Zimbabwe's Ministry of Tourism has launched a major academic partnership in Tokyo, Japan, aimed at cultivating long-term tourism interest within the Japanese youth market.
The initiative, which falls under the Ministry's Study Tourism Cluster, introduces a rotational annual Destination Lecture Series for first- and second-year students at four of Japan's leading universities: Tokyo University of Foreign Studies, Waseda University, Soka University, and Sophia University.
The partnership is a strategic effort to advance Zimbabwe's “Heritage-Based Tourism” approach. During the recent engagement, the Ministry delivered an in-depth presentation showcasing Zimbabwe’s cultural heritage, including artefacts, sculptures, national fabric, and traditional musical instruments.
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The Ministry emphasised the programme’s broad objectives, noting that it “seeks to broaden awareness of Zimbabwe while inspiring interest in research visits, exchange programmes and leisure travel during and after students’ academic journeys.”
The primary goal is to stimulate future travel among students who, with their strong appreciation for nature and wildlife, align closely with Zimbabwe’s core tourism offerings.
Integrating tourism promotion directly into the academic curriculum of major international institutions represents a significant step toward reshaping Zimbabwe’s image in the Asian market.
By targeting this youthful and educated demographic, the Ministry hopes to influence broader travel trends—particularly those driven by social media and emerging global tourism preferences.
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