Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not

more than one consecutive year for the purpose of leisure, business and other purposes. The different categories of tourism may include leisure, cultural, nature based, family, scientific or educational, business traveller as well as service tourism. Tourism is a leading industry in the service sector at the global level as well as a major job provider of jobs and a significant generator of foreign exchange at the national level. It has become one of the largest and fastest growing industries in the global economy. According to the World Travel and Tourism Council (WTTC) the worlds direct tourism industry GDP amounted to approximately US$2.0bn while travel and tourism economy GDP which contributes more in terms of revenue to the industry was US$5.8bn. Also, travel and tourism according to the WTTC is expected to grow in importance over the next 10 years as one of the worlds highest priority sectors and employers. In Africa alone tourism has played an important role in the growth of the economies and continues to contribute immensely to the total employment rate of the countries. It is expected that by 2020 the direct industry contribution will exceed US$100bn while travel and tourism economy GDP will move up to US$313.2bn. In Zimbabwe tourism has played a major role in the turn around of the economy. The tourism industry faced a lot of challenges in the past decade due to political instability, civil unrest, a weak economy as well as the global economic crisis of 2008 which led to the decline of the number of tourist arrivals into the country. This poor image of the country scared many tourist prospects away leading to a reduction in the receipts received from the sector as well as reduction in the tourist arrivals from outside Zimbabwe. However, the economy turned around in 2009 after the introduction of the unity government and has led to the increase in tourist arrivals into the country and the number is expected to sky rocket in the next 10 years. According to the Zimbabwe Tourism Authority (ZTA) 2010 tourism contributed about 11% to the economys gross domestic product resulting in total receipts of about $770 million as well as a totalling about 2.3 million visitors into the country. The total number of earnings and number of visitors into Zimbabwe according to the ZTA is outlined below;

International Tourist Arrivals in Zimbabwe

4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0 2.0 2.2 2.0 2.5 1.9 2.3 2.5 1.6 2.0 2.0 2.3 2.5 2.6 3.0 3.5 4.0 M

Table 1

With the information above one can note that tourism is an important asset to our country and if properly maintained can be the bread basket of the economy. The marketing plans employed by the interested stakeholders should be vigorously maintained so as to put Zimbabwe on the map because Zimbabwe is richly endowed with natural resources, wildlife and human expertise and if properly maintained tourism can far surpass the 11% it is currently contributing to the GDP . Secondly, tourism has contributed immensely towards employment creation and according to The Financial Gazzette of 27-1 June, the tourism sector is responsible for the employment of about 50 000 people and still counting. That is a large number of people and this is good because the more people get employed, the more the unemployment rate is reduced. This will also reduce crime rate, number of dependants and extended families, reduce government spending through reduction of social welfare funds and grants and also increase government revenue through salary taxation. Employment creation will also increase peoples disposable income which means that they have more money left for personal use thereby increasing their spending which in turn also increases government revenue through taxation of business such as supermarkets, manufactures and retail outlets. Besides job creation, tourism has brought about a change in peoples standards of living through employment and foreign currency earnings. Tourism has inspired many indigenous people to desire

to acquire new skills so as to tap into the market. Man and women have had to learn skills such as carving to make curios to sell to tourist and crocodile farming so as to make things such as leather belts and handbags. Many export the curios and the artefacts that they produce which means that foreign currency is getting into the country as well as being a marketing tool for future potential tourists. Also, many have had to undergo training to become tour guides, pilots and wildlife hunting experts so as to accommodate tourists coming into the country needing those services. This has led to them receiving foreign currency that enables them to improve their standards of living and be able to send their children to school and improving their homes. Now that many civilians in the country are working or they are getting enough income to make a living it means that the future of the country is bright because their children, the youth are going to school and therefore we are investing into the future of the country. The youth are the future presidents, doctors, engineers, managers, scientists, teachers and pilots therefore the fact that can afford going to school means that Zimbabwe has a bright future. Also, tourism in the country has brought about infrastructure, superstructure and technological development such as roads, dams, parks and other manmade tourists attractions which were created to boost as well as accommodate tourism. Buildings such schools, banks, hospitals, restaurants, hotels were all built especially in places like Masvingo, Victoria Falls to accommodate the influx of people into those areas because of tourism. Now there are huge investments of infrastructure in most holiday destinations as well as technological facilities such as network boosters for cell phones and internet Rural development is another contribution that tourism has done to the economy of our country. Rural areas were developed and improved to accommodate tourism for example places like Binga which formerly had no form of development now have electricity, schools and lodges thanks to tourism. Now, locations that were bare and fruitless have become fruitful grounds and development has brought life to the rural areas as well as improving the standards of living in the rural areas Tourism has also brought about the formation of small and medium enterprises which have emerged so as to tap into the industry. Small businesses are springing everywhere such as restaurants and food outlets, retail outlets, lodges, salons and supermarkets all wanting to tap into that make and if you visit any tourist destination one would notice the hub of activity to show that everyone wants a piece of the action. Tourism is also a form of a marketing tool which is benefiting other industries in the country because when tourists come into Zimbabwe they are not only limited to the tourist attractions but also are

introduced to the other sectors of the economy that they may invest in. Therefore tourism is also another channel for foreign direct investments into the country. In Zimbabwe there are management companies that have set up such as such as Rainbow Tourism and Group and these also bring in foreign currency into the country from tourists as well as contributing to the employment rate. Tourism also boosts development of support industries in the country such as textile industry which is responsible for sewing hotels uniforms, chefs uniforms and other uniforms in the industry as well as other industries which deal directly or indirectly with tourism through supply of commodities. Also, industries such as agriculture can also benefit in the sense that hotels and restaurants constantly order fruits and vegetables so this therefore boosts the agriculture industry. However, although tourism has brought about an undoubted amount of positive change into the country it also has to a lesser extent, its negative impacts. Tourism is good to a larger extent, however it brings about negative effects such as land and air pollution, deforestation brought about when clearing land for infrastructure, disturbance of wild life and the ecosystem, soil erosion, diffusion of our culture by western culture, disturbs of ecosystem and fauna and flora. In conclusion, tourism has greatly improved the economy of Zimbabwe as well as its citizens and with the forecasted arrivals and contributions in the next five years it is evident that tourism will continue to have a greater influence to the economy of the country.

REFERENCES www.vpmujuruoffice.gov.zw www.nric.net/tourism/core www.icrtourism.org/ www.imara.co. Zimbabwe Tourism Authority Bulawayo offices