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The local tourism industry, which slumped at the turn of the millennium because of negative sentiment in source markets in the West that accompanied the imposition of sanctions on our country, has bounced back.

When the Government launched the land reform and redistribution programme in 2000, Europe and the US led a campaign to support the white former farmers in opposing the initiative.  The local private media and foreign news outlets generated very negative stories around the land reforms and what they believed to be human rights abuses in the country.  They openly discouraged people in the West from visiting Zimbabwe while laws were put in place to impose sanctions on the country and to severely punish companies caught doing business with any Zimbabwean entity.  These, among other factors, precipitated a negative image of our country in the minds of people in the source markets.  They removed our country from the list of places to visit.  Travel agents in those areas stopped marketing this destination as well.  It was obvious that the local tourism sector would suffer amid such hostility in the biggest source of tourists for our country.  Their revenues declined as did the standards.  A generally bad economic climate did not help matters.

But the sentiment has been improving over the past six years or so, triggering an upsurge in arrivals.  Probably the joint hosting of the United Nations World Tourism Organisation by our country and Zambia in August 2013 was the real turning point.  Top global tourism and hospitality executives would not have spent days in a market that is too dangerous to visit; a market that had nothing to offer.  Thus their presence in Victoria Falls during the conference was a big statement to foreign tourists; it was a strong endorsement of Zimbabwe as a destination worth their time, and money.  

Zimbabwe has not looked back since then.  

Arrivals are trending up with about 2,4 million visiting in 2017 and 2,6 million last year.  The number is set to rise higher this year to three million, generating about US$1 billion.  

In addition to the steady growth in the number of arrivals, the country has been receiving accolades for being among the world’s top must-visit places.  Zimbabwe recently won an award for the most sustainable tourist destination at the International Tourism Bourse in Berlin, Germany last month and was also voted as the world’s third must-visit destination after Sri Lanka and Germany.  National Geographic has also acknowledged the country as one of the prime tourist destinations in the world.

Minister of Tourism and Hospitality Industry, Prisca Mupfumira won the Tourism Minister of the Year (Africa) award at the Berlin event.

As reported in these pages yesterday, international holiday rental search engine, HomeToGo, has just named Zimbabwe sixth in the top 10 trending destinations for United Kingdom-based tourists. 

“Interest in traditional European summer holiday destinations like Italy and Spain is declining. Our data shows that travellers are instead seeking out more distant and unusual destinations,” said HomeToGo.

“Zimbabwe has so much to offer. The growing numbers of British tourists heading there this summer will find a warm, welcoming culture, spectacular landscapes and wildlife, and great eco-tourism opportunities. 

“Go hiking in the beautiful Eastern Highlands, take a sustainable safari in one of the huge national parks, or explore the ruins of the medieval Kingdom of Zimbabwe, one of the biggest civilisations in pre-colonial Africa.”

This ranking is yet another of the many welcome honours that the country has received in recent years.  Such an honour from a top tourism authority – not just top but British as well – was unimaginable some 10 years ago given the relations between our country and the United Kingdom at that time.  This turnaround is remarkable.

As the honours continue flowing from the West, East and all over the world, tourists must keep flocking in as well.  This trend will grow, we are confident, as President Mnangagwa’s Government is resetting the country’s relations with the world.  Also, all factors influencing the growth of tourism are in place — a stable political climate, a stabilising economy, improved governance and intensifying destination marketing efforts. 

The President is doing well as the country’s most high profile tourism ambassador.  Minister Mupfumira is working hard to market the destination too, with the great support from the Zimbabwe Tourism Authority and the businesses in the tourism and hospitality industry.    

The tourism product itself is irresistible.  There is only one Victoria Falls, the world’s most spectacular water fall; and that Victoria Falls faces Zimbabwean territory.  The Great Zimbabwe Monument is one of the oldest, unique stone wall structures on the globe.  The Eastern Highlands, with their scenic views and temperate climate, are an outstanding place to visit.  There are not many countries with a high concentration of species of game such as we have at Hwange and Gonarezhou national parks.  Lake Kariba is among the world’s biggest manmade dams.  It is a must-visit for every water sporting, fishing enthusiast or pleasure seeker.