The Zimbabwe Tourism Authority (ZTA) and Al Jazeera Media Network have signed a Memorandum of Understanding (MoU) in a bid to promote Zimbabwe as a destination.

The MoU will see the Al Jazeera providing promotional opportunities for destination Zimbabwe and hospitality facilities on its networks reaching out to the global audience.

Speaking on the partnership, Executive Director of the Global Brand Communications Division at Aljazeera Media Network, Mr. Abdulla AlNajjar expressed confidence at the partnership.

“We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe. In addition as part of our drive to help communities to enhance the quality of journalism and sharing of information. Al Jazeera shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership” said Mr. AlNajjar

ZTA Chief Executive Officer, Dr. Karikoga Kaseke said after what the country has gone through the partnership comes at a crucial time where Zimbabwe is regaining lost market.

“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavourable publicity across it’s markets. Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time where we are looking at regaining the lost market share in various source markets and communications is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe” said Dr. Kaseke

The partnership comes at an opportune time when Zimbabwe is seriously looking at intensifying branding and communications in varied source markets which is in line with the Vision 2025: National Tourism Recovery and Growth Strategy