The Pacific Asia Travel Association and Zimbabwe Tourism Authority joined to target travellers in the Asia Pacific market. The two parties hope the agreement will increase the interest of Asian travellers, particularly those from mainland China, regarding Zimbabwe’s travel options. “Gone are the days when just being a tourist destination was a selling point on its own. Now, with the growth of the digital world, destinations must be more innovative to get the much-needed attention from tourists in the face of growing competition. We have no doubt that the journey that we are embarking upon with PATA will go a long way to penetrate the huge Asia Pacific market,” said Karikoga Kaseke, CEO, Zimbabwe Tourism Authority. The Pacific Asia Travel Association pledged to assist the Zimbabwe Tourism Authority with issues such as visa facilitation, human capital development, sustainability and the dispersal of tourists to emerging areas of interest in the country. “Zimbabwe is a fascinating country with many valuable tourism assets,” said Mario Hardy, CEO, Pacific Asia Travel Association. “The government’s new visa regime will enable easier access for visitors from many markets. I look forward to strengthening our ties with the public, private and academic sectors in Zimbabwe and I am convinced that PATA’s many membership benefits will act as a solid foundation for a new bridge that links Zimbabwe with the Asia Pacific Region.”