Zimbabwe Tourism Authority(ZTA) has entered into a Memorandum of Understanding (MoU) with Al Jazeera Media Network in providing promotional opportunities for destination Zimbabwe and hospitality facilities on the company’s networks reaching out to the global audience.
Al Jazeera is a media network that is available in over 150 countries access to 380 million homes and over 1.6 million hotel rooms around the world.
“We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe”said Executive Director of the Global Brand Communications Division at Aljazeera Media Network, Abdulla AlNajjar speaking on the partnership, “In addition, as part of our drive to help communities to enhance the quality of journalism and sharing of information.
“Al Jazeera Media Institute shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership.”
The partnership between Al Jazeera and ZTA comes after Zimbabwe got a negative perception from international media, which has been reporting on human rights and democracy issues in the Southern African nation.
“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavorable publicity across its’ markets,” Zimbabwe Tourism Authority Chief Executive, Dr. Karikoga Kaseke said,
“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”.
Tourism receipts in Zimbabwe recorded a 12% growth to $917 million in 2017 from $819 million in 2016.
Al Jazeera media Networks is inclusive of Al Jazeera Arabic, Al Jazeera English, Al Jazeera Balkans, Al Jazeera Mubasher, Al Jazeera Documentary and AJ+ digital platform.
The partnership between Al Jazeera and ZTA will see Al Jazeera English Channel’s broadcasting and listing all the hospitality facilities in Zimbabwe’s hospitality sector reaching out to affluent local and international audience.