Airlines and tourism authorities collaborate– no one can do it alone
The expansion and extension of route networks is always a key goal of any airline, but unless aircraft can be filled with passengers that route may never be established and developed. It is prudent that tourism boards, airlines, and airports work in conjunction to develop routes that stimulate tourism.
We are pleased to collaborate with Emirates and signing this MoU will cement this relationship further. Zimbabwe is an emerging major centre for tourism, business travel, as well as wildlife tourism and the increased levels of inbound travel are consistent with the growth in numbers of visitors to the country,” ZTA chief executive officer Winnie Muchanyuka said during the signing of the MoU.
She noted that connectivity plays an important role in tourism growth and Zimbabwe is confident that this partnership with Emirates presents a solid conduit that will culminate in an increase in tourist arrivals, and most importantly trade, from the Middle East and the world at large, to Zimbabwe.
Gifted with natural and man-made attractions such as the Victoria Falls, Matopo Hills, Lake Kariba, wildlife at Hwange, Great Zimbabwe Monuments, and Gonarezhou National Parks, Zimbabwe is a sought-after destination offering leisure activities for tourists.
Tourism boards are responsible for stimulating visitor numbers and have their own needs and strategies which airlines can support. In May this year, Emirates along with the Zimbabwe Tourism Authority (ZTA) set in Authority (ZTA) set in range of joint marketing efforts that include tourism promotions, organising familiarisation trips for the trade and media, and other activities. Both parties will also explore opportunities for joint advertising campaigns in key markets.
“Access to the destination is a critical element of tourism in Zimbabwe.
By working in collaboration with local tourism boards and authorities, airlines, and airports can develop strategies that not only meet the goals of the airline and its passengers but also stimulate tourism to the county in a measured and sustainable manner.
In essence, if tourism is well managed with strong support from air transport, it can reduce poverty levels through stimulating employment and other associated benefits. Data gleaned from the International Air Transport Association (IATA), indicates that out of 1.4 billion tourists crossing borders every year, 57 percent will arrive by air. Tourism motivated by aviation is estimated to have created approximately 37 million jobs worldwide and to contribute approximately USD 897 billion annually to the global Gross Domestic Product (GDP), a share of 10.4 percent. IATA expects this to rise by 3.7 percent annually between now and 2036.
It is uneconomical for airlines to simply launch new services to random destinations. While appreciating and taking note of gaps in service provision.
The expansion and extension of route networks is always a key goal of any airline, but unless aircraft can be filled with passengers that route may never be established and developed. It is prudent that tourism boards, airlines, and airports work in conjunction to develop routes that stimulate tourism.
Tourism boards are responsible for stimulating visitor numbers and have their own needs and strategies which airlines can support. In May this year, Emirates along with the Zimbabwe Tourism.
Authority (ZTA) set in motion a range of joint marketing efforts that include tourism promotions, organising familiarisation trips for the trade and media, and other activities. Both parties will also explore opportunities for joint advertising campaigns in key markets.
“Access to the destination is a critical element of tourism in Zimbabwe. We are pleased to collaborate with Emirates and signing this MoU will cement this relationship further. Zimbabwe is an emerging major centre for tourism, business travel, as well as wildlife tourism and the increased levels of inbound travel are consistent with the growth in numbers of visitors to the country,” ZTA chief executive officer Winnie Muchanyuka said during the signing of the MoU.
She noted that connectivity plays an important role in tourism growth and Zimbabwe is confident that this partnership with Emirates presents a solid conduit that will culminate in an increase in tourist arrivals, and most importantly trade, from the Middle East and the world at large, to Zimbabwe.
Gifted with natural and man-made attractions such as the Victoria Falls, Matopo Hills, Lake Kariba, wildlife at Hwange, Great Zimbabwe Monuments, and Gonarezhou National Parks, Zimbabwe
is a sought-after destination offering leisure activities for tourists.
By working in collaboration with local tourism boards and authorities, airlines, and airports can develop strategies that not only meet the goals of the airline and its passengers but also stimulate tourism to the county in a measured and sustainable manner.
By working in collaboration with local tourism boards and authorities, airlines, and airports can develop strategies that not only meet the goals of the airline and its passengers but also stimulate tourism to the county in a measured and sustainable manner.By working in collaboration with local tourism boards and authorities, airlines, and airports can develop strategies that not only meet the goals of the airline and its passengers but also stimulate tourism to the county in a measured and sustainable manner.
In essence, if tourism is well managed with strong support from air transport, it can reduce poverty levels through stimulating employment and other associated benefits. Data gleaned from the International Air Transport Association (IATA), indicates that out of 1.4 billion tourists crossing borders every year, 57 percent will arrive by air. Tourism motivated by aviation is estimated to have created approximately 37
million jobs worldwide and to contribute approximately USD 897 billion annually to the global Gross Domestic Product (GDP), a share of 10.4 percent.
IATA expects this to rise by 3.7 percent annually between now and 2036. It is uneconomical for airlines to simply launch new services to random destinations. While appreciating and taking note of gaps in service provision is a good starting point, only through close collaboration can that route be assured of success.
By working alongside tourism boards, airlines can increase awareness and public engagement through planned campaigns. On the flip side, tourism boards can ensure aviation is in line with economic development designed to spur progress.
An influx of tourists requires the attendant infrastructure and facilities to manage the additional inflow. This takes into account the availability of accommodation, an efficient transport network, as well as communication channels.
Tourism boards and airports have become increasingly sophisticated in terms of marketing and promotion, but there is sometimes still a gap in communication between them and the airlines which serve their countries.
Airlines are more frequently looking to connect beyond the airports when considering new routes and are actively seeking to engage with tourism boards to inform and support their development.
Tourism boards also need to develop a better understanding of the process involved in route planning. This can help them to work more effectively with airports and to secure connectivity to their destinations.
Text by Perry Kaande
