Travel in Zimbabwe

Inbound arrivals flourishes in a fragile economy

In spite of the economic potential of Zimbabwe, with its strong gold, natural resources and agricultural environments, the 1.4% GDP growth registered in 2015 demonstrated the fragility and volatility of the country’s economy. Nevertheless, and despite the adversities, inbound arrivals was able to develop, recover from the crisis in 2008 and increase its contribution to the national GDP.

Underdeveloped entrepreneurial framework undermines e-commerce

The Zimbabwean travel market largely consists of local and uneducated entrepreneurs who try to adapt to the domestic market and to demand from foreign tourists. If in terms of currency and language this adaptation is easy, in terms of new communication technologies an extremely underdeveloped scenario is apparent. This is evident in the market’s online sales, which are nominal. The lack of multinational players operating in the country further explains the poor performance of online sales.

Low cost carriers show the way

Despite the underdeveloped stage of some categories in this market and even the Zimbabwean airlines category, airlines has, in fact, demonstrated some outstanding entrepreneurial dynamics. After FlyAfrica.com began to operate low cost flights in the country, in 2015 Fastjet Zimbabwe began to offer both internal domestic flights and connections to South Africa. This bold entrepreneurial attitude fuelled the category and the overall market and resulted in increasing competition in other categories.

Domestic tourism damaged by high prices

Domestic tourism flows were significantly undermined by the high prices practised in the country and which are only affordable for foreign tourists. Domestic tourists increasingly complain that an average Zimbabwean worker cannot afford the costs of local hotels or the expensive adventure and safari packages sold through intermediaries. This trend led to a decline in domestic flows in the country in the latter part of the review period.

Marketing and product diversification to fuel the market

The Zimbabwean Government acknowledges the increasing importance of travel in the development of the country’s economy. As a result investment aimed at stimulating Zimbabwe’s tourism potential abroad is already underway and the results may well be felt in the short term. In parallel, in order to make the country more appealing to foreign tourists, intermediaries need to innovate and create new touristic products. In other African destinations, the creation of luxury safari and adventure packages is becoming increasingly fashionable and should be exploited by local entrepreneurs. In parallel, support mechanisms to stimulate domestic tourism should be urgently implemented by official entities in partnership with lodging and intermediary entrepreneurs.

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