Zimbabwe Tourism Marketing Analysis Report 2022 1

ZIMBABWE TOURISM MARKET ANALYSIS
A market analysis report: markets and segments of focus and

optimal marketing budget allocation
Final report
8 November 2022
With the technical assistance of:

For more information please contact: © The recommendations reported herein are provided on a confidential
Twenty31 Consulting Inc. basis to the Zimbabwe Tourism Authority (ZTA). ZTA is free to use the
2178 West 15th Avenue recommendations in whatever manner it chooses, including releasing
Vancouver, BC them to their stakeholders, partners and/or media.
Canada
V6K 2Y5 The information and data found in this document are current as of the
date of submission to ZTA and subject to change given market forces and
Tourism.Defined. external variables.
www.twenty31.org
8 November 2022
2
TABLE OF CONTENTS
SECTION CHAPTER PAGE
INTRODUCTION AND Background and Context 5

CONTEXT Executive Summary 6
Brief and Deliverable 9
SECTION 1: SITUATIONAL Impact of COVID-19 10

ANALYSIS Consumer Travel Trends 12
Insights from Key Stakeholders 13
Methodology 24
SECTION 2: MARKET
Section Summary 25
SEGMENTATION
Part 1: Identifying Zimbabwe’s Consumer Segments 27
Part 2: Key Channels 44
SECTION 3: MARKET Methodology 56

PORTFOLIO ANALYSIS Section Summary 57
Part 1: Zimbabwe’s Global Tourism Markets Rationale 60
3
ZIMBABWE DESTINATION DEVELOPMENT PROGRAM
TABLE OF CONTENTS
SECTION CHAPTER PAGE
Methodology, Approach, and Key Factors 80
Source Markets 81
SECTION 4: INVESTMENT Budget Allocation by Source Market 83

ALLOCATION Segment and Channel Split 84
Part 1: Offline Marketing 85
Part 2: Digital Marketing 96
Stakeholder Engagement Methodology 108
Impact of COVID-19 109
Consumer Travel Trends 114
Zimbabwe’s Tourism Landscape 125
APPENDIX Zimbabwe Connectivity and Capacity Analysis 132
TTCI Subindex Findings 145
Traveller Attitudes 150
Victoria Falls: Connectivity and Capacity Analysis 155
Victoria Falls’ Global Tourism Markets 160
4
BACKGROUND AND CONTEXT.
CONTEXT
• Zimbabwe has long been facing a stagnation in tourism demand, compounded • The program is designed to accelerate recovery of the tourism sector
by the global COVID-19 pandemic. following the pandemic and build greater resilience going forward.
• The government authorities disseminate research on total visitor arrivals and • GoZ wishes to drive more targeted tourists to Zimbabwe and better inform
visitor origin which helps tourism stakeholders understand macro growth and decision making by investing in market research on brand health and
performance. consumer insights.
• This data, while useful, does not by itself provide sufficient understanding of • To this end, ZTA via IFC engaged Twenty31 Consulting Inc., a research-based
industry conditions and issues, market dynamics and travel consumer insights. management consultancy with a strong performance record in the global
It does however provide a basis for developing such insights and has informed travel & tourism industry to conduct a market portfolio analysis, segmentation
the development of key markets and consumer segmentation analysis. to support prioritization and marketing investment allocation across different
• The Government of Zimbabwe (GoZ), represented by the Ministry of markets.
Environment, Climate, Tourism and Hospitality Industry (MECTHI) and • The resulting report is intended to feed into marketing investment decision-
Zimbabwe Tourism Authority (ZTA) is working with IFC on a program of making.
technical assistance.
• The program is known as the Zimbabwe Destination Development Program
(ZDDP).
5
EXECUTIVE SUMMARY.
• Zimbabwe and its counterparts in the SADC region have been among the • Notable challenges are around ease of access to particular underserved
hardest hit tourist destinations by the devastation of the COVID-19 pandemic. destinations within Zimbabwe, domestic connectivity, consistency of public
• Despite this, several travel and tourism trends are emerging in the post- services, airline capacity, and the various costs for travellers associated with
pandemic environment as tourism gradually resumes for which Zimbabwe is working around these challenges.
well-placed to leverage given its overall destination profile. • While these challenges are ongoing however, Zimbabwe is generally highly
• Post-pandemic travellers, both regional and international, will be seeking regarded for its tourism offerings – particularly those associated with nature-
longer stays (given fewer regular opportunities to travel) in more immersive, based accommodation, safaris, nature-based experiences, and affiliated
authentic, and nature-based environments, often with a focus on services such as guides.
sustainability and regeneration. • Zimbabwe also has a wealth of tourism offerings and regions for potential
• The post-COVID traveller also seeks spiritual rejuvenation and personal growth further development, and Zimbabwe’s cities can be developed further as
of the kind that Southern African safari and nature-based destinations are regional tourism hubs. Bulawayo for example is gateway to Matobo National
understood to provide. Park, home to the Matobo Hills rock formations and Stone Age cave art, while
Mutare is a potential hub for the many natural wonders and attractions of the
• There remain a number of challenges to overcome, however, in order to
Eastern Highlands. Additionally, with Harare possessing the main international
appeal to post-COVID travellers for Zimbabwe to capitalize on their full
airport, city break tourism is another area of potential development.
potential as a modern developing destination.
6
EXECUTIVE SUMMARY.
• A considerable opportunity for future tourism destination for Zimbabwe, • In terms of market segments, considering post-COVID trends in travel and
including developing as a regional hub for multi-destination travellers is the tourism benchmarked against what Zimbabwe can offer, as well as existing key
KAZA conservation area, which includes the Upper Zambezi River and demographics for the destination, Twenty31 developed 4 key market
Okavango basins and Delta, the Caprivi Strip of Namibia, the south-eastern segments: Adventure Travellers, Cultural Explorers, Mature Safari Travellers,
region of Angola, south-western Zambia, the northern wildlands of Botswana and Family Travellers.
and western Zimbabwe and contains 2 World Heritage Sites, 36 National • These 4 segments represent a cross-section of travellers among whom
Parks, and 60% of the remaining world elephant population. Zimbabwe will be able to leverage its greatest existing and emerging strengths
• In terms of overseas markets, the USA and European source markets such as as a destination in the coming years – particularly a range of adventure
the UK, Germany, and France have represented key tourism markets and that activities, opportunities for cultural immersion, development of the longer-
is likely to continue. stay overseas and regional market (particularly South Africa), nature-based
• However, Japan and Australia were growing markets prior to the pandemic and sustainable offerings, and family-friendly vacation offerings.
and with effective post-COVID strategies these trends could resume. • Further development of these markets and segments will require a
• India and Nigeria also represent considerable potential in terms of overall combination of targeted investment partnership with the private sector, as
outbound travel market size. well as international branding efforts by Zimbabwe to facilitate awareness-
raising and outreach to build visitor advocacy and drive recovery.
7
SECTION 1: SITUATIONAL
ANALYSIS OF TOURISM IN
ZIMBABWE
8
SITUATIONAL ANALYSIS.
BRIEF AND DELIVERABLE
BRIEF OUR DELIVERABLE

• Assess historic marketing investment and cost of acquisition in source markets • Stakeholder engagement was conducted to add contextual and qualitative
and regions. analysis to the initial findings.
• Engage stakeholder focus group (to be designed and verified with IFC) to • Secondary research on the state of tourism at the global, regional, and
identify and understand the sectoral objectives for national branding activities domestic level, including an analysis of the ongoing impact of COVID-19 at
and for pursuing marketing, communications and travel trade activities in these levels of specificity.
primary and prospective source markets. • Secondary research on emerging travel trends driving global tourism,
• Engage stakeholders to identify and understand the reach and limitations of specifically those most relevant for Zimbabwe in a post-COVID context.
regional branding, particularly for those efforts related to the KAZA region, as • Detailed analysis of Zimbabwe’s competitiveness and drivers of
well as regional mechanism in place to implement such branding programs, competitiveness drawing on the World Economic Forum’s Travel & Tourism
including a focus on the efforts of Zimbabwe within this regional approach. Competitiveness Index.
• Determine, to the extent possible, the size and characteristics of the market • Detailed analysis of Zimbabwe’s airline access, connectivity, and capacity.
that visited Zimbabwe between 2000 and 2018/2019, to provide an indication
of tourism demand in Zimbabwe. Country of origin and trip motivation will be
important factors.
SECTION 1: INCEPTION REPORT SECTION 2: MARKET SEGMENTATION SECTION 3: PORTFOLIO ANALYSIS SECTION 4: INVESTMENT ALLOCATION
9
IMPACT OF COVID-19: SUMMARY.
SUMMARY
Insight Details Takeaway/ Recommendation

