Charles Mavhunga
HARARE is on a promising trajectory to boost its visual appeal through cleanliness.
The city’s current initiatives, such as the “Keep Harare Clean” campaign, are making significant strides to enhance the aesthetic appeal of the capital city, and this is positive news in tourism branding.
City of Harare is improving its aesthetics, and this is contributing to a positive visitor experience, as tourists are more likely to feel welcome and comfortable in a well-maintained environment.
I have noticed the city’s efforts to renovate and upgrade its infrastructure, such as the rehabilitation of Harare Gardens and the installation of new streetlights.
Harare is, therefore, transforming into a clean and beautiful city that showcases Zimbabwe’s rich culture and history, making it an attractive destination for tourists and a source of pride for its residents.
Role of aesthetics in tourism development
The role of aesthetics in tourism development cannot be overstated.
Globally, destinations like Singapore and Switzerland are renowned for their pristine environments, which significantly contribute to their appeal as tourist destinations.
In Africa, cities like Kigali (Rwanda) and Cape Town (South Africa) have prioritised cleanliness and aesthetics, resulting in increased tourist arrivals and economic growth.
Similarly, Zimbabwe can leverage cleanliness to enhance its tourism branding and attract more visitors.
Impact of cleanliness on tourist satisfaction
The impact of cleanliness on tourist satisfaction is profound.
A study by the World Tourism Organisation found that cleanliness is among the top factors influencing tourist satisfaction.
In Africa, a clean environment has been cited as a key reason for repeat visits to destinations like Botswana’s Okavango Delta and Tanzania’s Zanzibar.
Through prioritising cleanliness, Zimbabwe can significantly enhance tourist satisfaction, leading to increased visitor numbers and revenue.
Relationship between visual appeal and destination choice
The relationship between visual appeal and destination choice is well-documented.
Research has shown that visually appealing destinations are more likely to attract tourists.
In Africa, destinations like Victoria Falls (Zimbabwe/Zambia) and Marrakech (Morocco) boast stunning natural and built environments, making them popular tourist choices.
Through investing in cleanliness and aesthetics, Zimbabwe can enhance its visual appeal and compete favourably with other destinations, ultimately boosting its tourism brand and attracting more visitors.
Way forward
To enhance the tourism sector in Zimbabwe, Local Government should continue to prioritise cleanliness and maintenance in urban planning and development.
For instance, investing in waste management systems, maintaining green spaces and ensuring the cleanliness of public areas can make a significant difference.
Local Government should continue to invest in public space design and infrastructure, such as building modern transportation systems, creating recreational areas and developing eco-tourism projects.
It is also crucial for Local Government to foster community engagement and ownership of cleanliness initiatives.
This can be achieved through collaboration between local authorities, communities, organisations and other stakeholders to promote cleanliness and environmental conservation.
For example, organising community clean-up events, establishing recycling programmes and providing education on environmental conservation can encourage community involvement.
Local Government may also recognise and reward communities that prioritise cleanliness and environmental conservation.
It may also learn from global examples, such as Singapore’s Clean and Green campaign, which has made the city-state a model for urban cleanliness and sustainability.
Similarly, Zimbabwe can promote its natural attractions, such as Victoria Falls, and invest in eco-tourism projects that support environmental conservation.
Through prioritising cleanliness and environmental conservation, Zimbabwe can enhance its tourism sector and promote sustainable development.
For example, the Government can establish tourism development zones, like the concept applied in Mauritius and Hong Kong, which can be designated as safe havens for financial services or other specialised businesses.
Harare’s focus on cleanliness and infrastructure development is setting it on a path to become a thriving tourist destination and a model for other Zimbabwean cities.
I hope and trust that this trajectory will continue to become the norm and culture for the city.
*Charles Mavhunga has co-authored textbooks in Business Enterprising Skills. He is currently studying for a PhD in Management at Bindura University. He can be contacted at [email protected] or Cell: 0772989816
This post was originally published on here
