Emirates and the Zimbabwe Tourism Authority renew partnership
Zimbabwe has laid out ambitious tourism objectives as it aims to become a leader in sustainable tourism in Africa by 2030
Story by Catherine Murombedzi
Dubai, UAE — Emirates and the Zimbabwe Tourism Authority have renewed their Memorandum of Understanding (MoU), recommitting to the shared goal of introducing more international tourists to the market.
The partnership, signed at Arabian Travel Market (ATM), reinforces the airline’s longstanding commitment to Zimbabwe through attracting visitors from across its global network of more than 130 passengers.
The MoU was signed by Badr Abbas, Senior Vice President of Commercial Operations for Africa and Ambassador Lovemore Mazemo for the Zimbabwe Tourism Authority, in the presence of Nabil Sultan, Executive Vice President Passenger Sales and Country Management and Dr Sinikiwe Gwatidzo, Vice Board Chairperson, Airports Company of Zimbabwe along with other senior officials.
“Zimbabwe is a key emerging destination in Africa, attracting more international visitors every year who want to experience the country’s bountiful nature and embrace the warm culture. With this partnership, we renew our commitment to boosting inbound visitors and to continue flying passengers better with Emirates to and from Zimbabwe,” said
Badr Abbas.
Mr William Stima weighed, saying the MoU was a significant milestone in strengthening collaboration between the two entities.
“We are delighted with the renewal of the Memorandum of Understanding (MoU) between the airline and the Zimbabwe Tourism Authority. This signifies a significant milestone in strengthening collaboration between the two entities. This initiative is crucial for implementing strategic promotional programs that aim to boost travel to Zimbabwe,” said Mr Stima.
Under the MoU, Emirates will continue to identify key markets to promote Zimbabwe as a competitive tourism destination and encourage travelers to experience its diverse natural wonders, exotic wildlife, and the vibrant cultural attractions.
In turn, the Zimbabwe Tourism Authority will work closely with the airline to develop programs for trade partners and tour operators to market and stimulate the industry. Both partners will explore incentives, familiarisation trips, and other marketing initiatives to stimulate tourism bookings into Zimbabwe. 
Zimbabwe has laid out ambitious tourism objectives as it aims to become a leader in sustainable tourism in Africa by 2030, marking it as a must-visit destination on the global map. The ongoing partnership between Emirates and the Zimbabwe Tourism Authority supports this vision, increasing visibility in international markets and attracting visitors from markets such as the UAE, UK, China, and Australia to the country.
Emirates first began operations in Harare in February 2012. Just over a decade later, the airline has carried 1.12 million passengers since the inaugural flight, facilitating better travel and trade links with the wider world.