The global travel and tourism industry is profoundly impacted and will face a real risk to near-term survival
of many tourism operators and a significant disruption to communities, SMEs, trade channels and
destinations.
• The tourism sector of the future will be very different from the pre-2020 landscape.
• This brings challenges for the sector, but also opportunities to encourage
In terms of Zimbabwe specifically, like any other country, Zimbabwe’s tourism sector was also badly
Overall COVID Impact innovation, drive new business models, explore new niches and markets, open new
impacted. The tourism activity gradually started attaining normalcy in 2021 (though there remained
destinations, and move to more sustainable and resilient tourism development
uncertainties due to the spread of the Omicron variant). All ports of entry have now been opened.
models.
Returning residents and visitors will no longer be required to present a negative COVID19 PCR certificate at
the port of entry but should present a valid Vaccination Certificate showing they are fully vaccinated. A
negative PCR certificate is only for the unvaccinated. Those with a booster shot have an entry advantage.
• Destinations will need to cognizant of emerging travel trends in order to adapt to

the “new normal” as well as understand the opportunities that will emerge from it.
Despite its catastrophic impact, the changing post-pandemic environment also presents new opportunities • Destinations seeking to differentiate in the new normal will need to consider the
New Opportunities
for destinations. longer-term picture, while pursuing opportunities around digitalisation, supporting
a transition away from carbon-intensive practices, and promoting interventions to
build a more sustainable and resilient global tourism industry.
• The economic hardships of the pandemic point to a clear role for tourism in driving
Slow Recovery in SADC While the World Bank’s prediction that destinations with emerging and developing economies would be recovery and, while harder hit economically, nature-based destinations like South
Region predicted to among the hardest hit has been borne out, Southern Africa is projected to grow 2.4% in 2022, according to Africa and Zimbabwe have a strong foundation to facilitate this.
rebound the African Development Bank’s Southern Africa Economic Outlook. • The region hosts vast flora and fauna, including the big five wildlife, two of the
Seven Wonders of the World.
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THE POST-PANDEMIC REOVERY PERIOD IS PRECIPITATING A NUMBER OF SHIFTS IN
CONSUMER
C O V I D - R E L AT E D C O N S U M E R T R E N D S
Nature, rural tourism, and road trips Domestic tourism has shown positive signs in
have emerged as popular travel many markets since people
choices due to travel limitations and tend to travel closer. Travellers go for KEY IMPLICATIONS
the quest for open-air experiences. ‘staycations’ or vacations close to home.
Closer
• While international tourism bounces back, domestic
tourism continues to drive recovery of the sector in an
increasing number of destinations, particularly those with
large domestic markets.
• According to experts, domestic tourism and travel close
to home, as well as open-air activities, nature-based
More products and rural tourism are among the major travel
Get away trends that will continue shaping tourism in 2022.
responsible
• The recovery period following the pandemic presents
destinations with the opportunity to adapt to and
capitalize on new trends.
• With people travelling less and with more safety
concerns, tourists are prioritizing few but longer trips on
which they are willing to spend more, as well as
Longer stays & higher Sustainability, authenticity and localhood: prioritizing open air and outdoor experiences.
2021 has seen a significant increase spend travellers believe in the importance of creating
in spending per trip and longer stays a positive impact on local communities,
increasingly searching for authenticity.
Source: UNWTO
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CONSUMER TRAVEL TRENDS: SUMMARY
SUMMARY

• This poses a particular challenge and opportunity for developing destinations in
Throughout economic recovery, as travel and tourism becomes a greater contributor to the economic well-
Africa.
Growth in sustainable being of each destination, plans for responsible development and sustaining those elements generating
• While these destinations are among the most vulnerable to climate change, they
tourism growth must be taken into consideration. Common terms used to define sustainable tourism include
also have the greatest potential for tourism to support community development
‘holistic’ and ‘inclusive’.
and economic growth.
• Particularly for nature-based destinations, regenerative tourism represents a model

Regenerative tourism represents a new proactive systems approach to long-term sustainable tourism.
for ensuring that tourism actually benefits the natural environment, society,
Regenerative tourism takes the bold stance that tourism can leave a destination better off than it would be
Regenerative tourism cultural heritage, and communities.
otherwise, leveraging tourism income, traveller advocacy, and community agency to create an improving
• This is a nascent area however and Zimbabwe has the opportunity to grow its
and regenerating tourism ecosystem.
destination into this model as an early adopter which can drive differentiation.
COVID-19 will speed the transition to high-value tourism for many destinations looking for an alternative to • Emerging high value consumer segments are more engaged on the impact and
High value tourism mass-tourism. HVTs are those who deliver more value to the destination than the average traveller and are benefits of tourism, therefore tapping into higher value tourism necessitates a shift
interested in the types of experiences the destination offers. away from the more quantity-over-quality approach to mass tourism.
Another impact of COVID-19 has been to shift the emphasis of the global tourism market away from
• The growth in the prominence of nearby and regional travel is an opportunity for
overseas travel towards nearby, regional, and domestic tourism. ‘Roadtrip’ tourism is a key component of
Regional tourism Zimbabwe to develop its regional market as well as developing its sub-destinations
this particularly for destinations with a large and varied land-mass. This also impacts group size with an
within its varied land-mass.
emphasis on smaller groups, families, and VFR choosing private and self-drive options.
Newer sustainable and regenerative approaches to tourism have a bold and confrontational tone which
• Giving the traveller a sense of agency and ownership of their experience and the
can both challenge and excite consumers. One of the most crucial aspects to understand for destination
Growing role for sanctity of the destination, it takes place in, represents an opportunity to develop
brands is that much of the progress in building a destination brand at the level of the individual traveller
traveller advocacy powerful visitor advocacy.
takes place after their trip. An inspiring travel experience can convert a previous visitor into an advocate for
• Advocacy is a powerful tool for destination development in the age of social media.
the destination, through the sharing of their experiences and memories.
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INSIGHTS FROM KEY
STAKEHOLDERS
Analysis of observations from key stakeholders in Zimbabwe
and recommended actions from the market.
13
ZIMBABWE FACES A NUMBER OF CHALLENGES IN MARKETING ITSELF AS A MULTI-STOP
STANDALONE DESTINATION BEYOND THE MORE WELL-KNOWN LOCATIONS.
P O T E N T I A L F O R Z I M B A B W E A S A S TA N D A L O N E D E S T I N AT I O N
• Most tour operators currently sell Zimbabwe as an add-on to other regional • Operators see the return of access to and knowledge of these products as a
itineraries. Zimbabwe is rarely sold as a stand-alone destination, although key driver for growth as it could drive costs down for travelers looking to
most operators recognize that it once was, and has great potential to become experience different products and destinations in one itinerary.
one again. • Being able to promote easy access to these other Zimbabwean destinations
• To regain and achieve this, better marketing of products was necessary and would also open opportunities for the younger FIT market.
the private sector players in those areas must be involved within this • While many interviewees mentioned there was potential for this, they noted
promotion and marketing. While this takes place currently, the international that as Zimbabwe looks to recovery in the post-pandemic era, the destination
market could benefit from a greater understanding of product offerings in the will likely have more success continuing to market themselves as a stop on a
rest of the country, and operators themselves can play the role of multi-country itinerary, as this is their current product and that realistically
ambassadors in this regard. creating a stand-alone destination would require a great amount of
• Some destinations within Zimbabwe, such as Victoria Falls, are well-marketed investment and innovative marketing from ZTA and the private sector.
throughout the world, particularly the luxury accommodations and the
adventure tourism opportunities available. However, there was little known
about the rest of country, outside of the regional market who have some
historical familiarity.
14
TARGETED INVESTMENT AND STRATEGIC PARTNERSHIPS WILL BE KEY TO OVERCOMING
ZIMBABWE’S CHALLENGES AS A DESTINATION.
C H A L L E N G E S F O R D E V E L O P I N G Z I M B A B W E A S A S TA N D A L O N E D E S T I N AT I O N
COMMUNICATION/ IMMIGRATION/
PROMOTION AIR ACCESSIBILITY VISAS
A lack of knowledge and non-specific Many stakeholders noted difficulties

Air access continues to be a major with granting visas and the
perceptions of unsafety remain a
impediment to Zimbabwe’s growth, immigration process. Examples
challenge. Zimbabwe has not yet
with limited airlines and flights include long wait times in airports
successfully marketed its full range
providing direct access to Harare or for passport control, inefficient
of products to their full potential,
Victoria Falls and almost none border crossings, and slow network/
and many markets still see
providing internal connections to connection issues creating delays in
Zimbabwe as an unsafe destination
other attractions. the immigration process.
to visit or know very little about it.
Source: Stakeholder Interviews
15
OPERATORS HAVE RECOMMENDED A NUMBER OF SPECIFIC ACTIONS THAT ZIMBABWE
COULD TAKE TO ALLEVIATE CHALLENGES, PARTICULARLY AROUND ACCESSIBILITY.
SPECIFIC RECOMMENDED SOLUTIONS FOR CHALLENGES
COMMUNICATION/ TRANSPORTATION IMMIGRATION/

