Tourism earnings soar

of visitors rose 15 percent to 2,3 million, according to the Zimbabwe Tourism Authority Tourism Trends and Statistics Report for 2010.
The report indicates that tourist arrivals were 2 239 165, representing an 11 percent increase from the 2009 figure of 2 017 264. This pushed up tourism receipts to US$634 million from US$523 million recorded in 2009, representing a 21 percent increase from the comparative period.
Of the 2 239 165 arrivals received by Zimbabwe last year, Africa contributed 87 percent followed by Europe (6 percent), the Americas (3 percent) and Asia (2 percent).
The Oceania and Middle East contributed less than 2 percent.
ZTA officials have attributed the improved performance of the country’s tourism sector to the extensive regional and international destination marketing campaigns that the tourism authorities undertook during the period.
The ZTA report indicates that tourist arrivals from the Americas rose by 19 percent in 2010 with the United States arrivals contribution increasing by 30 percent.
The US remains the major overseas source market for Zimbabwe while Britain has maintained second position since 2006.
Statistics show that Japan is the largest Asian market for Zimbabwe followed by China with a market share of 25 percent.
Europe also recorded a 20 percent decline last year with major markets recording declines in tourist arrivals.
Spain had the highest increase in arrivals (70 percent) followed by Britain and Ireland.
The report also shows that average hotel room occupancy levels also increased from 46 percent to 52 percent while average bed occupancy levels rose from 35 percent to 36 percent last year compared to 2009.
Beitbridge had the highest room and bed occupancy rates 62 percent and 59 percent respectively while Victoria Falls remained with the highest foreign clientele composition at 63 percent.
According to the ZTA, 2011 is anticipated to bring positive results to the country’s tourism industry in line with the growth in international tourist arrivals by between 4 percent and 5 percent riding on the back of economic stability.
Meanwhile, according to data from the Ministry of Tourism and Hospitality Industry the sector was the major contributor to Zimbabwe’s Gross Domestic Product last year at around 13 percent.
And the ministry has indicated targets of US$5 billion in revenues and five million arrivals by 2015.
The Ministry of Finance has since said it expects the economy to grow by at least 8 percent this year with agriculture, mining and tourism noted as key sectors that will influence that growth.