ZIMBABWE has been awarded the African Rising Star Country Branding Award from Bloom Consulting, a Spain-based company that focuses on strategy consulting and specialises in nation branding.
The award is given to a destination that showed extraordinary improvement on the tourism growth rate and enhanced focus on brand strategy. According to a report released by Bloom Consulting, Zimbabwe won having moved five places up to position 13 from 18 out of the 37 countries that were evaluated.
Zimbabwe Tourism Authority (ZTA) chief executive Karikoga Kaseke said the achievement “means a lot especially from a destination marketing point of view and it’s an indication that brand Zimbabwe has a bright future”.
“We will take seriously the citation by Bloom Consulting particularly areas where we are not doing well as a destination so that we can further improve our brand equity. Such areas include digital demand and online performance, we are already seized with those issues and working on them,” he said.
The overall purpose for the ranking was to measure the performance and effectiveness of each country brand from a tourism perspective.