PROMOTION AIR ACCESSIBILITY INFORMATION VISAS
Regional Visa: Like those provided in East Africa,
Domestic Air Services: While Victoria Information Resources: Fully which would provide individuals with access to
Collaborative Promotion and Falls are Harare are more accessible, independent travellers would be more several countries in Southern Africa (Zambia,
Targeted Messaging: ZTA, getting to other destinations (such as willing and able to engage in their Zimbabwe, Botswana, etc.). This may ease
along with the private sector Mana pools, Kariba, Hwange or the preferred modes of travel if better immigration procedures, as many tourists arriving
and government, should invest Eastern Highlands) is extremely directions and information resources would already have their visa within their passport
more in promotion and difficult and can be expensive. Before were provided to them and more and would only need to be reviewed/ stamped
ensuring messaging centers on the 1990s these were popular assurances of safe infrastructure could upon arrival in order to enter Zimbabwe and create
safety and the diverse attractions, but now Zimbabwe lacks be given, including key landmarks, a one-entry type system to ease the way that
experiences Zimbabwe can a regular scheduled service to reach petrol stations, local maps, and online people move between countries.
offer compared to other SADC them. Having access to this type of resources to plan routes/ itineraries
destinations. domestic service would greatly prior to travel. Website Improvement: Specifically, to ensure
increase potential to become a more information provided within the website is regularly
a stand-alone destination, enabling updated and timely. With regular updates to accept
visitors to book and tailor complete visa payments online, rather than requiring these to
itineraries within the country. be done in person upon arrival, the immigration
process at the airports would be greatly improved.
16
IN ORDER TO DEVELOP AS A STANDALONE DESTINATION, ZIMBABWE SHOULD PROMOTE
CORE ATTRIBUTES AROUND UNIQUENESS, ECO-FOCUS, SAFETY, AND FRIENDLINESS.
M A R K E TA B L E AT T R I B U T E S F O R D E V E L O P I N G Z I M B A B W E A S A S TA N D A L O N E D E S T I N AT I O N
FRIENDLY &
VARIED & UNIQUE ECO-DESTINATION Safe WELCOMING PEOPLE
Closely related to its

Key to marketing Zimbabwe The people of Zimbabwe
uniqueness, the natural While Zimbabwe’s
will be emphasizing the are warm, friendly,
assets of Zimbabwe are economic and political past
immense unique variety to welcoming, and help to
world-class and has created some
be found in the rest of this create a unique experience
conservation is core to its trepidation among
vast country, from the Great in the region. They like to
identity as a varied nature- travellers, the destination is
Zimbabwe Monuments, the share their culture and
focused and wildlife opening up to the world –
Nyanga Mountains in the make travellers feel
destination. This ecological Zimbabwe’s varied wonders
east, and its wide selection welcome. This attribute
focus is key to attracting are open and safe for
of world-class safari should also bolster the
lucrative FIT and younger visitors.
experiences. safety attribute
intrepid travellers.
17
TOURISM IS CHANGING FAIRLY RAPIDLY, WITH A RESUMPTION AND INCREASE IN BUSINESS
TRAVEL, COUPLED WITH A DIVERSIFICATION OF OFFERINGS AND TYPES OF TRAVELLERS.
H O W T O U R I S M I N Z I M B A B W E I S E V O LV I N G
New Resorts Younger Generations MICE Tourism Regional Diversification Investor Travel
Hotels and other businesses

Major hubs such as Harare With growing interest and
in the major hubs in
are seeing a post-COVID investment in mineral
Zimbabwe, particularly Zimbabwe (Harare etc.) Along with the
resumption and increase in wealth such as gold,
outside of safari parks, has have previously hosted diversification driven by
MICE travel, with platinum, chrome, and
historically relied largely on almost exclusively older mineral investment and
conferences and events diamonds, investors are
traditional hotels. clientele coming for safari prospecting, investment
resuming and attracting travelling around
trips or wildlife viewing into infrastructure is
business travellers. Zimbabwe, diversifying the
There is now an increasing itineraries in the region. improving access to a wider
geographic scope of
trend towards modern variety of destinations
This presents opportunities business travel which
developed resorts offering However, with an increase within Zimbabwe such as
to develop particularly presents opportunities to
more variety in terms of in investment and business the Eastern Highlands and
regional travel, as many of better develop tourism
accommodation and travel, younger Great Zimbabwe
these MICE travellers hail assets and products in areas
activities. professionals are monuments.
from the surrounding proximate to mineral
increasingly frequenting
Southern African region. deposits.
these establishments.
18
A COMBINATION OF COLLABORATIVE MARKETING, INNOVATIVE LOGISTICAL INVESTMENT,
AND DIVERSIFYING OF OFFERINGS COULD HAVE A GREAT IMPACT ON DRIVING TOURISM.
OPPORTUNITIES TO DRIVE FUTURE TOURISM DEVELOPMENT
Voluntourism and Community

Innovative Transport Services Collaborative Marketing Internal Air Connectivity Tourism
Increasingly, visitors to the

Travellers in Zimbabwe have
Hotels and tour operators in country want to be around
historically relied primarily
Zimbabwe feel they have While there have been the local people and want
on self-driving or direct
had to self-promote in order marked improvements and to see the way that local
flights. Public transport is
to attract visitors and developments around people live, thus promoting
generally not considered
develop their brand. Some infrastructure, operators experiences that engage
desirable for tourists,
have grouped together to feel internal flight local communities would be
however bespoke internal
collaborate on marketing, connectivity could still be popular with travellers,
transport services for
though the impact of this improved and would have a particularly the growing
tourists such as luxury
could be magnified if it considerable impact of youth segment. Ecotourism
coach routes could improve
were formalized and geographic diversification of is also growing in popularity
access and diversify
bolstered with the support tourism within Zimbabwe. and should be prioritized
geographic distribution of
of ZTA. more in marketing and
tourists within Zimbabwe.
promotional efforts
19
IT WILL BE CRITICAL FOR ZTA’S MESSAGING TO EMPHASIZE ZIMBABWE’S OPENNESS, SAFETY
AND WIDE VARIETY OF OFFERINGS CATERING TO ALL TASTES.
K E Y MES SAGING TO T R AVELLE RS TO E NCOURAGE T R AVEL TO Z I MBABWE
Zimbabwe is Open Zimbabwe is Ready for

Zimbabwe is Safe For Business the Post-COVID Era Zimbabwe has More to Offer
Tourism has previously been

There is a lot of potential
concentrated around
for regional markets, but
Operators stress that, while Not only has Zimbabwe Victoria Falls and a few
ZTA could be doing more to
challenges exist for tourism weathered the COVID crisis, other key attractions.
attract regional conferences
in Zimbabwe, the relative arguably better than many However, not only is
and marketing Zimbabwe
safety of the country is a of its neighbours, it is now Victoria Falls at the centre
more to the regional
considerable asset which is reopening to the world with of the KAZA region, which
markets.
not sufficiently renewed vitality and a wider itself has much else to offer,
communicated. Compared and growing range of the wider country has a
There is a lot of opportunity
to neighbouring South offerings than previously, tremendous variety to offer,
for business-and-leisure
Africa, Zimbabwe is notably appealing to a wider range from the Nyanga Mountains
trips, particularly if tours
safe for tourists to visit and of interests and in the Eastern Highlands, to
and activities in Harare are
travel within. demographic profiles. Lake Kariba, to the Great
better marketed to people
Zimbabwe monuments, and
travelling for business.
much more.
20
A COMBINATION OF INFRASTRUCTURE, SECTOR COMMUNICATION, AND DIVERSIFIED
PRODUCTS WILL HELP ZIMBABWE DEVELOP AS A DESTINATION.
T O P R E C O M M E N D AT I O N S F O R D E V E L O P I N G B E T T E R T O U R I S M
IMPROVED EASE OF IMPROVED ENTRY SOCIAL RESPONSIBILITY BETTER COMMUNICATION

DIVERSIFIED PRODUCT
ACCESS PROCESSES AND SUSTAINABILITY WITH MARKETS & TRADE
Better market eco-friendly

companies with an ethical
Creation of an e-visa and
perspective on travel. Involve tourism industry and
online payment for visas,
Recognize that Zimbabwe's private sector in campaigns to
increase airline routes into the regional visas to streamline Look at price points of luxury
primary asset is nature, focus ensure effective targeting and
country, establish a domestic entry processes. Slow internet accommodations compared to
on marketing, promoting, and needs of tourism industry
charter service system like connectivity could pose a regional markets, and how
preserving these to ensure factored into tourism
that of other similar hindrance to this however so other products can be
Zimbabwe is seen as an investment. New messaging
destinations (i.e., Safari Link in poses a parallel challenge. introduced to create price
ethical, environmentally focused on safety, stability,
Kenya or Mack Air in diversity, specifically to enable
conscious destination. New and luxury aspects – shift
Botswana), to improve A regional visa system would more younger-generation and
policies to protect the perception globally, using
accessibility. require a level of regional FIT travelers.
environment should be digital channels and authentic
cooperation that may take
introduced and incorporated content.
longer to implement.
into marketing strategies to
reinforce this commitment.
21
SECTION 2: MARKET
SEGMENTATION
22
MARKET SEGMENTATION.

