Online Reporter
Nqobile Bhebhe [email protected]
EIGHTEEN international travel agencies from Germany, France, Portugal and Spain are touring Zimbabwe on a 12-day familiarisation programme as the country moves to strengthen its foothold in the lucrative European tourism market ahead of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo 2026.
The programme is giving the European travel trade first-hand experience of Zimbabwe’s tourism products, with the itinerary covering Harare, Great Zimbabwe, Gonarezhou, Matobo, Hwange and Victoria Falls.
The initiative is expected to help travel agencies develop multi-destination packages, widening Zimbabwe’s appeal beyond Victoria Falls and creating opportunities for increased tourist arrivals, longer stays and wider distribution of tourism spending.
The Zimbabwe Tourism Authority (ZTA) said the tour was deliberately structured to expose the buyers to the depth of the country’s tourism offering.
“Moving through Harare, Great Zimbabwe, Gonarezhou, Matobo, Hwange and Victoria Falls, the tour is strategically exposing Tourism professionals to the depth and diversity of Zimbabwe’s Tourism product, enabling them to package and sell experiences across multiple destinations rather than concentrating demand around Victoria Falls.,” ZTA said in a statement.
The familiarisation programme comes at a time when Zimbabwe is seeking to increase its visibility in European source markets, with travel agencies playing a key role in shaping consumer choices and assembling international holiday itineraries..
ZTA said the growing development of Zimbabwe packages in the European market indicated increasing confidence in the destination, while creating scope to convert product exposure into longer stays, wider tourist dispersal and increased tourism receipts.
“By placing Zimbabwe’s Tourism experiences directly before professionals who influence consumer travel decisions, the initiative strengthens the country’s market positioning, promotes lesser-explored destinations and extends the economic benefits of Tourism to more communities.
“When Tourism professionals experience the destination first-hand, they gain the confidence to market Zimbabwe with greater depth, authenticity and conviction,” ZTA added.
The familiarisation tour also provides a commercial bridge to the Sanganai/Hlanganani/Dzimbahwe Tourism Expo, which will bring Zimbabwean tourism operators together with international buyers and other industry stakeholders from September 9 to 12 in Masvingo.
The participating agencies’ exposure to Zimbabwe’s wildlife, heritage and nature-based attractions is expected to strengthen their ability to design itineraries linking several destinations, potentially increasing the length and value of visits.
