Online Reporter
Sunday Mail Correspondent
ZIMBABWE’S tourism industry is set to benefit from the Econet Victoria Falls Marathon set for July 5, 2026, as key sector players hail the iconic event as a major driver of sports tourism, economic activity and international destination marketing.
The marathon is expected to attract more than 5 000 runners from over 40 countries, reinforcing its position as one of Africa’s premier destination sporting events.
What began in 2006 as a niche event has evolved into a globally recognised tourism attraction, drawing elite athletes, recreational runners and adventure seekers to Victoria Falls, one of the world’s most celebrated natural destinations.
For tourism stakeholders, the marathon has become a catalyst for visitor arrivals, business growth and global exposure for “Destination Zimbabwe”.
Speaking ahead of the event, Zimbabwe Parks and Wildlife Management Authority (ZimParks) spokesperson Luckmore Safuli said the marathon aligns perfectly with the country’s ambitions to expand sports tourism and strengthen its competitiveness on the international travel market.
“Events such as the Econet Victoria Falls Marathon demonstrate the immense potential of sports tourism in Zimbabwe. Every participant who travels to Victoria Falls becomes an ambassador for Destination Zimbabwe.
They come for the race, but they also experience our hospitality, wildlife, culture and world-renowned attractions,” he said.
Safuli said the economic benefits extend well beyond race day, generating business for hotels, restaurants, tour operators, transport providers and adventure tourism companies.
Victoria Falls experiences a huge surge in visitor activity during marathon weekend, with many participants extending their stay to enjoy visits to the majestic Victoria Falls, game drives, helicopter flights, white-water rafting and many other holiday activities.
“We are seeing a growing trend of international runners combining competition with leisure travel. That is exactly what sports tourism is about. The marathon gives Zimbabwe an opportunity to showcase its tourism offering to thousands of high-value visitors from across the globe,” he said.
The event comes as visitor numbers to the Victoria Falls Rainforest continue to rise. A total of 64 000 visitors were recorded during the first quarter of 2026, up from 60 000 during the same period last year, according to statistics released by ZimParks.
“The first-quarter statistics demonstrate growing confidence among visitors choosing Victoria Falls as their preferred destination,” said Safuli.
“Going forward, we expect Victoria Falls to attract even more visitors, contributing to Zimbabwe’s tourism growth. As ZimParks, we remain committed to ensuring that all tourists visiting this UNESCO World Heritage Site enjoy a safe and premium experience,” he said.
With several race categories already sold out, organisers say this year’s edition is on course to become the largest in the marathon’s 20-year history.
Tourism and hospitality operators have similarly welcomed the marathon’s growing impact on visitor arrivals and business performance.
Africa Albida Tourism sales and marketing director Anald Musonza described the marathon as one of Victoria Falls’ most important annual tourism events, highlighting its role in propelling demand across the hospitality value chain.
“The Econet Victoria Falls Marathon is a very important event for our destination. One of the key growth areas for tourism globally is ‘MICE’ – meetings, incentives, conferences and events – and the marathon has become a significant contributor within that space,” said Musonza.
“Every year, it brings thousands of visitors from around the world to Victoria Falls. The benefits ripple across the entire tourism economy, from hotels and restaurants to activity operators and transport providers. Ultimately, it supports livelihoods, creates jobs and drives demand for tourism products and services.”
The event’s international reach, Musonza said, also provides invaluable exposure for Zimbabwe and its tourism offering.
“With participants travelling from more than 40 countries, the marathon presents a unique opportunity to market both Victoria Falls and Zimbabwe to a global audience. It allows visitors to experience our products first-hand and become ambassadors for the destination when they return home.”
He said the Victoria Falls Safari Collection, owned and operated by Africa Albida Tourism, continues to benefit significantly from the influx of visitors generated by the event.
“We look forward to the marathon every year because it creates strong demand across our hotels, restaurants and experiences. The Boma Dinner & Drum Show, in particular, remains a popular attraction for many of the runners and their families during their stay in Victoria Falls.”
Industry stakeholders say the marathon has become a textbook example of how sporting events can stimulate tourism-led growth while generating valuable international exposure for Zimbabwe.
Econet Victoria Falls Marathon race director Brent Williamson said the event’s appeal stretches far beyond competitive running.
“We have seen runners turn a race weekend into a week-long African adventure, and families travel together so that non-running partners and children can enjoy the destination while their loved ones compete,” he said.
“The lifestyle dimension is equally important. Our field spans every age group and fitness level, from elite athletes chasing prize money to first-time runners ticking off a bucket-list goal, and that inclusivity is something we are enormously proud of.”
