Emirates has signed a Memorandum of Understanding with the Zimbabwe Tourism Authority (ZTA) to promote inbound travel and boost visitor numbers. 

Recognising the potential and attractiveness of Zimbabwe as an emerging destination that awaits exploration, Emirates will be working with the ZTA to further boost inbound tourist arrivals, utilising the strength of the airline’s global network. 

The MoU was signed on the side lines of the Arabian Travel Market (ATM) in Dubai this week by Badr Abbas, Emirates’ Senior Vice President Commercial Operations for Africa, and Winnie Muchanyuka, CEO of the ZTA.

Under the agreement, Emirates and the ZTA will collaborate on a range of joint marketing efforts that include tourism promotions, organising familiarisation trips for trade and media, among other activities. Both parties will also explore opportunities for joint advertising campaigns in key markets.

The airline currently operates seven weekly flights to Harare, linked to Lusaka, Zambia.

Emirates also signed two similar MoUs at ATM with Indonesia’s Ministry of Tourism and Creative Economy, and the Moroccan National Tourism Office.