Zim re-engages Europe, America tourism markets

via Zim re-engages Europe, America tourism markets – DailyNews Live by John Kachembere  18 FEBRUARY 2014 

Zimbabwe seeks to re-engage the European and Americas tourism markets as part of efforts to boost depressed tourist receipts.

This comes as President Robert Mugabe’s administration had in the early 2000s abandoned the key traditional source markets under a Look East policy, to focus on Asia.

However, Europe and the West remain the major markets for the country’s tourism industry.

In the meantime, government has intensified efforts to revive the tourism industry, targeting to contribute $5 billion to the country’s gross domestic product by 2018.

Last Friday, Zimbabwe Tourism Authority (ZTA)’s chief executive Karikoga Kaseke, said there is need to re-engage with the world’s high value markets and improve destination image if the country is grow its tourism industry.

“From 1999 to 2013 European visitors declined by 66 percent from 380 113 to 128 901, while those from the Americas declined by 53 percent from 116 109 to 54 157,” he said, adding that “at the same time, tourists from Oceania also contracted by 65 percent from 65 281 to 22 689”.

Kaseke said the negative image tag attached to Zimbabwe as a tourism brand has continued to haunt the nation considering that the period 1980 to 1999 arrivals average growth rate was 14 percent per annum.

“Had this growth been sustained, over 14 million arrivals would have been realised in year 2013,” he said.

Latest ZTA figures indicate that the country recorded a two percent growth in tourist arrivals from 1 794 230 in 2012 to 1 832 570 in 2013.

Despite the increase, the arrivals are yet to reach the peak of 2, 2 million tourists recorded in 1999.

The majority of 2013 arrivals were low-spending tourists from mainland Africa who came in at 1 570 799.

Kaseke noted that average expenditure by the African visitors is around $250 per trip based on a 2004 Visitor Exit Survey.

“Due to Zimbabwe’ geographic location, the destination is naturally a transit hub in the region. The great traffic from Africa is usually visitors who are transiting through the country to South Africa and Tanzania mainly for trade purposes.”



  • comment-avatar

    Come visit and get ripped off!

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    munzwa 8 years ago

    and be harassed by the police and immigration officials, easy through put at all our border posts is the most attractive reason to visit!!!!!!!!!!!!!!

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    Daniel 8 years ago

    It will take lots of time and money to rectify this situation.A lot of the game population has been poached and concervancies overrun by people who know nothing about the game industry.Go on a housboat trip around Kariba.You will see some elephant and little else.Fifteen years ago the place was teaming with a wide range of game.When you start stealing elections,do not supply your people with basic needs,destroy agriculture and tell the west to b…..r off there will be a price to pay.China and other eastern countries milk Africa and give very little towards the advancment of its people.We were all warned what would happen but many looked the other way and now we pay the price.Add to this like Jake says you will be ripped off. S. Africa offers MUCH better value for money.Take Vic Falls away and nothing is left.I will not be back!!!

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    Senzachena 8 years ago

    Sort out the illegal thieving Government, lock up the thieves in the Police Force/Army/Immigration Dept. Bring discipline back into the Civil service. Sort out the tourist facilities, stop ripping off the few tourists that are stupid enough to visit the country, only then you might get a few brave souls coming to see what is left of what was a great country. Otherwise you are wasting your time!!

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    Yep. You are all right! We fool ourselves. lets get back on track! How do we do that?

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    Chess player 8 years ago

    Look East policy indeed!

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    Mthwakazi 8 years ago

    All they need to do is to stop gukurahundism. Everything will just fall into place!!

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    Tongoona 8 years ago

    Daniel you are right. Who wants to spend his/her hard earned money to come and see corruption from top to bottom, bones of poisoned elephants, a dejected hungry nation, a misgoverned country, potholed and dangerous streets, medicineless hospitals and clinics etc. There is one thing they are surely to see, the good nature of Zimbabweans.

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    mujibha 8 years ago

    kaseke, put your house inorder first, check your policies if they r really good to invite tourists. how could someone to come to a country were a vice president condone corruption. you know what has destroy the country, thats none other than you guys. i remmember one old idiot saying you keep your england and i will keep my zimbabwe so why now, to invite them. imbwa dzevanhu mauraya nyika. you need to pack your bags and go all of you, idiots.

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    John Thomas 8 years ago

    From the moment a visitor arrives there are hands grasping for unearned money. beggars, policemen, officials and business owners. We are not fit for polite company.

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    Kubota Binga 8 years ago

    Thats the way the world goes guys. As much hot air as you are able to give off your nose, Tourists will come to Zimbabwe. Infact a few of my workmates have been visiting throughout out from 2002 to now. Tourists dont just wanna see what you think in good. They just wanna see!!

    So just take it as it comes. Like a Mugabe win or rig, it just comes no matter how much Hot air MDC gives off…MDC with its many surnames.

    Welcome Tourists!!!

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    Kubota Binga 8 years ago

    Just for a record, past election was a win. 2008 i don’t know. 2002 mixed, good try mdc. prior to that it was more Tribal than anything else.

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    Please clean up the country first. It is dirty. Tourists do not like looking at or risk getting some diseases through the dirt that has accumulated over the years. We would welcome a second Muramba tsvina. Zimbos need serious education as far as littering is concerned. in some countries one can be arrested for it.

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    GURUNDORO 8 years ago

    Even our pricing structure is out of this world.We are not serious as a country.Lets continue looking East.