The recent violent demonstrations in Zimbabwe’s capital, Harare, have reversed the country’s tourism marketing efforts, says Tourism and Hospitality Industry Minister, Walter Mzembi.

Last week the United States Embassy, Canada and Australia issued separate statements on the protests expressing their concern and saying they were monitoring recent threats.

According to Mzembi, the sector had managed to reposition Brand Zimbabwe largely because, despite national differences, these had previously not translated into public conflict to the extent where it constituted a security threat warranting travel advisories.

Mzembi said his efforts were being thrown down the drain because of violence erupting in the country and that recent events and protests had hurt tourism in Zimbabwe badly.

“We’ve succeeded to date in repositioning Brand Zimbabwe, largely because, despite national differences, they’ve not translated into public conflict to the extent where it constitutes a security threat warranting travel advisories, which we successfully negotiated away in 2009,” he said.

In the past weeks, Zimbabwe has seen its citizens take to the streets engaging in violent demonstrations that include destruction of infrastructure and looting in retail shops. Last week the Harare Agriculture Show was brought to a premature end as running battles involving the police and demonstrators interrupted the annual event.

According to reports another national shutdown has been slated for August 31.

Tourists are wary of their safety in the country although the protests are mainly focused in Harare where the international airport is situated.