• Develop detailed profiles using a simple profiling or segmentation model to • 2 overarching intrepid traveller consumer segment categories were identified
describe the different markets that visit Zimbabwe based upon these and further subdivided into 4 granular segments.
characteristics. • Interviews are still ongoing and will be integrated into analysis.
• Add to these market segments any recommended new segments that are • Historical and in-house data for Zimbabwe drawn upon to map consumer and
suitable for Zimbabwe to attract and retain in the short to medium term. product trends to emerging segments.
• For the top market segments assess Zimbabwe’s brand perception and • Overall demographics and attitudes of intrepid traveller segments were
competitor sets, structural factors (e.g., market presence, connectivity). mapped out in order to develop a series of personas.
• Perform a deep dive (following steps above) for the Zimbabwe market and • Analysis was included of online behaviour and booking and inspiration sources
conduct verification interviews with stakeholders in Livingstone to determine in order to inform targeted marketing by source market.
any differences in segments with regards to profiles, volumes and market
• Traveller attitudes and motivations were also mapped by source market.
share.
• Make recommendations (with targets) for how to grow market share of
desired markets.
23
SEGMENTS OF OPPORTUNITY WERE DEVELOPED FOLLOWING A STRUCTURED
METHODOLOGY COMBINING RESEARCH WITH TWENTY31 PROPRIETARY DATA.
METHODOLOGY
DOCUMENT REVIEW DESK RESEARCH INTREPID TRAVELLER FINAL SEGMENT

ANALYSIS DEVELOPMENT.
• Extensive review of ZTA • Analysis of current • Insights and key • All insights collated to
and internal market trends in pre demographics from develop the 4 segment
documentation and in- and post-COVID travel. desk research and profiles, defined by
house research. • Comparative analysis document review specific travel
• Identification of key of segmentation overlaid onto behaviours,
products, activities, exercises for similar Twenty31’s 2 motivations,
and trends to inform African markets. proprietary “Intrepid regionality, and
segments. • Development of a Traveller” segment marketing approaches.
• Analysis of digital market profile into categories, allowing
marketing which segments fit. sub-division into 4 key
segmentation work Zimbabwe-specific
• Analysis of in-house
which provides useful segments.
data on key channels of
profiles applicable to engagement across
Zimbabwe more markets and
broadly. demographics.
24
MARKET SEGMENTATION.
SECTION SUMMARY

Market segmentation in a tourism context must take into account the evolution of leisure travel
• Zimbabwe is well-placed to develop in a complimentary fashion with these
beyond pure “getaway” travel – the contemporary intrepid traveller seeks authentic and enriching
Rise of the ‘Intrepid Traveller’ emerging travel motivations and should emphasize the uniqueness, authenticity,
experiences, commensurate with various emerging trends in travel, particularly in a post-COVID
and variety of their destination offerings as global travel recovers.
context (slow travel, nature-based travel, regenerative tourism etc.
• The 4 segments represent a spread of Zimbabwe’s key product offerings,

Using the two intrepid traveller master segments as a base (Spirited and Cultural Travellers)
attractions, and styles of travel, allowing for targeted marketing.
4 priority segments for combined with previously identified segments and aligning with emerging product and experiences,
• Family Travellers and Cultural Explorers for example can be appealed to through
Zimbabwe identified Twenty31 developed 4 target segments for Zimbabwe, Family Travellers, Cultural Explorers,
cultural immersion and enriching educational experiences while Mature Safari
Adventure Travellers, and Mature Safari Travellers.
Travellers will favour longer nature-based trips.
As mentioned, this segmentation takes into account the kinds of travellers to whom a combination
Synthesis of established
of emerging product offerings (such as cultural immersion activities, gastronomy, and conservation • These segments can be mapped to the variety of established and emerging travel
traditional and growing non-
awareness activities) and more established offerings (such as adventure/adrenalin activities) would product trends which should inform targeted marketing.
traditional products
appeal.
Online channels and word-of- Among travellers interested in Southern Africa, a combination of online channels (Google, review
• A healthy and dynamic online presence will be essential to effective targeted
mouth remain essential for sites, OTAs) and word-of-mouth, remain paramount channels both for trip inspiration and booking
marketing while developing traveller advocacy in-market will be vital (see slide 29).
reaching these segments activities.
Intrepid travellers interested in In terms of traveller attitudes and consistent with emerging products and segments, travellers • Zimbabwe’s variety of experiences and relative lack of overtourism stands it in good
Southern Africa are driven by a interested in Southern Africa are seeking immersive and enriching experiences that expand their stead to appeal to travellers seeking something different and authentic.
desire for enriching immersive knowledge and connect them with people, cultures, and history, as opposed to a conventional • Zimbabwe can market itself as a more “undiscovered” alternative to more
experiences “getaway” experience. established safari destinations, the KAZA region being a primary component.
25
DRAWING ON TWENTY31’S INTREPID TRAVELLER SEGMENTATION MODEL, 2 TRAVELLER
CATEGORIES AND 4 DISTINCT TRAVELLER SEGMENTS WERE IDENTIFIED FOR ZIMBABWE.
HIGH-POTENTIAL MARKET SEGMENTS FOR ZIMBABWE
THE INTREPID TRAVELLER
SPIRITED CATEGORY CULTURAL CATEGORY
Mature Safari Traveller Adventure Traveller Cultural Explorer Family Traveller
Source: Twenty31 Consulting Inc.
26
PART 1: IDENTIFYING
ZIMBABWE’S CONSUMER
SEGMENTS
Developing key market segments for Zimbabwe
27
THE GROWTH OF EMERGING PRODUCT CATEGORIES IS COINCIDENT WITH EVOLVING
CONSUMER CATEGORIES ATTRACTED TO ZIMBABWE.
D E F I N I N G T R A D I T I O N A L A N D N O N - T R A D I T I O N A L C O N S U M E R C AT E G O R I E S , 2 0 2 2
KEY IMPLICATIONS
• According to research conducted by Victoria Falls, the destination is seen

to increasingly be attracting new kinds of consumers such as adventurous
global nomads and both long-haul and regional self-drive explorers, and
this finding anecdotally scales to Zimbabwe according to other sources.
• In 2020, slight shifts in market share started to occur. Traditional markets
contributed a total proportion of 44% of revenue for all firms in the
sample. This change in trajectory continued in 2021, with traditional
profiles dropping to 42%.
• This is indicative of a changing “dominant” market type in the face of the
pandemic.
• As we will see, these evolving trends are commensurate with the rise of
the “intrepid” traveller category.
Source: Recovery and Resilience Data Tracking Report, Victoria Falls, 2022
28
VICTORIA FALLS AND SAFARI CONTINUE TO DOMINATE IN TERMS OF CORE PRODUCT
OFFERINGS BUT CULTURAL ACTIVITIES ARE SHOWING INCREASING DEMAND.
PRODUCTS OF OPPORTUNITY FOR MARKET SEGMENTS
Safari TOURING VICTORIA FALLS CULTURAL ADVENTURE AND NIGHTLIFE
Some travellers are

looking for adventure
Victoria Falls continues travel, or nightlife.
Safari remains primary The growing FIT market
to be the primary
product in Zimbabwe, is seeking more
attraction in Zimbabwe Adventure activities
particularly among the immersive experiences,
according to operators could be seen as a bi-
core market of older particularly cultural
and this crosses over product of core
affluent travellers from experiences and
with adventure offerings like Victoria
key markets such as the participatory eco-
activities, particularly Falls and safaris,
USA. conscious experiences.
for younger travellers. however nightlife is a
nascent product
category.
29
ZIMBABWE’S CORE GENERATIONAL DEMOGRAPHIC OF OLDER TRAVELLERS IS BEING
BOLSTERED BY YOUNGER FIT AND MULTI-GENERATIONAL TRAVELLERS.
T R E NDS I N T R AVEL MA R KET D E MOGRAPHICS
Millennial FIT Travellers Older Generations Multi-Generational Travel
There has been a steady rise of fully independent All interviewees confirmed that the primary
travelers (FIT) to Zimbabwe, which typically tend to demographic they receive is older generations
be younger millennials, who are traveling to (Baby Boomers and in many cases retirees, In recent years there has been an upswing in in
Zimbabwe mainly for the adventure products especially from the US) travelling in pre-booked multi-generational travel, or individuals choosing to
available there and for honeymoons. tours. travel with multiple members of their families,
most often Boomers funding and travelling with
Millennial travellers, especially FITs will take part in Older travellers are less interested in and capable of their Gen X children and Millennial/Gen Z
the available adventure activities such as white- adventure activities so will typically stay for shorter grandchildren.
water rafting, bungee and swings, ultralight flights, periods in adventure destinations such as Victoria
foot safaris and more. Falls, as there is little for them to do outside of This is a demographic that could be grown through
seeing the falls or taking a boat cruise. While the development and promotion of more family-
Younger travellers are less likely to be put off by boomers pay more for accommodation, the greater friendly activities.
political historical safety concerns, however they do length of stay and local spend of the FITs balances
have reservations about hunting. this equation.
30
GREATER WEALTH, GLOBALIZATION, INCREASING MEDIA CONSUMPTION AND
URBANIZATION HAS CREATED THE INTREPID TRAVELLER.
R I S E OF T HE I NT REPID T R AVELLER
With increased globalization and connectivity,

travellers are now more exposed to
possibilities beyond more conventional
tourism models.
Increased urbanization and media

consumption has generated demand for more
authentic experiences beyond just “getting
away” or pure leisure.
Furthermore, these trends have only been

accelerated as global travellers emerge from
the COVID-19 pandemic.
▪ Tourists — “getting away”; simple/uncomplicated travel; bargain, tours

