DESTINATION ZW EDITION 4
Zimbabwe’s tourism trends experiencing rapid change Text by Perry Kaande
Travel and tourism trends in Zimbabwe are changing rapidly as indicated by We Are Victoria Falls (WAVF) in their ‘Future Traveller Sentiment Report’ January 2023. Developments are based on the resumption of visitor numbers post-COVID, increased business travel, alongside diversified offerings and new types of travellers. The report notes that the tourism sector in Zimbabwe is evolving hinged on the categories of accommodation, tourist demography and modes of transportation.
WAVF observes that the country is moving away from the reliance on traditional hotels, with trends swinging towards modern developed resorts that offer a broader variety of accommodation options and activities. Travel demographics are also changing. Hotels and other accommodation options previously hosted older clientele mainly for safari trips or game-viewing excursions. “However, with an increase in investment and business travel, younger professionals are increasingly frequenting these establishments,” the report reads. The world has opened up in the aftermath of the COVID- 19 induced travel restrictions. Major tourism hubs are experiencing a resumption and increase in Meetings, Incentives, Conferences and Events (MICE) travel. Exhibitions and conferences such as the recent Zimbabwe International Trade Fair (ZITF) and events such as the Victoria Falls Carnival are back on track and attracting a blend of travellers.
The WAVF document says that this presents an opportunity to develop regional travel as many of these MICE travellers come from the Southern African region. Investment in infrastructure, partly derived from the abundance of highvalue minerals and exploration in Zimbabwe, is considered to be ramping up access to seemingly non-traditional destinations.“Along with the diversification driven by mineral investment and prospecting, investment into infrastructure is improving access to a wider variety of destinations within Zimbabwe such as the Eastern Highlands and Great Zimbabwe monuments,” reveals the report.
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