Harare — ZIMBABWE Council for Tourism's marketing programmes are beginning to bear fruit as evidenced by the increase in tourist arrivals.

Arrivals from the traditional source markets increased by 11 percent in the first quarter of the year compared to the same period last year.

Zimbabwe Council for Tourism president Mr Emmanuel Fundira said the tourism sector has also been receiving inquiries from investors interested in the country ahead of 2010 Fifa world cup soccer showcase in South Africa.

"The tourism industry is likely to register phenomenal growth as construction of new infrastructure is currently underway in some parts of the country," he said.

Zimbabwe's tourism industry has in recent years been adversely affected by falsehoods that were being paddled by some sections of the western media, prompting the Zimbabwe tourism promotional body to embark on perception management programmes.

"We will continue to prioritise image building and perception management of the tourism destination in order to sustain the present tourism growth from the various tourism target markets," said Mr Fundira.

Analysts believe there is huge potential to grow the Zimbabwe tourism sector and match, or even overtake, countries such as Kenya, Namibia, Tanzania and Botswana where tourism receipts account for five percent of the Gross National Product.

"While it remains a fact that competition in tourism is fierce and tourists around the world today face an endless array of tourists products, the uniqueness of Zimbabwe's tourists products will always make it a preferred destination," said a local tour operator.

He added that there is need to boost public relations campaigns to regain the country's reputation as a leading tourist destination. This will involve engagement of international public relations companies in major tourist source markets.

"There is also need to diversify tourism products from wild life based products to include cultural, shopping and conference tourism among others.

This can only work when all stakeholders intensify marketing activities and broaden tourist source markets to realise diversification," he said.

Zimbabwe boasts of one of the seven wonders of the world, the majestic Victoria Falls, and Hwange National Park, the Eastern Highlands, Great Zimbabwe and a lot more others.