▪ Travellers — “going to”; expect levels of complication/part of learning
experience; seeking adventure, cultural immersion
31
CONSISTENT WITH GLOBAL TRENDS, LOCAL & AUTHENTIC EXPERIENCES WITH GOOD VALUE
FOR MONEY ARE INCREASING PRIORITIES FOR INTREPID TRAVELLERS.
I N T R E P I D T R A V E L L E R H A B I T S V S . E X P E C TAT I O N S , 2 0 2 1
Travel Habits Expectations

• Planning - The majority enjoy the planning process the most. • Intrepid travellers have specific expectations when it comes to
Takes on average 3 – 6 months or 2 weeks to a month for authenticity:
spontaneous short haul trips
• Entertainment – through events such as festivals, concerts, bands,
• Trusted Sources - People do their due diligence extensively rituals, bazaars
with Google, Travel Agents, friends/family, documentaries etc.
• Amenities – such as hotels, restaurants, luxury tents with
• Duration - Varies depending on type of holiday and proximity traditional activities, parks & gardens, entertainment for children
of destination (3-5 days for short haul and 10 days to 3 weeks
in summer) • Guidance – through tour guides and programs (emphasis through
hotels), information centers, theatre to showcase history
• Budget - Budget remains an important element to consider.
Value placed on getting a good deal (stars and amenities) • Outdoor Activities – that allow one to experience the natural
assets, including safaris, wilderness tours, climbing, hiking,
• Lodging - Look for hotels and accommodation that are horseback, rafting, and other comparable activities.
distinctive (ability to have a local experience)
• Avoid - Weather seems to be an important element when
considering travelling
Sources: RCU; Ipsos; Twenty31 Consulting Inc.
32
TWENTY31’S RESEARCH HAS UNCOVERED 2 LIKELY HIGH-POTENTIAL INTREPID CONSUMER
SEGMENT CATEGORIES DEFINED BY SOCIAL VALUES.
HIGH-POTENTIAL CONSUMER SEGMENTS
According to Twenty31’s research, this new

category of intrepid travellers can be divided
into 2 overarching segments:
% of Total Travel Consumer Population
Spirited Cultural
• Spirited travellers who crave bold and (per market)
sometimes risky new experiences that
Total 12% 12%
challenge them.
UK 12% 10%
• Cultural travellers who crave culturally
immersive and learning experiences.
France 8% 14%
• Note: Spending patterns of these travellers
over-index to higher-value including longer Germany 12% 17%
length of stay; wider dispersal patterns
within destinations; and higher daily spend India 15% 15%
vs. the mass market. While Zimbabwe-
specific data was not available, we know GCC 15% 10%
from comparative markets, these two
segments account for 40% to 60% of total
traveller spending.
33
TWENTY31’S RESEARCH HAS UNCOVERED 2 LIKELY HIGH-POTENTIAL INTREPID CONSUMER
SEGMENT CATEGORIES DEFINED BY SOCIAL VALUES, CONT’D.
HIGH-POTENTIAL CONSUMER SEGMENTS
While our analysis has uncovered four main high-value consumer segments, we know that other segments also travel to Zimbabwe. However, in the absence of hard data specific to
Zimbabwe, we are unable to fully determine the percentages of the segments currently travelling to the country. The following provides a general observation, based on secondary data
and observations from the stakeholder interviews.
Current representation of Zimbabwe’s (national) and Victoria Fall’s traveller base:

• Secondary research suggests the Spirited and Cultural traveller segments represent approximately 24% of the total global traveller population.
• Based on Zimbabwe’s current product and experience offering, with confidence, we can estimate that Zimbabwe is likely over-indexing on attracting Spirited and Cultural traveller
segments. We estimate this to be 50% to 60% of the current total traveller base to the country.
• At the same time, we assume that high-value, including luxury travellers are a sub-set of these two segment groups.
• Therefore, we assume other 40% to 50% of the visitor mix to Zimbabwe includes the following segments:
• Business, meeting, convention, incentive and event travellers (i.e., MICE segments – expected to be rather limited or Zimbabwe)
• Visiting friends and relative (VFR) segments
• Back-packer/lower-value traveller segments
• Additionally, there is a likely percentage of the MICE segment that could be classified as Spirited or Cultural travellers. While the prime motivator to travel to Zimbabwe could be to
attend a MICE event, these travellers could also engage in leisure based activities.
• To note, Zimbabwe likely has more of an opportunity to influence and attract Spirited and Cultural travellers, than they do with discretionary travel from VFR and back-packer/lower-
value segments.
• As such, the majority of product development, marketing and travel trade efforts should be engaged around the Spirited and Cultural traveller segments (and a separate strategy for
MCE given the difference engagement channels).
34
SPIRITED TRAVELLERS ARE GENERALLY HEDONISTIC NATURAL CONSUMERS WITH HIGH
BRAND ENGAGEMENT AND ENJOY RISK.
SPIRITED TRAVELLERS Travel Motivations
1 Show Off
2 Hedonistic Rejuvenation
3 Constant Travel
Social Values outline the underlying 4 Comparison Travel
influencing factors for travel – they are what 5 Escape
define a consumer’s daily habits, interests and 6 Luxury Travel
societal. 7 Shared Experiences
8 Samplers
Travel Motivators are the direct and in-direct 9 Exhibitionism
factors that impact if and when a consumer
will travel – and what they want to experience
while on vacation
Social Values
Spirited travellers are natural hedonists, 1 Joy of Consumption
motivated by showing off and comparison as 2 Social Mobility
well as a sense of escape and continuous 3 Importance of Brand
travel. 4 Attraction for Crowds
5 Penchant for Risk
They hold social values around the joy of 6 Fashion & Trends
consumption and social mobility and have high 7 Importance of Aesthetics
brand and fashion engagement. 8 Pursuit of Novelty
9 Happiness
10 Need for Status Recognition
11 Enthusiasm for New Technology
12 Social Intimacy
35
CULTURAL TRAVELLERS ARE SPONTANEOUS AND CRAVE IMMERSION IN CULTURE, NATURE,
AND HISTORY.
C U LT U R A L T R AV E L L E R S Travel Motivations
1 Cultural Immersion
2 Unstructured Travel
3 Nature Travel
Cultural travellers are generally spontaneous 4 Historical Travel
and prefer unstructured travel. 5 Constant Travel
6 Shared Experiences
Their priority tends to be immersion whether 7 Escape
in culture, nature, or local history and they 8 Hobbies
value experiences shared with others. 9 Roots Travel
Their values lean strongly towards

spontaneity, the importance of culture, and
multiculturalism. Social Values
1 Importance of Spontaneity
2 Culture Sampling
3 Multiculturalism
4 Intuition & Impulse
5 Adaptability to Complexity
6 Religion à la Carte
7 Happiness
8 Introspection & Empathy
9 Pursuit of Novelty
10 Global Consciousness
11 Personal Control
12 Flexible Families
36
SPIRITED TRAVELLERS ARE HIGHLY SOCIAL AND OPEN-MINDED - THEIR TRAVEL OUTLOOK IS
EXPERIMENTAL AND ADVENTUROUS, FAVOURING HEDONISTIC EXPERIENCES SHARED WITH OTHERS.
S P I R I T E D T R A V E L L E R S N A P S H O T, 2 0 2 1 Info and Advocacy Status Lifestage Rural/Urban
Mature
• Highest reliance on social 7% City,
media for planning and Families Suburban, 31%,
advocacy 39% 47%
Gender Young
Middle- No kids,
aged no 35%
Town/
Female Male Age Profile Education and Employment kids,
Rural,
20%
22%,
49
51%
55%
Between 18-34 years old
Income:
Education:
Higher than avg.
Higher than avg.

