Pleasure is a necessity for the social development of an economy; the late Ginimbi, a continental celebrity millionaire, mastered it and contributed to the growth of what is called the Pleasure Tourism industry in Africa. Pleasure, and all social and economic aspects surrounding it are here to stay in Zimbabwe and Africa, as the voice of the millionaire and famous socialite became louder, shaping a literal industry.
In memory of Genius Kadungure, the Pleasure Tourist.
In 2018, the Zimbabwe Tourism Authority was spot on in making millionaire Genius Kadungure, a.k.a Ginimbi, the Brand Ambassador for Zimbabwe, as pleasure is the whole reason for tourism, with Ginimbi being the height of exhibiting it at an international level. Travel and Tourism is basically allowing people to spend their money in luxury of their choice, in places of choice, walking with a label called Tourist or Traveller, and there is no better way to show it than to be rich and famous and living a tourist lifestyle in your own backyard in full view of the world.
Splashing money, spending money, is what creates waves in social circles world over, and that creating appetite to consume products and services of the brands and places directed by the spenders and splashers of the money. Whether an economy is down or is up, politics is normal or abnormal, revenue must be earned from tourism, and people in that sector must be employed, and their families fed. To achieve this, there is need to realise as Zimbabwe (or any other African state) that it takes controversial people like Ginimbi to attract visitors, or at least make headlines that attract visitors into a country.
“Money can be slashed and spent” is what the celebrity lifestyle is all about, and Zimbabwe is no exception. Genius Kadungure aka Gnimbi was a popular Zimbabwean socialite and businessman. He also founded a gas company, Pioneer Gases which has interests in Botswana, South Africa and Zimbabwe. He was also the owner of Club Sankayi.
Kadungure was known as the king of bling and for throwing lavish parties. In 2010, he threw an expensive all-white birthday bash in Harare, where an estimated US$17,000 was spent. The party drew scores of people from Harare’s northern suburbs and guests were treated to high-end whiskey, bright colored cocktails, champagne, as well as cigars at his Greystone Park home for three consecutive days. Two years later, in 2012, Kadungure hosted another extravagant birthday party which was held in Botswana. The party is said to have costed an estimated P250,000 (exchange value of US $32,000 at that time).
In 2013, Kadungure also held a consecutive three-day long party at his rural home in Domboshava to celebrate a newly-built mansion he had put up in the area. Kadungure is known for throwing wild parties and for allegedly dating several married women, claims which he does not deny. In February 2018, Genius was reported to have bought Winky D first copy of his album Gombwe for USD$40 000.
In May 2018, Ginimbi reportedly hired a model from the US to spice up the opening of his Club Sankayi. Ginimbi said the American model was his friend. Kadungure also said that “The public always has something to say regarding my every move and I have come to accept the idea that as public figure I’m entitled to scrutiny. I don’t think I owe anyone any explanation but to keep the record straight Cici is my friend and she can always visit. We met in the United States of America, that is when we became friends and I am glad that our friendship is growing stronger each day.”
Controversial Socialite, Amanda Zuva Habane, said in an app interview, “Controversy sells. It is within the controversy that sales are driven.”, and tourist have been coming because of the controversy that is being sold to them through various media about Zimbabwe. Zimbabwean celebrities are key to the consumption of travel and tourism products, hence their fan must be celebrated and advanced on social media and in international events, as are in other travel destinations of the world. It is celebrities that are seen in “must be places” eating “must eat” products, that create interest in these travel and tourism products and services for visitors to consume. The un-structured-ness of the Showbiz and entertainment industries in Zimbabwe have however allowed the shaping of an industry that can be termed Pleasure Tourism.
Pleasure Tourism are all tourism aspects of entertainment, showbiz, fashion, lifestyle, and media industries fused in one socioeconomic system that contributes to the advancement of a society, siting the boom in events, competitions, and infrastructural development. Pleasure must be allowed to grow in Zimbabwe and sold as a product and service through celebrities and socialites in all platforms possible, as it is pleasure that attracts economics and social interest.
(Eye Candy & Stripping) Two decades ago, stripping and strip clubs were taboo, but as we stand there will probably be a diploma in Stripping by some Stripping institute, after Beverly Sibanda broke the controversy, and her prodigies and competition have gone forth into the world. Eye Candy (naughty almost nude in pictures and music videos, and shows) has been growing privately in Zimbabwean circles with models like Mixxy Queen of Twerking being some of the brands growing in that arena. After Murambatsvina (2005), many Zimbabwean owners of bottle stores and bars, are turning their facilities into private lounges, upgrading their product and service offerings as Eye Candy and Stripping have become more popular.
