RAINBOW Tourism Group (RTG) is turning to sports tourism to drive year round traffic into the Eastern Highlands, with the hospitality group launching the inaugural Mountain Valley Marathon as part of a wider investment push in Nyanga.
The race, scheduled for September 26, is targeting about 1,500 participants and will be staged against the backdrop of RTG’s multimillion dollar investment in accommodation facilities in the resort town.
RTG chief commercial officer Shupai Marware said the group wants to use the marathon to stimulate travel during traditionally quieter periods while positioning the Eastern Highlands alongside Zimbabwe’s established tourism destinations.
“This marathon will position the Eastern Highlands as a leading destination,” Marware said at the launch in Harare.
“We are putting the Eastern Highlands on the map as a strong complementary alternative to Victoria Falls.”
The strategy goes beyond bringing runners to Nyanga for a single weekend.
RTG has invested US$2 million in refurbishing Montclair Resort and Conference Hotel, increasing its room capacity from 85 to 110.
A separate refurbishment programme at Nyanga Town and Country apartments is expected to add another 80 rooms by October 1.
Marware said the investment would give the group combined capacity of 190 rooms across the two properties.
The marathon is expected to complement that investment by creating an additional reason for visitors to travel to the Eastern Highlands and stay at accommodation facilities across the region.
RTG also intends to use its Gateway Stream platform to direct visitors to partner hotels, allowing businesses beyond its own properties to benefit from traffic generated by the event.
The hospitality group is particularly targeting the seasonal tourism slowdown between December and February.
“Sports tourism contributes 10 percent of global tourism GDP, so we are getting into a very lucrative area,” Marware said.
RTG plans to establish the Mountain Valley Marathon as an annual fixture, combining athletics, accommodation and entertainment to create a broader tourism experience.
Pacific Cigarette Company has come on board as title sponsor through its Pacific Breeze brand.
The company’s marketing manager Kudakwashe Chiutsi said the partnership was part of its community support initiatives.
“We are very proud to join RTG on this wellness campaign. We want this to be the ultimate experience,” Chiutsi said.
“This is about two powerful brands coming together to bring wellness to the country, and we believe this will be one of the biggest marathons spoken about in Zimbabwe.”
Chiutsi acknowledged questions that could arise over a cigarette company sponsoring a wellness related event, saying the business supported a range of community activities.
“People will ask why we are joining a marathon as a cigarette brand. It is because we believe in supporting spaces where our communities thrive,” he said.
“If you follow us you will see we support soccer, basketball, anything in the community that is thriving, we support as a business, because our people are our greatest asset.”
Race managing partner Kudzai Lister Pasipanodya of Musabvunda said expectations around participation had grown significantly since discussions about the event started last year.
“When we started discussing the marathon last year, the first figure we had was 300 people, then it went to 500, then 1,000. Now we are talking about 1,500 people,” Pasipanodya said.
He acknowledged the National Athletics Association of Zimbabwe, Manicaland Athletics Board, Zimbabwe Republic Police and Ministry of Sport for supporting preparations for the event.
The marathon will feature 21km, 10km and 5km races, with prize money and accommodation packages available across various categories.
The biggest cash prizes are in the 21km race, where the male and female winners will each pocket US$750 and receive two nights’ accommodation for two, including meals.
Second placed finishers will each receive US$500 and accommodation, while third placed runners will pocket US$350 together with meal vouchers.
The first elderly male and female finishers will each receive US$250 and meal vouchers.
In the 10km race, the top three finishers will receive between US$150 and US$300, while winners of the 5km event will receive two nights’ accommodation for two.
The sporting programme will culminate in a music concert headlined by Jah Prayzah, adding an entertainment component to the tourism package.
For RTG, however, the longer term target extends beyond the runners who descend on Nyanga on September 26.
The hospitality group is betting that combining sport with the Eastern Highlands’ natural attractions and expanded accommodation capacity can help turn short visits into longer stays and give Nyanga more business throughout the year.
