Zimbabwe is seeing renewed interest and growth from established and emerging source markets. While lingering challenges remain, it’s up to suppliers to ensure consultants are up to speed with the latest developments. Tessa Reed reports.

The UK, US and northern European markets are showing increased interest in Zimbabwe, while Victoria Falls in particular experienced an almost 10% increase in hotel occupancies last year, when compared with 2013. This is despite the outbreak of Ebola in West Africa, which – despite being miles away – resulted in travellers cancelling trips to sub-Saharan Africa.

One of the key factors driving interest in Zimbabwe has been the increase in positive exposure the destination has recently received. Diane Lobel of US-based African Portfolio says Zimbabwe was recently featured in the New York Times’ list of 52 places to visit in 2015. She says this, together with other positive exposure, has helped put Zimbabwe back on the map.

“Zimbabwe, in the space of the first six weeks of this year, really had the spotlight shining on it,” says Lobel. “There’s an implicit endorsement that I think addresses some of the safety and security concerns that travellers have had.” Similarly, Albee Yeend, Regional Manager – Africa at Red Savannah UK, says she has seen an increase in interest in Zimbabwe from the American and English markets, thanks to more positive publicity in the press.

Like much of sub-Saharan Africa, Zimbabwe was affected by the outbreak of Ebola, despite the distance of the destination from the outbreak. Vivian McCarthy, Director at Acacia Africa says the country has had a challenging 12 months but is seeing a resurgence of interest and demand. Lobel adds that, while she’s booking guests for 2015, she expects 2016 will be a great year for Zimbabwe. She explains that a number of people who cancelled their trips because of Ebola fears are rebooking for 2016.

McCarthy points out that media coverage can over-emphasise the negative, which can be difficult to overcome.  “It is vital that agents and operators alike have the information and knowledge to address issues that may concern customers,” he says. “It is only by representing Africa accurately that we can provide a clear benefit to our customers, Zimbabwe and the continent.”

Ross Kennedy, Africa Albida Tourism Chief Executive and ATTA Southern Africa Director, has also seen a renewed interest and growth in travel to Zimbabwe. He points out that in 2014 Victoria Falls arrivals grew 9.9% compared with 2013. “More and more international tour operators are including Zimbabwe in their itineraries and actively promoting it.” 

According to Kennedy, the US and Australia are the strongest markets, but there is also growth in UK visitor numbers. “More visitors are also coming from South America, Asia, Canada, Germany, Italy, France and the Middle East, as well as neighbouring countries,” he says.

Julian Asher of Timeless Africa, which has offices in the UK and US, says he hasn’t seen a change in demand. He says most enquiries for Zimbabwe come from repeat visitors as well as younger travellers. For the younger, adventurous travellers, he says he has seen a lot of interest in Victoria Falls, Hwange and Mana Pools. He explains that Mana Pools is particularly popular with the young market, who like active holidays with walking safaris and canoeing.

Asher also points out that Zimbabwe is particularly attractive to younger travellers who do not have as much disposable income, although the destination has a lot to offer the high-end market too. “It is really good value for money,” says Asher, adding that this can persuade people to visit the destination. He says travellers can do a lot more in Zimbabwe for the same amount of money than they can in neighbouring countries. “The prices are around two-thirds cheaper than the neighbouring countries,” says Yeend.

Lobel suggests that while Zimbabwe still has a way to go to compete with some of its neighbours, she points out that it has the right offering to compete. “Zimbabwe presents a wonderful alternative to travellers who don’t have significant budget,” says Lobel. “Zimbabwe in many respects can still offer that small, luxury, great guiding experience for less money.”

“The trade is definitely showing increasing interest in Zimbabwe, which must, at least in part, be attributed to the requests they receive from the public,” says Sabine Featherby, who owns and operates the river cruiser, Matusadona. She adds that what is needed now is the training of consultants again. “Before 2001, Zimbabwe was an incredibly popular destination. Now 14 years later, the trade consultants’ knowledge of the various tourist destinations (besides the Falls) and the logistics to connect the dots for an itinerary need to be rejuvenated.” 

“Over the last few years there has been a significant amount of investment in Zimbabwe and with a better tourism infrastructure in place it is attracting more clients and a broader range of clients,” says McCarthy. “The destination is certainly growing in popularity and it’s a welcome addition on our camping overland, accommodated overland and small group safaris.”

Increased tourism infrastructure has also made the destination easier to package, says Lobel. She says one of the big challenges has been getting people around the country. “There were not a lot of alternatives, other than private charter, which is costly.” She says today there are reliable domestic flights as well as feeder flights from charter operators, which makes it easier to get travellers around the country.

However, there’s still a need for better connectivity. Asher says, for example, to package Hwange and Mana Pools with the south-eastern corner of Zimbabwe, clients need to be chartered. He adds that while some guests are happy to pay the higher amount for chartered flights, it pushes it out of the budget of many clients.

Kennedy points out that the biggest challenges to selling the destination are around long-haul access. However, he believes this will change when the new Victoria Falls International Airport opens later this year. Dr Shingi Munyeza, CEO at African Sun, is also enthusiastic about the new airport. He says it will make Victoria Falls more accessible. “We foresee the return of more airlines into the destination,” says Munyeza.

At least three airlines Etihad, Kenya Airways and Emirates – have engaged in preliminary discussions to introduce direct flights to the airport. According to Asher, the Emirates and Etihad flights would make practical sense for American clients. “Most people would much rather overnight in Victoria Falls than Joburg,” he says, adding that clients could then also be convinced to go up to Hwange.

“While still in its pilot phase, the launch of the UniVisa will undoubtedly help to boost tourism between Zimbabwe and Zambia,” says McCarthy. “If successful, priced effectively and then rolled out to Namibia and Botswana, we believe it could be particularly beneficial for tourism, not only Zimbabwe but for the entire region.”

Featherby suggests that other factors boosting tourism to Zimbabwe include the official adoption of the US dollar a few years ago, while the country offers uncontrived game viewing compared with fenced and busier reserves in some of the other SADC countries.

Despite the positive exposure Zimbabwe has received, other challenges to selling the destination centre around perception of safety as well as the lingering negative association people have with the current regime.

Asher says the recent reports on President Robert Mugabe’s lavish birthday celebrations did not do the destination any favours. Both Asher and Lobel point out that some tourists are reluctant to be financially supportive of the regime. However, Lobel adds: “But I think that that is also fading somewhat and there’s more of an understanding that tourism is critical to the people who live there.”