By Daniel Chigundu
AL JAZEERA Media Network has signed a memorandum of understanding (MOU) with the Zimbabwe Tourism Authority (ZTA) that will see the news broadcaster providing promotional opportunities for destination Zimbabwe on its networks.
The news network is available in over 150 countries with over 80 bureaus around the world and access to 380 million homes and over 1.6 million hotel rooms around the world.
And it also enjoys a virtually global footprint, connecting with its wide audience via several satellites, cable and digital platforms.
Under the strategic partnership agreement Al Jazeera English Channel will broadcast and list all the hospitality facilities in Zimbabwe’s tourism sector to its international and local audience and on top of that, it is expected to take some ZTA members on media training.
Al Jazeera’s executive director for global brand communications division Abdulla AlNajjar expressed optimism on the partnership.
“We are pleased to have signed this partnership with ZTA which will further increase Al Jazeera’s reach in Zimbabwe.
“In addition, as part of our drive to help communities to enhance the quality of journalism and sharing of information, Al Jazeera Media Institute shall conduct media training for selected ZTA members. We look forward to a mutually beneficial partnership,” he said.
The Al Jazeera partnership comes at a time when Zimbabwe is seriously looking at intensifying branding and communications in various source markets which is in line with the Vision 2025: National Tourism Recovery and Growth Strategy.
Commenting on the partnership ZTA chief executive Dr Karikoga Kaseke said the MOU was important to help correct negative perceptions about Zimbabwe which has affected the growth of tourism.
“Zimbabwe has been through a negative patch in the past which attracted a spate of unfavourable publicity across its markets.
“Our partnership for promotion of Zimbabwe tourism with Al Jazeera comes at a critical time where we are looking at regaining the lost market share in various source markets and communication is one of the key strategies the Authority will employ to tell the positive story of destination Zimbabwe,” he said.
Al Jazeera Media Network was launched in 1996, and has grown to become one of the leading media Networks inclusive of; Al Jazeera Arabic, Al Jazeera English, Al Jazeera Balkans, Al Jazeera Mubasher, Al Jazeera Documentary and AJ+ digital platform.
In addition, the Network has three centres; Al Jazeera Media Institute, Al Jazeera Centre for Studies, and Al Jazeera Centre for Public Liberties and Human Rights. Each subsidiary follows the same principles—values that inspire it to be challenging and bold, providing a ‘voice for the voiceless’ in some of the most underreported places on the planet.
Al Jazeera was the first independent news channel in the Arab world dedicated to providing comprehensive news and live debate. It challenged established narratives and gave a global audience an alternative voice—one that put the human being back at the centre of the news agenda—quickly making it one of the world’s most influential news networks.
