The Zimbabwe Tourism Authority (ZTA) and Zimbabwe Cricket have launched a three-year partnership, ‘Visit Zimbabwe Promotion’, to promote Destination Zimbabwe.

The partnership was launched by Zimbabwe President, Emmerson Mnangagwa.

Cricket national teams – from junior to senior level – will wear clothing branded ‘Visit Zimbabwe, A World of Wonders’ on the sleeve.

Commenting on the partnership, Mnangagwa said the promotional campaign was “a warm welcome” extended to the world to visit Zimbabwe.

“Growth of tourism has been anchored on an innovative and aggressive marketing strategy.” The synergy, he said, was welcome and leveraged on Zimbabwe’s membership with the International Cricket Council.

ZTA spokesperson, Godfrey Koti, said sport was an important component of tourism. “We have seen the importance of sport. We have seen value in each other and we have identified the potential that comes with this partnership.”

Bulawayo-based Elgiboh Guest Lodge MD, Sibongiseni Ngwenya, said it was a good move. “The Rwandan president took the same route with a football club in Europe and it is paying dividends. We need the outside world. Let's look at more partnerships with influential clubs like Manchester United.”