Destination Choices
1. Spain
1. South Africa
Occupation: FT = Favourite Destination 2. Thailand = Dream Destination
2. Italy
Avg: 38 3. Italy
4. USA
3. Japan
4. Australia
5. UK
5. France
Values Marketing Considerations
Product Appeal: Communications Appeal:

Travel Motivators Social Values • Vibrant, lively, nightlife • Emphasize comfort and
• Comparison Travel Top Defining Values • Provide opportunities to Show security
Off & brag
• Luxury Travel • Importance of Spontaneity • Social media and websites
• Uncomplicated, familiar, safe
• Hedonistic Rejuvenation • Personal Challenge • Social packages, group tours • Appeal to younger singles
• Samplers • Neo-Romanticism with some independent and young families
• Constant Travel • Social Intimacy • Range of price points
• Exhibitionism • Interest in the Unexplained • Vibrant cities
• Shared Experiences • Multiculturalism
37
CULTURAL TRAVELLERS ARE DEFINED BY LOVE OF CONSTANT TRAVEL AND OPPORTUNITIES TO
EMBRACE, DISCOVER, AND IMMERSE THEMSELVES IN CULTURE, PEOPLE, AND SETTINGS.
C U L T U R A L T R A V E L L E R S N A P S H O T, 2 0 2 1 Info and Advocacy Status Lifestage Rural/Urban
Mature City,
• Inspiration: Peer-to-Peer, 7% Suburban, 7%,
Word-of-Mouth and Families 20%
Advocacy for inspiration 39%
Gender Young
• Planning: Websites
Middle- No kids,
aged no 35%
Town/
Female Male Age Profile Education and Employment kids,
Rural,
20%
39 35%,
61% 44%
Between 44-64 years old
Income:
Education:
Higher than avg.
Higher than avg.

Destination Choices
1. Italy
1. South Africa
Occupation: FT – Nearing Retirement = Favourite Destination 2. Spain = Dream Destination
2. Italy
Avg: 52 3. UK
4. Turkey
3. Spain
4. India
5. Thailand
5. France
Values Marketing Considerations
Product Appeal: Communications Appeal:

Travel Motivators Social Values • Offers opportunity for Escape • Use various mixed media
• Cultural Immersion Top Defining Values and Hedonistic Rejuvenation • Word-of-mouth advocacy
• Vibrant Cities
• Unstructured Travel • Importance of Spontaneity • Approachable, authentic but
• UNESCO sites
• Nature Travel • Personal Challenge • Exhibitionist, with not too low-key
• Historical Travel • Neo-Romanticism opportunities to Show Off • Emphasize relaxation and
• Social Intimacy • Some novelty opportunities to ‘let loose’
• Interest in the Unexplained • Slightly younger focus, some
child-friendly activities
• Multiculturalism
• Use coupons and promotion
38
THE TWO INTREPID SEGMENT CATEGORIES CAN BE FURTHER SUBDIVIDED INTO 4 KEY
MARKET SEGMENTS FOR ZIMBABWE SPECIFIC MARKET CONTEXT.
HIGH-POTENTIAL MARKET SEGMENTS FOR ZIMBABWE
FAMILY
TRAVELLER
CULTURAL
CATEGORY
CULTURAL
EXPLORER
INTREPID
MARKET
ADVENTURE
TRAVELLER
SPIRITED
CATEGORY
MATURE SAFARI
TRAVELLER
39
FAMILY TRAVELLERS.
“As a mother, its really important for me to take
FA M I LY T R AV E L L E R P R O F I L E - C A S S I D Y my family to places where they can learn about
nature and other cultures. Zimbabwe also has
so many activities for kids and adults alike to
Age: 35-45 enjoy, and learn a great deal in the process”
Nationality: US, UK, Europe, Australia, South Africa

CHANNEL PREFERENCES
Job: Freelance graphic designer (remote worker – fulltime mother)
Party composition: Family of 4

Preferred digital platforms: Instagram, Facebook, YouTube, Trip Advisor,
Inspiration for visiting Zimbabwe: Conversations with family members in South Africa who
Preferred content: Immersive Photos & Video, Reviews
recommended other sites and destinations within Zimbabwe
Online behaviours: Digital Natives, Predominant Mobile Users, High
Places visited: Victoria Falls, some excursions into Livingstone and nearby parks frequency Social Media Users, Shared Economy Users, Constant
Communicators, Compulsive Sharing , Digital Exhibitionism / Bragging,
Length of stay: 7 days Checking In And Tagging, Impulse Buyers Online
Motivation for visiting Zimbabwe: Enriching and educational experience for children as well as an Searches/ interests: Culture, People, Food, Tradition, Art and Artifacts,
inspiring and breath-taking experience for adults. Desire to share a wildlife experience with children History, Nature, Family activities, Amusement parks, Child friendly
Travel cross reference: Online travel agents, news content, national

geographic, travel and culture blogs
Touch points: YouTube ads, TripAdvisor, live content, Facebook ads
Sources: Twenty31 Consulting Inc; ZTA Digital Marketing Strategy.
40
CULTURAL EXPLORERS.
“Zimbabwe has always fascinated me and
C U LT U R A L E X P L O R E R P R O F I L E - S H A N N O N piqued my curiosity. The Kaza region is a central
point between so many interesting areas and
cultures that I can’t wait to connect with”
Age: 25-45
Nationality: US, UK, Europe, Africa, Asia And Australia

CHANNEL PREFERENCES
Job: Psychotherapist and part-time artist
Party composition: Couple (Shannon and her partner)

Preferred digital platforms: Instagram, Facebook, YouTube, Trip Advisor
Inspiration for visiting Zimbabwe: Avid reader of travel websites such as Lonely Planet and Conde-
Preferred content: Immersive Photos & Video, Reviews
Naste generating a gradually growing interest in Zimbabwe and surrounds
Online behaviours: Digital Natives, Predominant Mobile Users, High
frequency Social Media Users, Shared Economy Users, Constant
Places visited: Victoria Falls as a base with overland tour to Hwange National Park Communicators, Compulsive Sharing , Digital Exhibitionism / Bragging,
Checking In And Tagging, Impulse Buyers Online, Online Dating
Length of stay: 11 days
Searches/ interests: Culture, People, Food, Travel, Tradition, Art and
Motivation for visiting Zimbabwe: Cultural immersion and a totally new experience, reconnecting Artifacts, History, Nature
with nature and finding artistic inspiration
Travel cross reference: Online travel agents, news content, national
geographic, travel and culture blogs
41
ADVENTURE TRAVELLERS.
“Zimbabwe is the adventure of a lifetime – I
A DVENTUR E T R AVELLER T R AVELLE R PROF ILE - ZACK can’t wait to look out over the smoke that
thunders while I sip my gin and tonic and feel
like I am looking over the edge of the world”
Age: 18-35
Nationality: US, UK, Europe, Asia , Australia, South America, Africa and Middle East
CHANNEL PREFERENCES
Job: Actuary
Party composition: Group of 4 (College friends)

Inspiration for visiting Zimbabwe: Researching travel packages after initial interest in a safari and
Preferred content: Instant messages, Immersive photos & video, reviews
adventure holiday in Africa
Online behaviours: Digital Natives, predominant mobile users, high
Places visited: Victoria Falls, Hwange, Antelope Park (Gweru) as part of an overland package with frequency social media users, shared economy users, constant
Nomad Tours (packages with Botswana, Zambia, and South Africa) communicators, compulsive sharing , digital exhibitionism / bragging,
checking in and tagging, impulse buyers online, online dating
Length of stay: 5 days in Zimbabwe (as part of a 20-day overland trip)
Searches/ interests: Adventure, Social Activity, food, gear, sports
Motivation for visiting Zimbabwe: “Bragging rights” about having gone beyond the more well- equipment, travel, technology, outdoors, life
known destinations and explored further into Zimbabwe skills/hacks, brands
Travel cross reference: Online shopping, Online travel agents, news

content, experimental media, Netflix, amazon, native content
Touch points: YouTube ads, TripAdvisor, live content, Facebook ads (
42
MATURE SAFARI TRAVELLERS.
“I have always had a love for the bush since my
M AT U R E S A FA R I T R AV E L L E R P R O F I L E - H AY D N childhood in Natal. Its where I go to reconnect
and unwind. I try and go as often as possible
and now that I am retired, I have more time and
Age: 40+ resources to explore deeper into neighboring
countries like Zimbabwe”
Nationality: US, UK, Europe, Asia , Australia, Africa and Middle East
CHANNEL PREFERENCES
Job: Retired stockbroker
Party Composition: 2 family friend couples (each In their own vehicle)

