In an effort to increase arrivals of tourists from the Asian and Middle East markets, Zimbabwe Minister of Tourism and Hospitality Industry, Priscah Mupfumira has led a tourism delegation to Dubai to attend the Arabian Travel Market (ATM). During the show, the minister met with strategic decision makers including leading tour operators, airlines and other government officials. Tourist arrivals have increased from a mere 657 in 2003 to 3,148 in 2004 and only reached a peak in 2009 when 10,077 tourist arrivals were recorded. In 2017, the country recorded 7,537 arrivals, a 58% increase from 4,783 arrivals recorded in 2016. Zimbabwe has generated a lot of interest as a tourist destination ever since the inauguration of the new President. One of the very first positive actions that were taken by the new government was to relook at all the legislation that had been constraining investment inflows into Zimbabwe. Now the new administration has put in place supportive measures that seek to rebuild confidence and increase Foreign Direct Investments (FDI) in order to revive the national economy. Zimbabwe is now ready for the Middle East market, where access from Dubai is through Emirates, Kenya Airways, Rwanda Air, South African Airways and Ethiopian Airways. The destination offers a wide range of luxury accommodation options for the Middle East market ranging from city hotels, lodges and tented camps across the country. The country has a variety of activities that suits different market segments from thoughtful to soft adventure for all ages.