By Malven Mugadzikwa
The tourism and hospitality sector was the sector hardest
hit by the Covid-19 pandemic and has been struggling to fully recover, although
bookings have significantly improved with relaxation of lock down restrictions
The industry has resorted to social media platforms as a way
of regaining customers and tapping into local markets.
Restaurant Operators' Association of Zimbabwe (ROAZ) vice
president Karen Mutasa said the tourism and hospitality industry was the
hardest hit by the covid-19 pandemic.
"The pandemic put the industry to a halt. Most people
lost their jobs and wealth. We are very happy that we had a very successful
vaccination programme and all the restaurants under (ROAZ) had 99,9 percent of
the entire workforce vaccinated.
However, the industry is still suffering from the
consequences of the pandemic.
"We are thankful though not happy that the curfew has
been extended. However, in this business, shutting down at 10 pm means we take
our last orders at 9pm and by then you would have not have made enough revenue
to support overheads.
"Things like fuel that is just insanely expensive take
much of our proceeds. When fuel goes up it increases the price of everything.
"With the crippling effect that Covid-19 had on our
sector we think it is critical for the Covid-19 task force and the Government
to be able to relook and assess this curfew time and review it to at least
midnight or 1am because that way we will be able to have a full service,.
Ms Mutasa suggested that since the tourism and hospitality
industry was the most affected there was a need for stimulus packages where
players are able to access finances that help them support their businesses.
She appealed to the Ministry of Finance and Economic
Development to come to the restaurants' rescue as there are many players who
have closed shop and some that are not yet operational.
"We still have to pay 100 percent licence fees and the
licensing has become more and more expensive and we have not had any financial
assistance. But in other countries the tourism and hospitality industry
survived because they have had stimulus packages, they have had lots of
assistance, subsidies from different associations and from their governments.
"We have not yet enjoyed a dollar from any kind of
stimulus package and we really do appeal for assistance from the Government to
have access to finances so that we can re-establish our businesses to their
full capacity."
On the use of digital platforms to retain customers within
the tourism and hospitality industry, Mrs Mutasa said, "Social media can
be extremely dangerous but at the same time it is very helpful.
"I do not think there is anybody in the restaurant or
tourism industry who or any sector who does not use social media platforms to
promote themselves.
"Many restaurants use social media for their bookings,
referrals and even for complaints and they are able to react immediately to
customer needs. It is important for us to use those social media platforms to
promote our tourism, hospitality and restaurants.
"So social media is being utilised and has been
utilised to a larger extent. If we were not having the ability to have these
digital platforms it would have been extremely challenging during the last 2
years as Covid-19 really crippled us. These platforms are a very efficient way
to communicate not only to Zimbabweans but the world and I think we have done
that in a very profound way," she said.
Zimbabwe Tourism Authority (ZTA) spokesperson Godfrey Koti
says the tourism and hospitality industry should embrace social media platforms
for them to retain and attract new customers.
"Where social media is concerned in its totality, we
are very aware of the importance of the respective platforms that the tourism
industry can utilise. As a marketing agency we have obviously gone into an era
where we have to embrace ICTs and all these social media platforms.
So we launched the Tourism Recovery and Growth Strategy in
2020 and within that strategy there is a call for the utilisation of digital
marketing. That is why both bigger players and smaller players in the tourism
sector are now using these platforms to market their products and
services," said Mr Koti.
Odyssey Lodges general manager Kudzai Chipengo also
reiterated that they have embraced social media platforms to attract and retain
customers.
She said generally business in the tourism and hospitality
industry has been low due to the pandemic. She however, thanked the Government
for lifting the Covid-19 regulations so that the business operates up to 10pm.
"We have seen a definite change in terms of our
industry. We are moving towards serving more people considering that our
restaurants are now open to people who are doing their take-away and a few
sit-ins.
"We also have a few conferences happening. As a way of
marketing our services have also embraced social media platforms in the form of
Instagram, Twitter, Facebook and WhatsApp.
It has helped us quite a lot because we have seen a lot of
movement in terms of the market that is accessing our services and products,"
said Mrs Chipengo.