Zimbabwean tourism operators have been urged to review pricing after research suggests tourists are avoiding overnight stays in Zimbabwe.

According to the research by Zimbabwe Tourism Authority, the country is being considered as an add-on destination to other countries in the region.

According to the ZTA, many foreign tourists visiting the Victoria Falls are entering through Kazungula and Victoria Falls border posts for single night stays and day trips.

In its first quarter tourism performance overview, the ZTA noted that prices of goods and services were generally cheaper in Zambia and Botswana than in Zimbabwe. The authority suggested that Zimbabwe was being considered as a secondary destination to Zambia and Botswana.

 “Observations have also revealed a pattern where tourists are booking in Livingstone, then cross over to Zimbabwe for day trips, only to return to Zambia,” said the ZTA. “The visits to Zimbabwe were mostly just to view the Victoria Falls from the best vantage point, which is on the Zimbabwe side, as well as to take part in high-adrenalin activities on the Victoria Falls Bridge.”

Statistics show that American tourists entered Zimbabwe from Zambia while a significant number entered Zimbabwe from Botswana.

Japanese entries via the Victoria Falls Barrier showed that the tourists were coming from Zambia, adding further to the impression created by the US market that Zimbabwe was an ‘add on’ destination from both Botswana and Zambia, the ZTA said.

“This once again brings pricing issues to the fore in explaining this preference and this calls for Zimbabwe to review prices all round and put in place a competitive pricing model in order to compete effectively with regional competitors in terms of attracting overseas tourists as a main destination and increasing the length of stay and total spend by tourists,” said the ZTA.

However, Ross Kennedy, CEO of Africa Albida Tourism, says that the average length of stay in Victoria Falls is two and a half nights, while the average length of stay in self-catering lodges goes up to four nights. Kennedy points out that this length of stay has increased. “When we opened 20 plus years ago the average length of stay in Vic Falls was just over one night.” He also says most of the town’s arrivals enter at the airport, although some fly into Livingstone because fares from Johannesburg are to Livingstone are cheaper.

Commenting on calls to review pricing, he said: “There is only one pricing model that works and is relevant to the Zimbabwe tourism industry. It is called market forces.” He adds that tourists will vote with their feet. Moreover, Kennedy says factors affecting arrivals include ease of access; cost of access; visa policies; how welcome guests feel; and the range, price, choice, and location of accommodation and experiences.

Tourism Update is increasing its coverage of destinations outside South Africa. Do you have news in Zimbabwe and Zambia? Send your news to editor@tourismupdate.co.za.