Online Reporter
Rutendo Nyeve, Victoria Falls Reporter
ZIMBABWE’S tourism sector is riding a wave of optimism as the festive season approaches, with operators reporting strong pre-bookings and rolling out attractive packages for holidaymakers.
The country was recently named the 2025 “World’s Best Country to Visit” by Forbes magazine, a recognition that buttresses Zimbabwe’s growing appeal as a premium international tourist destination.
Despite global economic headwinds, Zimbabwe’s tourism industry continues to defy the odds. The country welcomed over 1,6 million international tourists in 2024, generating US$1,2 billion in revenue and attracting US$190,5 million in investments, according to a Ministry of Tourism and Hospitality Industry September report.
The Hospitality Association of Zimbabwe (HAZ) says tourist attractions and resorts are already averaging 70 percent occupancy, an indicator of a strong rebound and growing traveller confidence.
HAZ president, Mrs Emmah Kativu, noted that the positive trend is not limited to tourist hotspots.
“As we approach the festive season, our member establishments across the country are seeing average occupancy levels of 70 percent in resorts and tourist attractions, and 50-60 percent in city and town hotels,” she said.
Mrs Kativu attributed this growth to a combination of strategic adaptation and renewed interest in local tourism.
“Many of our members are experiencing higher-than-average booking rates compared to previous years, reflecting growing confidence in the tourism sector and an eagerness among travellers to explore their local destinations and attractions,” she said.
Mrs Kativu urged travellers to make early reservations to secure their spots, adding that the overall festive season outlook is promising due to the hospitality sector’s responsiveness to market demands.
The Victoria Falls Boat Cruise Association also reported a noticeable festive buzz. Chairperson Mr Charles Chakanya said bookings were picking up, driven mainly by domestic tourists and the diaspora.
“Most local and diaspora bookings are spontaneous or short-term. By December 24-25, I expect most facilities will be full,” he said.
Mr Chakanya expressed optimism for a strong last two weeks of December despite the prevalence of last-minute bookings.
In anticipation of the festive surge, the Ministry of Tourism and Hospitality Industry has implemented a comprehensive strategy to ensure a seamless visitor experience. This includes collaboration with other Government agencies and key stakeholders.
A central focus is the Visiting Friends and Relatives (VFR) cluster, which dominates festive travel. Ministry teams will be deployed at restaurants, fast-food outlets and entertainment venues to ensure service excellence.
The iconic “Meet and Greet” exercise has also been activated at major entry points, including Robert Gabriel Mugabe, Victoria Falls, and Joshua Mqabuko Nkomo International Airports, as well as Beitbridge, Kazungula and Plumtree border posts.
Tourism and Hospitality Industry Minister Barbara Rwodzi said their officers will welcome visitors with warm Zimbabwean hospitality, providing assistance and informational materials.
“We are also working with the Ministry of Home Affairs and Cultural Heritage to streamline arrivals, ensuring that tourists’ first impression of Zimbabwe is one of efficiency, friendliness, and professionalism,” she said.
Minister Rwodzi said Zimbabwe’s tourism industry is entering the festive season with renewed vigour and confidence, promising both domestic and international travellers a memorable holiday experience.
The ministry has complemented these measures with destination readiness activities, including urban and resort beautification, improved signage, and safety inspections across accommodation and transport sectors.
Provincial and local authorities are being engaged to ensure consistent service standards nationwide.
