Shield Zimbabwe tourism brand from media onslaught

THE relationship between media power and tourism branding in Zimbabwe is critical, as the country seeks to position itself as a competitive destination in the global tourism market.

Tourism

Charles Mavhunga

Media influence on tourism branding

The media plays a pivotal role in shaping perceptions about travel destinations. Through television, newspapers, online media and social networks, the portrayal of a destination can significantly affect potential tourists’ decision-making.

Positive media coverage highlighting Zimbabwe’s diverse natural landscapes — including the Victoria Falls and the Great Zimbabwe; the rich cultural heritage; and unique wildlife experiences in places like the Hwange National Park — helps in enhancing the country’s tourism brand.

By showcasing the unique experiences available to travellers, many tourists are bound to be attracted to the country.

On the other hand, negative media publicity refers to unfavourable or damaging coverage of the country as a travel destination. Here, falsehoods about the country are spread through news, stories, opinion pieces or social media content. This tends to deter tourists.

Protecting tourism brand

The responsibility of protecting the tourism brand lies with both the Zimbabwe Tourism Authority (ZTA) and the Government. To protect the tourism industry from negative media publicity, the following strategic steps should be taken:

1. Proactive media engagement: The Government and the ZTA should jointly engage media outlets, providing them with accurate and balanced information about the country’s tourism industry. This can involve hosting media familiarisation trips, press conferences and interviews with key stakeholders to showcase positive developments, and address any relevant concerns.
2. Crisis management and communication: Developing a robust crisis management and communication strategy is essential to effectively address any negative publicity. This involves having a clear protocol for responding to crises, providing accurate information, and managing the narrative to mitigate the impact of negative media coverage. It is important to partner travel influencers, bloggers and content creators who have a strong following on social media platforms to promote positive stories about Zimbabwe’s tourism offerings.
3. Destination branding campaigns: Investing in destination branding campaigns that highlight unique attractions, the cultural heritage and natural beauty of Zimbabwe is vital in shaping positive narratives and counter negative publicity. The Government can work with tourism industry stakeholders to advocate responsible media reporting and educate journalists on the importance of accurate and balanced coverage.
4. Monitoring and response mechanisms: Establishing monitoring systems to track media coverage and public sentiment about Zimbabwe as a tourism destination is crucial. This allows for timely responses to any inaccuracies or negative perceptions, helping to shape a more positive narrative.

Lessons from the global world

1. New Zealand: After the devastating earthquakes in Christchurch, New Zealand implemented a comprehensive crisis communication strategy to reassure potential tourists about the safety of other regions and to highlight the country’s resilience. The tourism authorities collaborated with the media to showcase the diverse natural attractions and adventure activities beyond the affected areas.
2. Japan: Following the Fukushima nuclear disaster, Japan’s tourism authorities focused on transparency and accountability by providing accurate information about radiation levels and safety measures. They also promoted cultural and historical attractions, as well as rural tourism experiences, to diversify their offerings and reduce the impact of negative publicity on specific regions.
3. Australia: In response to negative publicity relating to environmental concerns such as coral bleaching on the Great Barrier Reef, Australia launched a sustainable tourism campaign emphasising conservation efforts and responsible travel practices. The country also leveraged on digital platforms to showcase lesser-known natural wonders and indigenous cultural experiences.
4. France: In the face of security concerns following terrorist attacks, France implemented enhanced security measures and collaborated with the media to reassure tourists about their safety. The country also diversified its tourism offerings by promoting rural and gastronomic experiences, in addition to its iconic landmarks and cities.
5. Canada: When negative publicity arose due to wildlife conservation issues, Canada’s tourism authorities engaged in proactive communication with environmental organisations and leveraged on social media to promote responsible wildlife viewing practices. They also highlighted lesser-visited national parks and indigenous tourism experiences to showcase the country’s diverse natural and cultural heritage.

These examples demonstrate how developed countries have taken proactive measures to protect their tourism industries from negative publicity, emphasising crisis management, diversification of offerings, collaboration with the media, sustainable practices, and continuous monitoring and adaptation. Zimbabwe must, therefore, be proactive to protect the local tourism industry from negative publicity.

Charles Mavhunga co-authored textbooks in business enterprising skills, and is currently studying for a PhD in Management at Bindura University. He can be contacted at: [email protected], Cell: 0772989816.