Staff Writer
ZIMBABWE is stepping up efforts to strengthen regional tourism trade and expand its presence in the Southern African market through initiatives aimed at increasing tourist arrivals and promoting the country’s diverse tourism products.
The initiative saw South African travel agents participate in a familiarisation (FAM) tour of Victoria Falls, organised in partnership with South African Airways (SAA) and local tourism industry players.
The programme was designed to give the visiting agents first-hand exposure to Victoria Falls’ diverse tourism products, attractions and experiences, equipping them with the knowledge needed to effectively package, recommend and sell Zimbabwe as a preferred tourism destination.
The engagement also sought to strengthen commercial relationships between South African travel trade representatives and Zimbabwean tourism suppliers, creating opportunities for increased business collaboration and improved destination marketing.
Zimbabwe’s strong air connectivity through Johannesburg, Cape Town and Durban was highlighted as a key factor in facilitating regional travel and making the country more accessible to South African tourists.
The partnership with South African Airways is expected to support efforts to improve destination visibility, encourage increased travel between the two countries and strengthen Zimbabwe’s competitiveness in the regional tourism market.
Strengthening regional tourism trade remains important in expanding market reach, increasing tourist flows and generating greater economic value across Zimbabwe’s tourism value chain.
Through such engagements, Zimbabwe continues to position itself as a destination offering a wide range of tourism experiences while leveraging strategic partnerships to unlock opportunities within the regional travel market.
The initiative aligns with the country’s broader destination marketing drive under the #ExperienceZimbabwe campaign, which promotes Zimbabwe’s natural attractions, cultural heritage and tourism experiences.