According to a tourism report by ZimStats, Zimbabwe’s tourism industry has had a solid start to 2023, with the latest international migration statistics showing significant growth in visitor arrivals for the first quarter of the year.
Total arrivals were up 47.8% compared to the same period last year, boding well for tourism’s contribution to Zimbabwe’s economy in 2023.
The majority of visitors (66%) came from regional African countries, highlighting the importance of Zimbabwe’s neighboring source markets. South Africa, in particular, accounted for 24.4% of total visitors during this period. Given Africa’s expanding middle class, and growth in leisure travel within the continent, regional African countries should remain an area of focus for Zimbabwe’s tourism promotion efforts.
Leisure travel was the primary reason for visiting Zimbabwe, with 46.5% of visitors indicating they came for holiday purposes. The number of leisure visitors was up over 50% from last year, showing Zimbabwe’s increasing appeal as a holiday destination. This presents opportunities for tourism businesses to tap into the leisure market, from destination marketing to providing accommodation, activities, shopping, food and nightlife experiences tailored to holidaymakers.
The first quarter statistics also show visitors preferring road transport (77.5%) over air transport (22.5%) to enter Zimbabwe. Beitbridge border post accounted for 25% of road entries, underscoring its significance as a strategic access point for tourism. Tourism operators near Beitbridge—including those in Bulawayo, Masvingo and the Save Valley—should ramp up their destination marketing and promotional efforts to capture these overland visitors. The same applies for businesses close to R.G. Mugabe International Airport, which was used by over 55% of visitors arriving by air.
How can tourism businesses act on these insights to increase their share of Zimbabwe’s growing tourism market?
First, focus promotional messaging and packages on the leisure market and regional visitors, especially those from South Africa, Mozambique, Zambia, Malawi and Botswana. Tailor marketing campaigns, travel deals and experiences to these audiences on digital platforms they frequent, like Facebook, Instagram and travel booking sites. Spread the word that Zimbabwe is an attractive, affordable holiday option for African travelers seeking an escapist outdoor getaway.
Second, for operators near major ports of entry like Beitbridge and RG Mugabe Airport, ensure information on your products and services reaches visitors on arrival. Work with local tourism organizations to advertise in airport lounges, distribute brochures to taxi and tour operators, get exposure on hotel welcome screens, and promote on their websites and social media platforms. Make it easy for new arrivals to find you.
Finally, lobby relevant government departments and agencies to improve visitor facilities at Beitbridge and other busy land borders, as well as the airport. While visitors may prefer overland entry now, poor facilities and tedious border processes negatively impact their experience and Zimbabwe’s destination appeal. Enhanced access infrastructure and streamlined entry procedures will make the process of getting in—and getting around—Zimbabwe smoother for visitors, encouraging repeat visits and recommendations to others.
In summary, Zimbabwe’s tourism industry shows promising signs of growth, but continued progress depends on the right promotion, partnerships, facilities and policies to turn opportunities into outcomes. By focusing marketing on key leisure and regional source markets, improving visibility for new arrivals, and advocating for enhanced access and entry points, tourism businesses can thrive in 2023 and drive Zimbabwe’s destination success. The time for promoting Zimbabwe’s tourism potential is now.
Zimbabwe’s tourism industry would benefit from diversifying its source markets to reduce dependence on neighboring countries. Some long-haul markets that could be targeted include:
UK: Zimbabwe was a former British colony, and the UK remains an important source of inward-bound tourism to southern Africa. Zimbabwean tourism companies could promote to UK audiences through digital campaigns on platforms like Facebook, Instagram and travel booking sites, highlighting Zimbabwe’s post-colonial history, natural attractions like Victoria Falls and Hwange National Park, and adventure activities.
China: China is the largest outbound tourism source market in Asia, and Chinese tourists are increasingly opting for exotic destinations in Africa. Digital promotion via Chinese social media like WeChat and Weibo, as well as on Chinese travel sites like Ctrip, could help raise Zimbabwe’s destination profile for Chinese holidaymakers seeking an off-the-beaten path adventure. Messaging should focus on Zimbabwe as an exciting, rugged destination for experience-seeking travelers.
US & Canada: North Americans are interested in impactful, eco-conscious vacation experiences. Promoting Zimbabwe’s sustainable tourism initiatives, wildlife conservation efforts and authentic cultural experiences on social media, content platforms like Medium and Lonely Planet, and with travel influencers could resonate with this audience. Showcasing the natural beauty of destinations like Mana Pools and Matobo Hills could also gain interest from outdoor enthusiasts and wildlife viewers.
Germany: Germans value outdoor getaways, cultural immersion and natural scenery. Promoting Zimbabwe’s array of activities, from bungee jumping to rhino tracking, as well as its rich tribal history and striking landscapes on German social channels like Facebook, Instagram and Pinterest could attract adventurous German travelers seeking a dose of culture, nature and thrill-seeking in an exotic location.
While the tourism report does not specify source markets outside Africa, these digital promotion strategies targeted at key western countries and China could help raise Zimbabwe’s destination profile, bring in high-value tourists, and diversify revenue sources. By using social media and content tailored for specific audience interests, Zimbabwe’s tourism industry can make promising inroads into long-haul markets that have the potential to revitalize the sector. The rewards of cultivating these new, far-flung sources justify the effort required.
Source: ZimStats
