Online Reporter
Nqobile Bhebhe, Senior Business Writer
VICTORIA Falls, a natural marvel of global standing, is witnessing a marked upswing in interest from both Asian and South African travel agencies, all eager to take advantage of its growing investment potential. This influx of tourism professionals underscores the destination’s rapidly growing status as a profitable hub for hospitality, adventure tourism and property development.
Recently, a select group of leading South African travel agents embarked on a three-day familiarisation tour of Victoria Falls, designed to promote Zimbabwe as a premier travel destination. Shortly thereafter, a contingent of business and leisure agents from Tourvest visited Harare, exploring the city’s potential as a dynamic business and leisure hub.
These visits followed closely on the heels of another familiarisation tour, during which twelve travel agents from key Asian markets — including Singapore, Hong Kong and the Philippines — experienced Victoria Falls first-hand.
The participation of both South African and Asian travel agents underscores Zimbabwe’s expanding global appeal as a tourism destination. These initiatives empower the agents to promote Zimbabwe’s diverse tourism offerings comprehensively.
The Ministry of Tourism and Hospitality Industry is actively pursuing market diversification and strengthening the domestic tourism sector to mitigate the impact of low-season periods.
Tourism remains a pivotal economic driver, contributing 12 percent to Zimbabwe’s Gross Domestic Product (GDP).
The sector demonstrated exceptional performance in 2024, surpassing agriculture and mining in terms of economic contribution, a testament to tourism’s growing role in Zimbabwe’s economic narrative.
The growth in Zimbabwe’s tourism sector is not merely a matter of interest, but one of tangible results.
Cross-border tourism has seen a substantial increase, with international tourist arrivals in the first-half of 2024 rising by a remarkable 27 percent compared to the same period in 2023. From 592 567 international visitors in 2023, the first half of 2024 welcomed 751 483 tourists. Tourism receipts have mirrored this growth, increasing by 24 percent, from approximately US$398 million in 2023 to around US$493 million in 2024.
Globally, the tourism industry is recovering from the effects of the Covid-19 pandemic with international tourism returning to pre-pandemic levels. According to the UNWTO’s World Tourism Barometer, there were 1,4 billion international tourists in 2024, marking an 11 percent increase over the previous year. As the global tourism market expands, Zimbabwe is well-positioned to benefit from this resurgence, particularly in Victoria Falls.
Mr William Stima, acting chief executive officer of the Zimbabwe Tourism Authority (ZTA), stated that these familiarisation trips are a key strategy employed to market Zimbabwe as a destination.
“These tours allow agents from important source markets to experience our offerings first-hand, enabling them to promote Zimbabwe more effectively. Agents play a vital role in connecting with the market; their personal experiences allow them to advocate for our country. These trips also foster relationships between agents and local suppliers, emphasising the importance of face-to-face interactions in building lasting connections,” he said.
Mr Stima noted that South Africa remains a key source market, accounting for over 20 percent (319 959) of total arrivals in 2023.
“Thus, the recent visits by these agents will not only help to facilitate multi-destination packages but also increase the market share of tourist arrivals from South Africa. Meanwhile, Singapore and Hong Kong are emerging markets, and these familiarisation trips aim to cultivate relationships and raise awareness that Zimbabwe is a preferred tourist destination in the region and beyond.
“These two Asian countries have growing segments of high-spending tourists whose travel seasons differ from traditional markets, helping to bridge seasonal gaps.”
Mr Stima indicated that feedback from agents has been overwhelmingly positive.
“They were particularly struck by the warmth and hospitality of our people, noting that the genuineness of the people and the excellent service are unique selling points for the destination. The enchanting allure of Victoria Falls left a lasting impression, with agents committing to promote the destination with renewed enthusiasm. The high standards demonstrated in the Victoria Falls region reaffirmed Zimbabwe as an outstanding choice for their clients.”
To enhance tourism offerings, the familiarisation tour focused on leisure tourism, township tourism, and culture and heritage tourism.
The Government continues to prioritise tourism as a critical pillar of the nation’s economic growth. Tourism remains a major foreign exchange earner, and the sector is poised to grow by 4,3 percent in 2025. As part of the National Development Strategy 1 (NDS1), tourism is seen as a key sector for generating foreign currency and creating employment opportunities.
Economist Alice Chironzi underscored the importance of tourism travel agents visiting Victoria Falls. She noted that these visits do not only promote the destination but also enhance global marketing efforts thereby attracting more international tourists.
“By experiencing the attractions first-hand, travel agents can better sell Victoria Falls as a premier destination, boosting tourism revenue, creating jobs, and strengthening Zimbabwe’s economy,” she said.
Her perspective highlights the critical role of strategic partnerships between the tourism sector and travel professionals in driving sustainable economic growth.
The Government has been proactive in creating a conducive environment for foreign direct investment in the tourism industry. Through incentives such as tax breaks, duty-free importation of tourism-related equipment, and streamlined investment procedures, authorities are encouraging foreign players to participate in the country’s tourism expansion agenda.
The demand for high-end tourism experiences, including helicopter tours, luxury river cruises, and cultural heritage tourism, presents additional avenues for business growth.
Despite the optimistic outlook, challenges such as infrastructure gaps, regulatory hurdles, and currency volatility remain concerns for potential investors. However, with continued Government reforms and strategic partnerships, industry experts believe that Victoria Falls is on the path to becoming one of Africa’s most sought-after tourism and investment destinations.
