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Online Reporter

THE Ministry of Tourism and Hospitality Industry has partnered with key players in the sector to invite and host travel agents for familiarisation tours in the country’s prime tourism capital, Victoria Falls.

A group of top South African tourism agents arrived in Victoria Falls on Thursday for a three-day familiarisation tour aimed at positioning Zimbabwe as a must-visit travel destination.

The Ministry partnered with Fastjet Zimbabwe, the Airports Company of Zimbabwe, the Zimbabwe Parks and Wildlife Management Authority, and other stakeholders.

Representing a cross-section of leading travel consolidators in the industry, thetourism agents, include Tourvest, XL Nexus, and Stanley Safaris, among others.

The initiative seeks to promote Zimbabwe’s tourism to high-value travellers across key markets and ultimately attract increased arrivals. With the support of the Zimbabwe Tourism Authority, the agents are expected to experience various activities in Victoria Falls’ tourism portfolio.

They will enjoy a guided tour of the iconic Victoria Falls, a Zambezi River sunset cruise, a game drive, the breathtaking “Flight of Angels” helicopter tour, bungee jumping, and visits to some hotels.

South Africa remains Zimbabwe’s largest regional tourist source market.

The familiarisation trip is designed to strengthen industry partnerships, enhance destination visibility, and drive visitor growth. By equipping top travel specialists with firsthand knowledge and authentic experiences, Zimbabwe is reinforcing its position as a premier adventure and wildlife destination on the global stage.

The visit by the agents comes just a week after the tourism resort hosted another group of travel agents from Asia, ensuring the destination remains active during off-peak seasons.

Nine travel agents from key Asian markets, particularly Singapore, Hong Kong, and the Philippines, recently completed a familiarisation tour of the country with the support of Qatar Airways, Thompsons Africa, and Gateway Singapore.

Tourism is a seasonal sector, with visitor arrivals typically reaching their lowest levels after the festive season and continuing until the end of March.

Travel groups play a crucial role in bridging this gap, ensuring the industry remains vibrant throughout this period.

The Asian market is an increasingly important source of tourists, with many travellers from this region preferring to visit in groups.