New partnership seek to transform Africa’s hospitality industry

Cape Town. Zimbabwe’s leading hospitality company Rainbow Tourism Group (RTG) has entered into a joint venture partnership with Grand Metropolitan Hotels (GMH) a distinguished Swiss-based European hospitality company.

The partnership was announced recently on the sidelines of the World Travel Market Africa in Cape Town by the two entities. The African tourism sector is set to gain significant benefits from the partnership.

By partnering with Grand Metropolitan Hotels, RTG will leverage its expertise, resources, and international network to expand its operations and capitalize on the projected growth potential in Africa's hospitality industry.

Africa has been experiencing significant growth in tourism and business travel in recent years, driven by factors such as improved infrastructure, a rising middle-class population, and increased connectivity. Africa will be the new growth frontier of global tourism, with arrivals expected to reach 134 million in 2030 from the current 22 million.

By 2030, Africa will be home to 124,000 hotels, up from the current 52,000 hotels. This partnership will allow RTG to tap into these opportunities and benefit from Grand Metropolitan Hotels' experience in operating successful hotels in Europe.

International air connectivity and intra-regional and intra-Africa travel will drive airline volume growth at an annual rate of eight percent between now and 2030 compared to the global average of four percent.

Speaking at the event, the Board Chairman and President for Grand Metropolitan Hotels, Mr. Martin Smura said, “Grand Metropolitan Hotels' international network and marketing capabilities will support RTG in promoting African countries as attractive tourist and business travel destinations, further driving growth and attracting investment. Through joint marketing efforts and cross-promotion, the partnership will help to showcase African destinations to a global audience.”

The partnership involves various aspects, which include management contracts in hotels across Africa, sharing of best practices in hotel management, marketing collaboration, cross-promotion of properties, and the establishment of a hospitality school in collaboration with Swiss Hotel School Lucerne, which is known for its global excellence in hospitality education.

By combining their strengths, RTG and Grand Metropolitan Hotels will enhance their competitiveness, attract a broader customer base, and create a unique value proposition in the African hospitality market.

Speaking on the sidelines at the event, Rainbow Tourism Group Chief Executive Mr. Tendai Madziwanyika said this partnership is a significant milestone as they intend to leverage the capabilities of world leaders in the industry.

“This partnership will not only benefit Zimbabwe but the entire continent, as we will impart best practices to our students. We want to raise the standards to world-class international standards,” he said.