent exercise in sanctions-busting. There was a huge endorsement for Brand Zimbabwe when you consider that over 120 countries were represented by 700 delegates and 900 affiliate organisations,” he said.
Mr Cleopas Njerekai, who teaches Tourism and Hospitality Management at Midlands State University, said mega events always brought tangible benefits.
“The economic benefits of hosting mega events to host cities as summed up by Kasimati (2007) includes newly constructed event facilities and infrastructure, urban revival, enhanced international reputation, increased tourism, improved public welfare, additional employment, and increased inward investment,” he said.
In the African Journal for Hospitality, Tourism and Leisure, Njerekai said during the UNWTO General Assembly businesses in Victoria Falls recorded significant surges in revenues; particularly hotels and lodges which registered between 35 to 40 percent increases.
“The session of the UNWTO, to a greater extent, lived up to its expectations and brought and left significant economic benefits to the Victoria Falls town,” said Mr Njerekai.
“These benefits were both short-term and long-term and included general urban regeneration in terms of infrastructural developments, employment creation and increased revenues for the various businesses in the town.”
The recent 34th SADC Summit also had its benefits for Victoria Falls and the country at large.
With the international community starting to see Zimbabwe as a good host, it is time for Government, the private sector and churches to invest more in this aspect of a potentially huge industry for the country.