Places visited: Entry via Livingstone/Victoria Falls border, cross-country via private vehicle stopping in
Preferred content: Immersive photos & video, reviews
Hwange, Antelope Park, Great Zimbabwe, and Bulawayo, re-entering South Africa via Beitbridge
Online behaviours: Predominant PC users, moderate to low frequency
Inspiration for visiting Zimbabwe: Lifetime love of the bush and the opportunity to explore further social media users
into Africa than just the parks offered within reach in South Africa
Searches/ interests: Safari, Wildlife and Nature, food, Wilderness, travel,
Length of stay: 20 days (self-drive tour) outdoors, Nature
Motivation for visiting Zimbabwe: Extended independent safari trip with retiree friends Travel cross reference: Online travel agents, news content, national
geographic, safari blogs
43
PART 2: KEY CHANNELS
Identifying key channels for reaching consumer segments of
opportunity
44
THE TRAVELLER PATH TO PURCHASE HELPS TO CONTEXTUALIZE THE MARKET OPPORTUNITY
TO DEVELOP ADVOCACY.
M A R K E T I N G A L O N G T H E PAT H T O P U R C H A S E
THE PATH TO PURCHASE KEY IMPLICATIONS
• Understanding the path to purchase is essential to define

a more granular understanding of both barriers and
opportunities to enhance the consumer journey and
increase visitation through targeted marketing and
destination branding initiatives.
• The purpose of a granular understanding of the path to
purchase is to enhance the role that the destination
brand can play in converting some basic level of
awareness or slight interest, into bookings and the post-
trip advocacy role.
• This involves the understanding that, at the level of the
individual traveller, the greatest impact on the
destination brand will be made by the traveler through
their interactions with others.
• More distinctly, it is an opportunity to create engagement
with a destination brand – the first steps on the path to
generating traveller advocacy.
45
MARKETS CAN BE CLUSTERED INTO SIX GROUPS WITH EACH GROUP HAVING A DIFFERENT
MIX OF CUSTOMER PREFERENCES.
CHANNEL PER MARKET
GROUP NAME DESCRIPTION RELEVANT MARKETS
Markets that need a balance between younger and family travellers

African Family Adventure South Africa, Botswana, Zambia
looking for an authentic vacation experience within Africa
Markets that have a heavy concentration on the high net-worth senior

Luxury Safari with cultural Germany, United States, Italy,
market looking for an authentic safari-type experience; growing focus on
experiences Netherlands, United Kingdom
the cultural and extended family group travel segment
Markets that have a heavy concentration on the high net-worth senior
market looking for an authentic safari-type experience; growing focus on United Kingdom, France, Australia, Germany,
Luxury Safari with varied interests
the cultural and extended family group travel segment; some ability to United Sates
target the adventure-seeking young professional and gap-year market
Markets that need a balance between higher net worth mature and
Family Safari with interest in
extended family groups; potential to target younger South Africans South Africa
adventure and cultural experiences
interested in adventure and cultural trips in Africa
Senior Safari with cultural Markets that have almost exclusive focus on the seniors' market focused
Japan, United States
experiences on safaris, with some concentration on cultural enthusiasts
Family Travel with interest in Markets with majority focus on the multi-generational Emirati family
United Arab Emirates and GCC
cultural experiences market and expat families
46
THE BREAKDOWN OF THE CUSTOMER SEGMENTS IN EACH GROUP IS SHOWN BELOW. THIS
WILL INFORM THE MARKETING MESSAGING IN EACH SOURCE MARKET.
CHANNEL PER MARKET
100% 0
10 10
90% 20
80% 20 20 40 0
50
70% 0
10
60%
10 90 Family Traveller
50% 0
10 Cultural Explorer
40% 80
70 Adventure Traveller
30% 60
50 Mature Safari Traveller
20% 40
10%
10
0% 0 0
African Family Luxury Safari with Luxury safari with Family Safari with Senior Safari with Family Travel with
Adventure cultural experiences growing varied interests interest in adventure cultural experiences interest in cultural
and cultural experiences experiences
47
THERE ARE 5 BROAD GROUPS THAT SOURCE MARKETS CAN BE GROUPED INTO ACCORDING
TO THEIR RELEVANT CHANNEL MIX
CHANNEL PER MARKET
GROUP NAME DESCRIPTION RELEVANT MARKETS
Lower brand awareness, thus, need to leverage PR and direct to

Brand Awareness Focused consumer digital media. Use local travel trade to connect with South Africa, Botswana, Zambia
consumers to consider a trip to Southern Africa
Higher brand awareness and ability to engage FIT consumers in

Conversion Focused South Africa
addition to use of PR to drive engagement with travel trade
Mid-level brand awareness and very engaged digital consumer - Germany, United Kingdom, United
Preference for Travel Trade and
ability to equally use digital and travel trade channels supported by States, Italy, France, Australia, New
Digital Channels
engaged PR Zealand, Netherlands
Heavy usage of travel trade channels and PR to connect with key Japan, Germany, United States (luxury
Preference for Travel Trade
segments market)
Preference for Travel Trade and PR and travel trade focused market based on consumer travel
United Arab Emirates
Public Relations preferences
48
SINCE TRADITIONAL MEDIA IS BECOMING LESS PROMINENT, IT IS RECOMMENDED THAT THE
MARKETING INVESTMENT FOCUSES ON THE OTHER THREE CHANNELS ACROSS MARKETS.
CHANNEL PER MARKET
100%
90% 20
25 30
80% 40 40
70%
60% 25 40
Traditional Media
50%
30 Public Relations
40% 60 40
Direct to Travel Trade
30%
50 Digital Direct to Consumer
20% 40
30
10% 20
10
0%
Brand Awareness Conversion Focused Preference for Travel Preference for Travel Preference for Travel
Focused Trade and Digital Trade Trade and Public
Channels Relations
49
GOOGLE SEARCH, TRAVEL REVIEW SITES. AND PERSONAL RECOMMENDATIONS ARE MOST
LIKELY SOURCES OF INSPIRATION FOR DESTINATION CHOICE GLOBALLY.
T O P S O U R C E S O F D E S T I N AT I O N I N S P I R AT I O N , 2 0 2 1
Google search 48
Travel review sites - e.g., Trip Advisor, Yelp 39
Referrals and recommendations from friends, colleagues or family 38
Online travel agents (OTAs) - e.g., Expedia, Booking.com, Agoda 37
Travel agents or tour operators 35
Destinations' official websites 34
Hotel websites 33
Guide books or city/regional travel guides and their associated websites –
e.g., Lonely Planet, Rough Guides, Frommer's 27
Airline websites 26
Destinations' official social media platforms 21
Travel publications/magazines - e.g., Travel and Leisure, Conde Nast Traveler, Afar 21
Television 20
Travel/lifestyle social media influencers 17
Other 1
Base: Total n=10054
Source: Twenty31 Consulting Inc. Q20. Thinking about your next vacation/holiday , which of the following information sources will you be most likely to use to inspire you in choosing a destination?
50
SIMILAR INFORMATION SOURCES ARE IMPORTANT FOR TRIP PLANNING – BUT OTAS ARE
ALSO KEY.
T O P S O U R C E S O F I N F O R M AT I O N T O A I D T R I P P L A N N I N G , 2 0 2 1
Google search 43
Online travel agents (OTAs) - e.g., Expedia, Booking.com, Agoda 37
Travel review sites - e.g., Trip Advisor, Yelp 37
Travel agents or tour operators 34
Destinations' official websites 33
Hotel websites 31
Referrals and recommendations from friends, colleagues or family 31

Guide books or city/regional travel guides and their associated websites - e.g.,
Lonely Planet, Rough Guides, Frommer's
27
Airline websites 25
Destinations' official social media platforms 20
Travel publications/magazines - e.g., Travel and Leisure, Conde Nast Traveler, Afar 20
Television 15
Travel/lifestyle social media influencers 15
Other 1
Base: Total n=10054
Source: Twenty31 Consulting Inc. Q21. Still thinking about your next holiday, which of the following information sources will you be most likely to use to help plan your trip once you have chosen a
destination? 51
ITALY IS THE ONLY MARKET RELYING MOST ON TRAVEL REVIEW SITES FOR TRIP
PLANNING, WHILE RUSSIANS USE TRAVEL AGENTS – ELSEWHERE GOOGLE IS DOMINANT.
T O P S O U R C E S O F I N F O R M A T I O N T O A I D T R I P P L A N N I N G – B Y M A R K E T, 2 0 2 1
France Germany Italy Saudi Arabia Poland Russia Spain UK USA
Travel agents or
Google search Google search Travel review sites Google search Google search Google search Google search Google search
1st tour operators
(43%) (38%) (43%) (50%) (56%) (46%) (38%) (47%)
(48%)
Referrals and Travel agents or

Online travel agentsOnline travel agents Google search Google search Online travel agents Travel review sites Travel review sites
2nd recommendations tour operators
(OTAs) (37%) (OTAs) (38%) (42%) (47%) (OTAs) (45%) (37%) (41%)
(40%) (49%)
Travel agents or Destinations' Referrals and

Travel review sites Online travel agents Online travel agents Travel review sites Online travel agentsOnline travel agents
3rd tour operators official websites recommendations
(34%) (OTAs) (38%) (OTAs) (44%) (39%) (OTAs) (32%) (OTAs) (38%)
(37%) (37%) (46%)
Travel agents or Destinations' Destinations' Destinations'

Hotel websites Hotel websites Travel review sites Hotel websites Hotel websites
4th tour operators official websites official websites official websites
(28%) (36%) (44%) (28%) (37%)
(31%) (32%) (44%) (38%)
Destinations' Travel agents or Travel agents or Destinations' Destinations'

