Online Reporter
Rutendo Nyeve, Victoria Falls Reporter
THE resort City of Victoria Falls is set for a bustling festive period, with tourism operators anticipating a major boost from domestic travel as the country gears up for the holidays.
While international tourist arrivals typically ease in December, the industry is increasingly looking to home-grown travel to energise the adventure capital of Zimbabwe.
Both the Government and private sector players have implemented targeted strategies to attract Zimbabwean families and holiday makers.
Tourism executive, Dr Clement Mukwasi, emphasised the growing importance of the domestic market.
“Victoria Falls is the premier attraction for domestic tourists. We see significant travel during the Christmas and New Year holidays,” he said.
He noted key industry adaptations to cater to local travellers.
“The trend is for locals to travel in family or social groups. The multi-currency environment has also led operators to tailor marketing for this sector. Domestic tourists now constitute about 30 percent of our market and this share is growing,” said Dr Mukwasi.
To attract locals, the industry is running promotional packages and tiered pricing models.
“Some activities have a three-tier price system, with the most affordable rates for domestic tourists, followed by regional and then international visitors,” he said.
On the ground, local entrepreneurs are readying for the influx. Curio vendors are stocking up on popular souvenirs in anticipation.
“We are increasing our stocks of small sculptures, baskets, and Zimbabwe-flag themed items,” said Mr Memory Ndlovu, a trader at the city’s craft market.
“Last year, families from Harare and Bulawayo brought in large numbers. We expect even more this season.”
Another vendor, Mr John Muleya, echoed the same sentiment.
“Domestic tourists are our lifeblood in December. We have set friendly prices and are ready to welcome them warmly,” he said.
To ensure a seamless and memorable experience for all visitors, the Government has outlined comprehensive readiness plans.
The Minister of Tourism and Hospitality Industry, Barbara Rwodzi, has highlighted a co-ordinated national approach.
“Through the ‘Whole of Government Approach’, my ministry is working closely with other ministries and key stakeholders to ensure Zimbabwe delivers a memorable, safe, and welcoming experience to all tourists,” Minister Rwodzi said.
She said focus was on the Visiting Friends and Relatives (VFR) cluster, which aligns with festive social gatherings. Tourism support teams will be deployed at hospitality and entertainment venues to monitor service standards.
A key initiative will be a “Meet and Greet Exercise” at major ports of entry, including Robert Gabriel Mugabe, Victoria Falls and Joshua Mqabuko Nkomo International Airports, as well as Beitbridge, Kazungula, and Plumtree border posts.
“These teams will welcome tourists, offer travel assistance, and provide information,” she said.
Collaboration with Immigration and Customs will aim to streamline arrivals, ensuring a first impression of efficiency and professionalism.
Additional measures include the beautification of urban and resort areas, improved signage, safety inspections and co-ordination with provincial offices to maintain service standards nationwide.
With these strategic preparations, Victoria Falls is set to host a vibrant festive season, powered by domestic travellers and showcasing Zimbabwe’s renowned hospitality.
Bongani Ndlovu