Maputo - Tourism authorities have undertaken to encourage foreign tourists to use the recently launched Three Countries, Three Cities tourism route.
The route, which was launched in Maputo, Mozambique, last week incorporates Mpumalanga, Mozambique and Swaziland.
"The new brand will be targeting... international markets such as the United Kingdom, France, Portugal and Italy, to name but a few. Mpumalanga will lead with its flagship wildlife offerings, Mozambique with its pristine beaches and Swaziland will focus on an authentic cultural experience," said Mpumalanga Tourism and Parks Agency (MTPA) spokesperson Kholofelo Nkambule on Monday.
Nkambule said tourists from Africa and the Southern African Development Community would also be targeted.
She said the new regional brand seeks to position the region as a world class tourism destination, contribute to employment creation and economic growth.
The launch of the Three Countries, Three Cities brand follows the signing of a Memorandum of Understanding that was signed by the MTPA, National Tourism Institute of Mozambique (Inatur) and Swaziland Tourism Authority (STA) in 2009.
"Stronger relations have been forged with our counterparts in Mozambique and Swaziland, which will make transfrontier tourism a reality, presenting some fantastic multi-destination opportunities for local and international tourists alike," said Nkambule.
MTPA acting chief executive Nthabiseng Motete said the new brand would also develop sustainable and responsible tourism, participate in the conservation and protection of biodiversity and preserve cultural value and national pride.
"The three destinations truly complement one another," said Motete.
She said the new brand would lead to increased lengths of stay, which would translate into economic spin-offs for the region.
Inatur chief executive Hermenegildo Neves said the three countries would work together for a common goal, which is to establish a common business framework for tourism in the region.
"By working together, we can all achieve a much more desirable destination status, pooling our resources where marketing and product development are concerned," said Neves.
