The Zimbabwe Tourism Authority (ZTA) has rejoined the International Congress for Convention Association (ICCA) after a two-year absence.
The move seeks to attract new conferences and conventions to the southern African country.
ICCA is the main source of meetings and conferences.
“The presence of Zimbabwe at Institute of Business Travel Management (IBTM) world has also given an opportunity for training in the use of the ICCA database in order to maximise benefits that can be derived from it such as securing conference leads, access to research and marketing tools as well as networking with other members of the association,” said ZTA acting director of national convention bureau, Pauline Ndlovu in a statement.
The ICCA African chapter regional director Esmare Steinhofel said the reinstatement of Zimbabwe at the recently held IBTM World in Barcelona, Spain, was a step in the right direction.
ICCA ranks countries according to the number of association meetings and conferences held at a destination.
Zimbabwe was ranked number 12 in Africa by ICCA in 2016.
South Africa topped the list followed by Morocco, while Rwanda, Egypt and Kenya were tied on position three.
She said the ZTA was going to partner ICCA in capacity building and marketing activities.
The association’s meeting industry is one of the fastest growing sectors in tourism, globally.
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