Here is a man who was forthright and executed his duties with great passion; we had an interview with him, and he is none other than Dr. Karikoga Kaseke, former Chief Executive Officer of the Zimbabwe Tourism Authority (ZTA).
Dr. KK, a seasoned figure in tourism, boasts over a decade of diverse expertise spanning planning, research, policy, operations, product development, market access, training, and marketing. With a track record of collaborating with businesses, governments, parks, and associations worldwide, he’s adept at strengthening their presence in the tourism landscape and forging connections between markets and destinations.
Briefly tell us about yourself
Picture this, 56 years ago, in the bustling halls of Harare Hospital, I made my entrance into the world, cradled by Catherine Kaseke nee Chihota Dube, affectionately known as wanyemba vanjenje. As the eldest of eight siblings, I embarked on my journey in rural Mhondoro, where the red earth bore witness to my formative years, shaping my early education and spirit. But destiny called louder in 1972, beckoning me to the path of the armed struggle, a chapter in my story waiting to be told.
Your educational Background
Imagine being unexpectedly whisked away from the ordinary routine of school life and thrust into an adventure of a lifetime, courtesy of an unexpected benefactor—the army. That was my reality when, at the tender age of form 2, I found myself enrolled in an educational journey sponsored by the army, propelling me through to form six in 1986. It was an incredible opportunity, where every lecture, every lesson, was a testament to the dedication of the armed forces investing in my future. And to top it off, my tuition was covered at ZEDCO, a prestigious college owned by none other than Dr. Sikhanyiso Ndlovu. It was a chapter of my life filled with unexpected twists and turns, shaping me into who I am today.
Despite not excelling as expected at ‘A’ level, scoring 7 points, which was commendable at the time, I managed to secure admission to the University of Zimbabwe for my first degree in Political Science and Public Administration. Excelling in my studies, I even earned a book prize for being the top student in my stream.
Following my enrollment in a Master’s program in Tourism and Hospitality Management at the same esteemed university, a surprising turn of events led me to Singapore midway through my dissertation. This time, the call was for a Master’s program in Transportation Systems and Management, which I completed with exceptional success. Upon my return, I resumed and successfully completed my MBA studies.
Including your MBA…?
These are my major qualifications in my life, however, all my degrees were sponsored by the government starting with the army and then the government except for the MBA. No wonder I committed myself to work in the government.
And Your Professional Qualifications
Perseverance truly does pay off in unexpected ways. Despite my initial surprise, I was honored to receive a Doctorate from the Commonwealth University—a testament to years of dedication and hard work. My journey saw me ascend to the role of CEO for the Civil Aviation Authority of Zimbabwe (CAAZ), a position I relinquished upon my appointment as permanent secretary in the Ministry of Transport, marking yet another milestone in my career trajectory.
Well, talk about a career rollercoaster ride! From soaring high as the CEO of CAAZ to landing the prestigious gig as Permanent Secretary in the Ministry of Transport—it’s been quite the journey. Working alongside Mr. Mushowe, we not only tackled the intricacies of public administration but also became the dynamic duo of the office. And between you and me, I suspect he might have pulled a few strings in my appointment as perm sec, though he’s yet to spill the beans. (Chuckled)
When Minister Jokonya (Tichaona) left as ZTA CEO, then-President Robert Mugabe entrusted me with the task of steering the ZTA into a new era. Our discussions were centered on a strategic vision to redefine the authority’s direction, and I embraced the challenge wholeheartedly. Reflecting on my journey, from my academic pursuits to my various appointments in government, I am reassured by the knowledge that each step was taken with purpose and support.
On your passion for Tourism?
The diverse roles I’ve held have ignited a deep passion for the industry, fueled by my indirect involvement in aviation and transport, both intricately linked to tourism. With a background in tourism studies and experience as a permanent secretary in transport, transitioning to the role of ZTA CEO felt like a natural fit. Over my 13-year tenure, some have suggested I’ve overstayed, but with the current board, we’ve agreed on a short-term plan.
