Following recent political events in Zimbabwe, the tourism industry believes the sector is set to perform to its full potential with the appointment on November 30 of Cde Pricah Mupfumira as new Minister of Tourism and Hospitality.

Ross Kennedy, CEO of Africa Albida Tourism, said the potential for growth in tourism in Zimbabwe was immense and that enquiries and new bookings had already seen a spike.

“We have had emails, calls and social media messages from across the globe from people wishing us well and advising that their website hits and enquiries on their Zimbabwe pages had quadrupled in more than a week.

“[Tourism is] already the third pillar of the economy and, with a history of even greater successes in years gone by, the new dispensation in Zimbabwe has created an energy, excitement, positive ambition and momentum that is hard to stop.”

Kennedy said they were pleased to see the appointment of a new Cabinet and looked forward to working with the new Minister.

“She has a wonderful opportunity in a positive and success-driven industry to create an enabling, operating and investment environment for tourism. Her background includes many years in the corporate world and so the Minister understands the needs and challenges of operating a business in Zimbabwe and, knowing my colleagues as I do, we shall all strive to grow tourism in leaps and bounds, with her support and guidance,” concluded Kennedy.

Jann Kingsley, Managing Director of Seolo Africa, said, given the opening of Chundu Island last month, and preferred partner, Masuwe Lodge in April, they were very optimistic that the recent political events in Zimbabwe meant positive change and a new dawn for the country and its people.

“It is the tourism industry that will feel the effects of this change the soonest,” she said

Arno Delport, Sales and Marketing Manager at Acacia Africa said: “The appointment of Mupfumira is a sign that real change is on the horizon.

“Anyone considering a safari in 2018 will now have the peace of mind to book well ahead of peak season, and the recent satisfactory outcomes are likely to put Southern and East Africa as a whole in a more positive light, therefore encouraging more first-time safari-goers and families to spend their holiday in these regions.” 

Julian Asher, Owner of Timeless Africa said he expected to see more interest in Zimbabwe once prime booking season kicked off in early 2018.

Cresta Hotels CEO, Glenn Stutchbury, said: "One of the benefits of the recent massive level of international publicity for Zimbabwe is that more people recognise and know the country than before, and if we can harness this understanding to promote travel here, then we will have done ourselves a major service, over and above the obvious positive outflows from the situation,” reported allAfrica.

Mupfumira was recently removed by former President Robert Mugabe as the Public Service Minister.

She has a corporate background and was once Managing Director of Victoria Foods as well as Group Communications Director of CFI Holdings. She previously worked at Unilever (previously Lever Brothers) for 15 years and is the former Chairperson of the Minerals Marketing Corporation of Zimbabwe.

Mupfumira was previously one of Mugabe’s favourites, and reportedly close to Grace Mugabe. However, according to those close to Mupfumira, she started mixing with Emmerson Mnangagwa when he was Vice President, and was subsequently replaced, reports The Independent.