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THE festive season proved to be a shot in the arm for the tourism sector, with domestic tourists emerging as the driving force behind the surge in activity. Tourism and Hospitality Industry Minister BARBARA RWODZI (BR) led the Domestic Tourism Festive Season Campaign, which sought to promote local tourism products. Last week, The Sunday Mail’s LISA MATASI and ANDWATCH MAMBO (SM) spoke to Minister Rwodzi on the latest developments in the tourism sector.
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SM: Can you begin by outlining the initiative you undertook over the holidays to promote domestic tourism?
BR: The Domestic Tourism Festive Season Campaign, initiated by the Ministry of Tourism and Hospitality Industry in collaboration with the Zimbabwe Tourism Authority (ZTA), aimed to promote local tourism and enhance the festive season experience for both locals and the diaspora.
Simultaneously, the Meet-and-Greet Campaign at selected ports of entry sought to warmly welcome visitors, disseminate information and create awareness about domestic products.
The primary objectives of the campaigns were to encourage domestic travel, promote local tourism attractions, nurture a travel culture and boost the tourism economy.
Additionally, the Meet-and-Greet Campaign aimed to enhance the arrival experience for visitors and raise awareness about available holiday packages.
SM: How did the domestic tourism sub-sector perform over the festive season?
BR: The Domestic Tourism Festive Season Campaign showcased a vibrant tapestry of attendance, providing a shaded insight into the diverse provinces of Zimbabwe. The launch event drew an estimated attendance of 28 000 individuals, symbolising a collective eagerness among Zimbabweans to explore and celebrate the rich cultural and natural heritage of their homeland. The provinces resonated with enthusiasm, with Manicaland leading the charge with an impressive turnout of 11 500 attendees.
These also included attendees to the Save Beach Jamboree. Midlands followed suit, contributing significantly to the festive spirit with an attendance of 4 000. Mashonaland East, Mashonaland West and Matabeleland South each attracted 3 000, 2 000 and 1 500 participants, respectively.
Masvingo, Mashonaland Central and Matabeleland North each played their part, fostering a sense of unity and shared celebration with attendances of 1 400, 1 300 and 1 300, respectively. The capital city, Harare, and the cultural hub, Bulawayo, brought their distinctive charm to the festivities with attendances of 1 200 and 800, respectively. The collective attendance figure of 28 000 resonates not only as a numerical success, but also underscores the nationwide engagement with the campaign’s mission to promote domestic tourism.
SM: How did our ports of entry perform during the festive season?
BR: The vehicle traffic entries during the festive season provide a comprehensive snapshot of visitor influx at selected ports of entry.
A meticulous analysis of vehicle traffic entries from December 21 to January 2 reveals a consistent ebb and flow of buses and motor vehicles, culminating in an amalgamated total of 22 783 entries. The egresses and convergences at these entry points — Beitbridge, Forbes, Chirundu, Nyamapanda, Plumtree and Kazungula — collectively narrate a story of travellers journeying with anticipation and eagerness, greeted by the warmth and efficiency of the Meet-and-Greet teams.
SM: Can you give us a breakdown of the number of visitors who came into the country for the festive season holidays?
BR: The breakdown of visitor entries at some of the selected ports of entry paints a vivid picture of our nation’s welcoming embrace.
Beitbridge Border Post emerged as the primary gateway, facilitating an impressive 87 697 arrivals, a testimony to its pivotal role as the nation’s principal land border crossing.
Victoria Falls International Airport and Robert Gabriel Mugabe International Airport followed suit, extending warm invitations to 26 206 and 25 147 visitors, respectively.
Beitbridge, by its nature as the major port of entry in the country, had the highest number of entries, with most of them being recorded from December 21 to 23.
These figures not only denote the accessibility of diverse entry points but also underscore the need for continued collaborative efforts of the Ministry of Tourism and Hospitality Industry, the Department of Immigration, Zimra (Zimbabwe Revenue Authority), ZTA (Zimbabwe Tourism Authority), ports authorities and various agencies in creating an environment conducive to a positive arrival experience.
Examining the airline passenger statistics for December 2023 serves as a barometer for the nation’s connectivity and airline performance during the festive month.
The dynamic interplay between international and domestic passengers at Robert Gabriel Mugabe International, Victoria Falls, Joshua Mqabuko Nkomo, Kariba, Hwange, Charles Prince, Buffalo Range and Masvingo airports reveals a nuanced narrative.
International passengers contribute significantly to the cosmopolitan character of these airports, while domestic travellers underscore the blossoming interest in exploring Zimbabwe’s internal landscapes.
SM: Can you outline the performance of the country’s tourist offerings over the festive season?
BR: A rendezvous with nature at picnic sites and various activities unfolded as a cherished pastime for Zimbabweans during the festive season. The patronage at these sites, totalling over 117 997 individuals, unveils an overarching inclination toward embracing the outdoors.
The spread across some of these places in Bulawayo, Harare, Mashonaland Central, Mashonaland East, Mashonaland West, Masvingo, Manicaland, Matabeleland North and Midlands reflects a nationwide engagement with recreational spaces.
The allure of Zimbabwe’s natural and historical treasures echoed in the visits to parks, museums and monuments. From the rugged terrains of Matopos National Park to the cultural tapestry of the National Railways Museum and the majestic Great Zimbabwe Monuments, the visitor statistics unveil an intimate communion with the nation’s heritage.
Below are some figures from some of the attractions. The figures, while indicative, underscore the commitment of Zimbabweans to explore and cherish their historical and natural wonders.(See table provided. Please note that some figures are estimates based on available information).
We also had some festivals which were attended during the festive season, such as the Kadoma Festival, which attracted an estimated number of 4 000 patrons, the Cookout Festival with 5 000 in attendance, the Lake Harvest Bash with 3 000 in attendance, the Bindura Arts Festival in Shamva with 1 500 attendees, to mention a few.
SM: Can you outline the levels of occupancy at the country’s major resorts during the holiday season?
BR: The festive season performance is mostly noticeable in resort areas as most travellers move from cities to these areas for holidays.
An exploration of the festive season occupancies in resort areas reveals an intriguing narrative.
Victoria Falls, with a consistent average occupancy of 60 percent, stands as a testament to its perennial allure.
The juxtaposition of this against the resort area average of 44 percent paints a vivid picture of the destination’s magnetic appeal.
Kariba, the Eastern Highlands and Masvingo carve their niches within this mosaic, contributing to the collective festive season average of 44 percent.
Domestic clientele was the most frequent in the resort areas this festive season.
Interestingly, this was also the case in Victoria Falls, whose hotels are often frequented by foreign clientele.
In conclusion, the tourism promotion campaigns were highly successful in achieving their objectives.
The Domestic Tourism Festive Season Campaign generated substantial attendance across provinces, showcasing the interest and engagement of the local population.
The Meet-and-Greet Campaign efficiently facilitated visitor arrivals and disseminated crucial information.
The statistics reveal a positive trend in domestic tourism during the festive season, indicating the effectiveness of the collaborative efforts between the Ministry of Tourism and Hospitality Industry, ZTA and other stakeholders.
The high occupancies in resort areas, particularly in Victoria Falls, reflect a growing interest in local travel destinations.
Overall, these campaigns have contributed significantly to the promotion and growth of domestic tourism in Zimbabwe.
Online Reporter