Country Report

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Travel in Zimbabwe

19 pages, Aug 2016

US$660

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Executive Summary

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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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Overview:

Discover the latest market trends and uncover sources of future market growth for the Travel industry in Zimbabwe with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Zimbabwe, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Zimbabwe for free:

Car Rental
Health and Wellness Tourism
Tourism Flows Domestic
Tourism Flows Inbound
Tourism Flows Outbound
Tourist Attractions
Transportation
Travel Accommodation
Travel Retail

The Travel in Zimbabwe market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation
Historic volumes and values, company and brand market shares
Five year forecasts (of market share, market trends, market growth)
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Travel in Zimbabwe?
What are the major brands in Zimbabwe?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our

Travel And Tourism market research database.

Each report is delivered with the following components:Report: PDF and Word Market statistics: Excel workbook

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