(Miracle Conferences) Zimbabwe has become a tourism destination for Christian events especially miracle conferences with churches like UFI and PHD being centres of attraction in pulling crowds by the tens of thousands each event, and bringing lots of international visitors.
(Beauty & Massage Parlours) The salon of yester year has evolved into beauty parlours with various products on offer, to pleasure the woman and man desiring a body experience of not only the hair, nails, but adding to that the environment of comfort and lavish experiences. There are endless types of Pleasure Tourism industries that are emerging and growing in Zimbabwe, that including Music Shows, Private Lounges, Pub and Grills, Gotch-Gotch, Cafes and Restaurants in cities and resort towns.
(Economics of Zimbabwean Tourism) According to the World Bank data, Zimbabwe has earned most of its tourism earnings during the period of Land Reform, Hyper Inflation and all its controversies, with the period between 2003 to 2007. This period of Zimbabwe earned the most revenue for the tourism sector like no other in its economic history, meaning that controversy actually attracts tourism, and hence the argument we must maintain or allow a certain level of social madness to be catch for economic growth.
(Zimbabwe Tourism Authority Report of 2017) The Zimbabwe Tourism Authority reported that in 2017 major travel visitors from overseas into Zimbabwe came from Mexico, United States of America, Cuba, Jamaica, Austria, Benelux, Britain & Ireland, France, Germany, Italy, Portugal, Spain, Switzerland, China/Hong Kong, India, Japan, Malaysia, Pakistan, Singapore, South Korea and others.
In 2017, as in other years, visitors from Middle East, Oceania, Asia, America, Europe put together, are less than half the visitors coming into Zimbabwe from Africa. On a year on year comparison of the visitors from all markets except Africa, it makes sense to have a westernised concept for promoting Zimbabwe, in order to increase arrivals, as most are flocking in for business as well as other things.
Zimbabwe’s tourism receipts recorded a 12% growth from $819 million in 2016 to $917 million in line with the increase in international tourist arrivals.
Zimbabwe received a total of 2,422,930 tourist arrivals in 2017, 12% up from 2,167,686 received in 2016. The growth in arrivals was driven by the notable growth in arrivals from all source regions and most major markets. Of particular note is the growth in arrivals all European, North American and Asian markets. These markets drove the growth in overseas arrivals into the country.
The economics of Tourism is understood in regional markets, and the most visitors of Zimbabwe are Africa, Europe, America, and now Asia markets. Though the European markets and Oceania markets dropped. Between the period 1999 to 2017, Zimbabwe has only grown by 7% visitors, this accredited to poor publicity from a citizen and operator perspective more than from a governmental or national perspective.
The five top reasons for visiting Zimbabwe in ascending order are Education, Shopping, Indirect Transit, Business, Leisure & VFR (Visiting Friends and Relatives).
(Visiting Friends and Relatives) Almost half (49%) the total visitors that came to Zimbabwe in 2017 have been coming for Leisure and VFR reasons; key denominator being entertainment. VFR tourism or VFR travel is a substantial form of travel worldwide. Scholarly interest into VFR travel developed in the mid-1990s after Jackson’s (1990) seminal article suggested that this type of tourism was much larger than official estimates suggested. VFR travellers can state a VFR purpose of visit but that does not necessarily mean that they are staying with those friends / relatives. Similarly, they may be accommodated by friends / relatives although have a different purpose of visit.
Zimbabwe travel operators, those running tours, safaris, lodges, and guest houses do not realise the potential they have if they market or sell their products and services more to local Zimbabweans because of VFR. VFR is what has given rise to AirBnB.com the largest holiday accommodation business in the world.
Business visitors grow by 61% between 2016 to 2017, meaning that there is an international interest in Zimbabwe, hence need to promote more business-oriented tourism products and services.
The entertainment industry in Zimbabwe is diverse, but pleasure is an aspect that both entertainment and tourism must work together and create a vibrant revenue earner for the country.
Travel for Shopping, Business, In Transit, education, and more, all put together come nothing close to travel into Zimbabwe for Leisure and Visiting Friends and Relatives, hence a need to focus on making the social life of Zimbabwe a key factor in either increasing other reasons or maximising the forex/visitor ratio to increase earnings. The fastest way to increase travel and tourism visitors is to activate the celebrity lifestyles in media and events, in order to create the relevant controversy that is needed to attract visitors.
As Zimbabwean business people lay Ginimbi to rest, there is a clear pacesetting achievement that he left, and all establishing the new age of the Pleasure Tourism industry in Zimbabwe.
Source: Pindula, Ginimbi
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