I want to clarify that my decision isn’t about fleeing responsibilities; earlier this year, I was even offered a CEO position at a Middle Eastern airline, emphasizing my aviation background. My focus has always been on driving strategic change, evidenced by the comprehensive overhaul I led at ZTA upon my appointment.
Addressing challenges head-on has been a hallmark of my leadership. When confronted with insubordination, I took decisive action to maintain order and uphold standards. As I reflect on my journey, it’s clear that my commitment to driving positive change in the industry remains unwavering.
When I came here there was one director who behaved as if she was the board chairperson, she did so because she thought she was connected, but I had to cut her and dismiss her. I do not tolerate insubordination (laughed)
Despite the successful journey Dr. Kaseke says he faced challenges when he came to ZTA because the organization had no funds.
Funding has consistently been the foremost challenge for ZTA, as it relies on government support mandated by an act of Parliament. Initially, upon my arrival, the state provided no funding, necessitating advocacy efforts to showcase the ROI of supporting regional tourism boards to the Minister of Finance.
While government assistance to ZTA has been appreciated, financial constraints persist, akin to navigating a car without a steering wheel. Another hurdle has been the lack of awareness among Zimbabweans regarding ZTA’s activities and the economic benefits of tourism. Over my tenure, I dedicated two years to nationwide education campaigns.
Thankfully, high-level engagement with the President and Vice President yielded a deeper understanding of tourism’s fiscal contributions, indicating progress in aligning national priorities with tourism goals.
What do you think needs to be done to improve Zimbabwe as a destination?
There are competitive forces that each country must look at. We must not cheat ourselves and think that anyone who ends up in Zimbabwe had no choices. No! There are choices. We have to convince them that when you chose to travel to Africa, chose the best.
When they visit the Southern African region have to position Zimbabwe as the best destination. We need to convince them through our offerings.
There are competitive issues, for example, the visa issue. We still maintain visas for our major source markets, whereas our competitors have already scrapped visas. Botswana has scrapped the Visa on all of its major source markets, as well as South Africa, same said for Namibia. But we still maintain Visa on these major source markets. We must not impose Visa on our major source markets.
We must also have a two-tier charging system. Domestic must be charged differently as compared to international ones to enjoy their attractions, heritage, and offerings.
On the national airline…
When you do not have a strong airline your tourism cannot be as good as one that has a strong airline. Look at South African Airways (SAA) it is very strong and the results are there for everyone to see, look how South Africa is performing as a destination. Kenya as well, Rwanda’s Tourism is improving and is on the rise very fast, due to RwandaAir among other factors. The national carrier is a symbol of that country’s capacity. It is a mirror that you can use for people to look at you.
A strong national carrier is the magnet of other airlines attracting them to its nation. It has a magnetic effect, without a strong airline will not attract competition, they go where other airlines are going. The only thing a government must not do is to protect its national carrier against the competition. It must allow competition to freely flow, it must compete with other airlines coming into the country.
What is your interest outside the office?
I am a very passionate learner no wonder I read a lot to renew myself even If you look at my table, reading each day more than 2 hours without exception as long I am in the country. If I’m to travel I carry my books.
I am very much into literature. However, I consume work-related literature, especially on strategy. I get the latest books and I do not have much of social life. To tell the truth I have been to Club Sankayi and Pablos on work-related issues when I had some people who wanted to be hosted by me.
Would you encourage your children to emulate you?
Any good father who has children does not want them to emulate him, but they must surpass what he has done. The good things I have done they must do much far much better than me. They must achieve for themselves.
Your best destination in Zimbabwe?
I have a deep affection for the Eastern destination of Zimbabwe. I admire very much the Eastern Highlands, it’s pristine, attractive, and beautiful all year round, especially now with the new packages offerings such as the Skywalk and the Zip-line. Did you know I was the first person to Skywalk and if there was something wrong with it, it had to happen to me? The place has to be promoted more.
