In an effort to improve its image and reputation in the region and the world, Zimbabwe has invited a group of journalists and media personalities from select countries in the Southern African Development Community (SADC) bloc to visit and experience the country. The group includes journalists from Botswana, Eswatini, Lesotho, Malawi, Mozambique, Namibia, Zambia and Tanzania. It also includes three famous South African celebrities: TV personality Pearl Thusi, actress Sonia Mbele and veteran actor Sello Maake Ka-Ncube.
The True Zimbabwe Tour: A state-sponsored marketing campaign
The group of journalists and celebrities are in Zimbabwe as part of a public relations exercise organised by the Zimbabwean government. The exercise is called ‘The True Zimbabwe Tour’ and it aims to showcase the achievements and progress made by President Emmerson Mnangagwa’s administration since winning the elections in 2018. The tour also aims to highlight the potential and opportunities that Zimbabwe offers for tourism, trade, and investment.
The True Zimbabwe Tour started in Victoria Falls on August 2023 and will end in Harare on 12 August 2023. The tour includes visits to successful farming projects, the African Chrome Fields mining operations, the new wing of the Robert Gabriel Mugabe International Airport and others. The tour also features cultural events, social interactions, and media briefings.
The group is travelling with Nick Mangwana, the Permanent Secretary in the Ministry of Information and Publicity, who revealed that the tour was a collaborative effort between his ministry and the Media Company MPC. Mangwana said that the group was brought to Zimbabwe to experience the hospitality of its people and to see for themselves the great work done by the Second Republic in the last five years.
The reactions and responses to the tour
The True Zimbabwe Tour has generated mixed reactions and responses from different stakeholders and audiences. Some have welcomed the initiative as a positive step towards improving Zimbabwe’s image and attracting more visitors and investors to the country. They have praised the government for being transparent and proactive in engaging with regional media and celebrities. They have also expressed their admiration for the beauty and diversity of Zimbabwe’s natural and cultural attractions.
Oh my God, those journalists and South African celebrity @PearlThusi on a propaganda tour in Zimbabwe on a mission funded by Zunaid Moti are now wearing Mnangagwa’s scarfs🤣🤣🤣
This is very unethical for any journalist to do this, let alone to be on a trip funded by a well… pic.twitter.com/XDrhAygfIU
— Hopewell Chin’ono (@daddyhope) August 10, 2023
However, some have criticised the initiative as a propaganda stunt and a waste of resources. They have questioned the credibility and independence of the journalists and celebrities who are participating in the tour. They have also accused the government of hiding or ignoring the real problems and challenges that Zimbabwe faces, such as poverty, corruption, human rights abuses, and COVID-19 pandemic. They have also challenged the government to address these issues before inviting outsiders to praise its achievements.
Pictures of Pearl Thusi in Zimbabwe
https://www.instagram.com/p/CvwzslJrW0e/?img_index=1