The ManicaPost
Liberty Dube : Business Correspondent
TOURISM players in Manicaland have continued to devise strategies to stay afloat and counter the liquidity crunch bedevilling the sector and country at large by introducing new and unique products aimed at promoting domestic tourism and broadening clientele base.
Manicaland’s major tourist destinations, Mutare/Vumba and Nyanga recorded declines in hotel room occupancy of -7 percent and -2 percent respectively during the first quarter of 2016 compared to the same period last year according to Zimbabwe Tourism Association recent statistics reflect.
Most players interviewed recently revealed that average room occupancy in their respective tourism resorts had gone down saying they were already applying measures aimed at luring more clientele as well as retain them.
Troutbeck Inn general manager, Mr Charlton Chimbira, said they had lowered their rates to accommodate the troubled national fiscus as well as increase value addition through introducing unique activities to lure more clientele.
“We cannot afford to sit back and relax but devise ways to boost our business. We have lowered our rates to reasonable rates so that we accommodate both local and foreign clientele.
“Despite recording a slight decrease in terms of room occupancy compared to last year, we have increased market awareness on unique products that we are offering such as hosting international competitions such as Triathlon, golf tournaments that bring together scores of people from across the world. We have also introduced activities that have not been available such as trout building to boost our stocks in our dams and it is working pretty well,” said Mr Chimbira.
The hotel, which managed to maintain its unique brand in the wake of other competitors in Nyanga district, will host a golf invitational tournament that is set to draw scores of people from across the country on October 14 and 15.
Golden Peacock Villa Hotel assistant manager, Mr Willard Madhombiro, said they had lowered their rates and come up with tailor-made products that accommodate their major clientele who are government departments and non-governmental organisations.
Willard Madhombiro
“Most of our rates used to cater for certain market, which is the regional and foreign market but we lowered them to cater for everyone as we seek to promote domestic tourism.
“We realised that there is need for us to be flexible and work with companies’ budgets and tailor make products that suit their needs to create a win-win situation.
“Considering the liquidity crunch, we realised that we don’t need to be rigid anymore.
“We continue to serve our guests with top class cuisines among other affordable products,” said Mr Madhombiro who is also the hotel’s food and beverages manager.
White Horse Inn co-director, Mr Frank Marembo, said they had recorded a huge slump from January to August, comparing to the same period last year.
Frank Marembo
“Half a loaf is better than nothing. We can’t maintain the old rates considering the liquidity crunch and lose our esteemed guests so we lowered our rates much to the satisfaction of our clientele while offering the same exclusive services.
“We actually constructed a big conference room and refurbished other rooms to accommodate more clients, particularly during workshops and seminars.
“Period January to March was quite bad in terms of room occupancy but it later improved slightly between April and July. We have also stepped up efforts to promote our product in the international and regional market through social media,” he said.
Musangano Lodge, situated a few kilometres along Harare-Mutare highway has also been hard-hit by the liquidity crisis that has seen the hotel recording low occupancy.
The hotel’s general manager, Mr Leonard Bwanya, said there was need for collective vigorous marketing of the Eastern Highlands brand.
Leonard Bwanya
“Business has been really bad. Guests have not been coming hence there is need to vigorously market the Eastern Highlands product which the potential to sail high if it is well popularised. Look at how the Victoria Falls is marketed. Occupancy, however, is affected by a lot of things such as incessant highways in the highways something that deter regional and foreign tourists to travel freely without hindrances. Internationally, vacation leaves have also been reduced from about 10 – 12 days a year, driving becomes time consuming. Subsequently, there is need for the government to consider erecting a functional airport since it encourages travel efficiency as well as draw more investors in the industry,” he said.
He added: “That is why we do not have a single car hire company in Mutare. We are losing potential revenue because of unavailability of critical products in the tourism sector.”
