Zimbabwe, Southern Africa poised to cash in on global shift to premium tourism

Martin Kadzere
ZIMBABWE and other Southern African countries are uniquely positioned to benefit from a major global shift away from high-volume tourism towards immersive, premium travel experiences.

Tourism remains one of the key pillars of Zimbabwe’s economy.

The sector generates vital foreign currency, earning the country more than US$1 billion annually, creating thousands of jobs and enhancing Zimbabwe’s international profile.

By showcasing iconic natural and historical attractions, tourism drives national development, supports wildlife conservation and stimulates both domestic and foreign investment.

Safari Operators Association of Zimbabwe (SOAZ) president Dr Emmanuel Fundira said on Tuesday that the region’s vast reserve of untapped natural and cultural assets places it in a strong position to secure a growing share of the evolving global tourism market.

Nearly 28 percent of Zimbabwe’s total land area is designated as protected land.

This includes world-renowned attractions such as Victoria Falls, the ancient granite landscapes of the Matobo Hills and the scenic Eastern Highlands.

Major conservation areas, including Hwange and Mana Pools national parks, provide critical habitats for the Big Five wildlife species.

Zimbabwe also serves as an important refuge for endangered species, protecting large free-ranging elephant populations and hosting the world’s fourth-largest black rhino population.

The country derives its name from Great Zimbabwe, the majestic 11th-century stone city that forms the foundation of the nation’s identity.

This rich heritage continues through globally recognised Shona stone sculpting traditions, oral folklore and immersive community-led walking safari experiences.

Rather than competing with established global tourism destinations on volume alone, Dr Fundira said Southern Africa’s greatest advantage lies in its exclusivity, authenticity and deep connection with nature — qualities that cannot be replicated elsewhere or reproduced on a mass scale.

“Southern Africa’s greatest tourism advantage is not what it has, but how much of its potential remains untapped. The next chapter will belong to those who transform natural and cultural wealth into sustainable economic value,” Dr Fundira said.

According to data compiled by the World Travel and Tourism Council (WTTC) and UN Tourism, the global travel and tourism industry has grown to an estimated value of US$9,9 trillion, accounting for nearly 10 percent of global gross domestic product and supporting about 330 million jobs worldwide.

By comparison, Southern Africa’s tourism sector contributes US$68,5 billion, representing 7,6 percent of the regional economy, and supports approximately 6,7 million direct, indirect and induced jobs.

While international tourist arrivals globally reached 1,4 billion in recent reporting periods, Southern Africa accounted for 36,6 million arrivals.

Dr Fundira said this comparatively low base should not be viewed as a weakness but rather as a significant opportunity for sustainable and strategic growth.

The structural changes favouring the region are being driven by growing global demand for immersive and transformational travel experiences, as well as continued interest in safaris, conservation tourism and nature-based luxury travel.

Competitive currency positioning across several Southern African destinations has also strengthened the region’s long-term tourism prospects.

However, he said converting potential into measurable economic gains would require deliberate structural reforms.

Dr Fundira emphasised that unlocking value would depend on increased cross-border collaboration, targeted infrastructure investment and stronger public-private sector partnerships.

“Travel demand is steadily shifting away from volume-based tourism towards higher-value, experience-driven journeys. This shift favours destinations that offer authenticity, exclusivity, cultural richness and meaningful engagement with nature.

“The region possesses a remarkable endowment of natural capital, iconic wildlife, diverse landscapes, living cultures and human experiences that are difficult to replicate elsewhere and impossible to reproduce at scale.

“In essence, Southern Africa’s opportunity is not to compete on scale, but to compete on uniqueness, authenticity and depth of experience in a global tourism market that is increasingly prioritising meaning over mass tourism. The future of Southern African tourism is not simply about recovery. It is about building a more resilient, inclusive, competitive and thriving tourism economy that delivers benefits for communities, businesses, conservation and future generations.”

The collective responsibility now rests with regional governments, tourism authorities, conservation agencies and private sector operators.

Dr Fundira said stakeholders faced an urgent responsibility to build a more resilient and inclusive tourism economy that delivers tangible benefits to local communities and future generations while safeguarding the ecosystems that underpin the sector.

“The next chapter will belong to those who transform natural and cultural wealth into sustainable economic value.”