Travel review sites Online travel agents Hotel websites Hotel websites
5th official websites tour operators tour operators official websites official websites
(27%) (OTAs) (34%) (42%) (39%)
(29%) (30%) (35%) (25%) (35%)
Base per country: France n=1002, Germany n=1000, Italy n=1003, KSA n=1002, Poland n=1021, Russia n=1004, Spain n=1000, UK n=1005, USA n=1001
Source: Twenty31 Consulting Inc. Q21. Still thinking about your next holiday, which of the following information sources will you be most likely to use to help plan your trip once you have chosen a destination?
52
RUSSIA RELIES MORE ON PERSONAL RECOMMENDATIONS, WITH OTHER MARKETS MORE
FOCUSED ON GOOGLE SEARCH AND TRAVEL REVIEW SITES.
T O P S O U R C E S O F D E S T I N A T I O N I N S P I R A T I O N – B Y M A R K E T, 2 0 2 1
France Germany Italy Saudi Arabia Poland Russia Spain UK USA
Referrals and
Google search Google search Google search Google search Google search Google search Google search Google search
1st recommendations
(50%) (45%) (49%) (52%) (62%) (52%) (47%) (51%)
(54%)
Referrals and Travel agents or

Online travel agentsOnline travel agents Travel review sites Google search Online travel agents Travel review sites Travel review sites
2nd recommendations tour operators
(OTAs) (40%) (OTAs) (38%) (45%) (48%) (OTAs) (47%) (40%) (44%)
(43%) (56%)
Travel agents or Destinations' Travel agents or Referrals and

Travel review sites Online travel agents Online travel agents Travel review sites Online travel agents
3rd tour operators official websites tour operators recommendations
(39%) (OTAs) (37%) (OTAs) (47%) (42%) (OTAs) (32%)
(38%) (39%) (45%) (38%)
Referrals and Destinations' Destinations' Destinations' Referrals and Destinations'

Travel review sites Hotel websites Hotel websites
4th recommendations official websites official websites official websites recommendations official websites
(35%) (38%) (46%)
(32%) (35%) (45%) (39%) (29%) (37%)
Travel agents or Referrals and Travel agents or Referrals and

Airline websites Travel review sites Hotel websites Hotel websites Online travel agents
5th tour operators recommendations tour operators recommendations
(37%) (44%) (39%) (29%) (OTAs) (36%)
(32%) (35%) (33%) (38%)
Source: Twenty31 Consulting Inc. Q20. Thinking about your next vacation/holiday , which of the following information sources will you be most likely to use to inspire you in choosing a destination?
53
SECTION 3: MARKET PORTFOLIO
ANALYSIS
54
MARKET PORTFOLIO ANALYSIS.

• Assess the global market attractiveness based on country size, performance • Demographic snapshot of visitors to Zimbabwe drawing on existing data.
and potential of each potential source market where data is available. • List of recommended priority source markets based on subsequent analysis.
• Assess Zimbabwe’s brand perception data (where available), competitor sets • Secondary analysis of overall inbound tourism figures by source market at the
(based on multi-channel search behaviour, where available, booking data and global and regional level including factors such as group composition, length
market share), structural factors and pandemic recovery and complete an of stay, average spend, age, chosen activities, and trip purpose.
ability to win analysis that weighs attractiveness against structural, pandemic
• Analysis at source-market level for international travellers interested in
and brand perception factors.
Southern Africa demographic distribution and level of interest in visiting
• Consolidate attractiveness and ability to win scores to create a framework for Zimbabwe specifically.
source market prioritisation.
• Analysis of potential source market size to feed into prioritization of source
• Propose prioritised source markets to 10-25 priority source markets in terms markets.
of attractiveness and ability to attract visitors. Set data-driven arrivals targets
for visitor arrivals by source market and region.
55
MARKETS OF OPPORTUNITY WERE DEVELOPED FOLLOWING A STEPWISE ASSESSMENT
METHODOLOGY
METHODOLOGY
DOCUMENT REVIEW ACCESS AND CAPACITY DATA MINING AND STAKEHOLDER TIERED MARKET
ANALYSIS DESK RESEARCH CONSULTATION PRIORITIZATION
•Analysis of current and •Analysis of Zimbabwe’s •Analysis of current market •List of priority markets •Final list of markets broken
historical source market airline access and capacity. trends in Africa and globally benchmarked against down by tiers of priority:
data, including primary •Analysis of key connecting driving traveller behaviour insights from stakeholder •Tier 1: Core pillar source
inbound markets, visitor hubs to Zimbabwe to and choices by destination interviews regarding markets for Zimbabwe.
numbers, spending and identify primary hub source and source markets. markets of opportunity •Tier 2: Markets of potential
nights spent by source markets. •Analysis of the varying and key pillar markets. and/or growing opportunity
market, size of outbound implications and impacts of for strategic development.
markets and other material the COVID pandemic and •Tier 3: Lessor but still
metrics. post-COVID recovery across important supportive source
source markets to assess markets to watch.
challenges and
opportunities.
•Analysis of Twenty31’s in-
house data on traveller
source markets interested in
Southern African
destinations.
•Development of source
market demographic
profiles.
56
RECOMMENDED MARKETS OF OPPORTUNITY FOR ZIMBABWE Tier 1 Markets Region Source Market
Tier 2 Markets USA
Americas
Tier 3 Markets Canada
Canada Netherlands UK
Domestic
UK France
Germany Germany
France Japan Europe
Spain
USA Saudi
Arabia Italy
Spain
UAE India Netherlands
Italy Japan
Nigeria Asia
India
UAE
Zambia Middle East
Saudi Arabia
Australia
Botswana Oceania
Australia New Zealand
Kenya
South Africa
New Zealand
Nigeria
Zimbabwe Africa Kenya
South
Africa Botswana
Zambia
Domestic Zimbabwe
Source: Twenty31 Consulting Inc. market analysis, 2022
57
RECOMMENDED MARKETS OF OPPORTUNITY (CONT’D)

Region Source Market Rationale
Primary overseas source market for Zimbabwe and should be a recovery priority as international travel from the USA resumes. There is a proportionally large
USA
outbound travel population from the USA and considerable degree of spending power.
UK Highly established market for Zimbabwe and should constitute a primary recovery priority.
South Africa has historically been and will likely remain for some time, the primary regional source market for Zimbabwe. It has among the largest outbound
Tier 1 South Africa
travel populations, close links with Zimbabwe both historically and politically and should be considered a regional pillar market.
After the UK, Germany has historically represented the healthiest European source market for Zimbabwe with healthy spending power. Culturally, many Germans
Germany
have a connection to Africa with a relatively large expat population in South Africa.
France Tertiary European source market for Zimbabwe with pre-COVID trends showing healthy growth which could be resumed as the tourist industry recovers.
Lesser inbound market than the USA in terms of historical numbers, Canada shares some traits including relatively high GDP per Capita. Canada should be a lesser
Canada priority than the USA, however marketing efforts in the USA are likely to be largely applicable to Canada with a degree of social media and word-of-mouth
advocacy crossing their shared border.
As a more distant destination, Australia and New Zealand have not historically shown very high inbound figures to Zimbabwe. However, they have affluent and
Australia & New
travel-savvy populations and historical data shows a higher number of nights spent than many other source markets (likely due to its distance). These markets
Zealand
Tier 2 were effectively eliminated by COVID, however recent interest shows potential for recovery and development.
While a small outbound population, Botswana enjoys both relative economic stability in an African context with one of the fastest-growing economies as well as
Botswana
proximity to Zimbabwe. It has also shown among the highest inbound populations to Zimbabwe in recent years.
Zambia shares not only a border with Zimbabwe but Victoria Falls. While it does not have the sizeable middle class of South Africa or the rapid recent
Zambia development of Nigeria, its proximity and shared assets with Zimbabwe make Zimbabwe an obvious and proximate choice for its small outbound leisure travel
population.
58
RECOMMENDED MARKETS OF OPPORTUNITY (CONT’D)

Region Source Market Rationale
Tertiary priority among Asian markets. India has the second-largest outbound travel population and a growing middle class driven by rapid development in recent
India
years and may represent an important market in years to come.
Nigeria is a major emerging market in Africa, rapidly industrializing with a large population and notably, like India, a very large outbound travel market. An
Nigeria
emerging middle class in this source market could represent a considerable development opportunity for Zimbabwe.
Tier 2 Italy Italy competes closely with Spain as a mid-tier European market and was identified in the CPCS passenger point of origin analysis as a key market
Identified as a key market by the CPCS passenger point of origin analysis, Kenya has been one of the fastest-growing economies in Africa over the past decade,
Kenya
with a comparatively vibrant and growing industrial and commercial sectors.
Spain ranks closely with Italy as a mid-tier European source market for Zimbabwe and was identified in the CPCS passenger point of origin analysis as a key
Spain
market
While a relatively small population, Japan has a relatively high outbound travel population relative to its overall population size with very healthy GDP per capita.
Japan
Additionally, pre-COVID inbound figures show very healthy growth among Japanese travellers, surpassing Germany in 2016.
According to the airline capacity analysis Dubai International airport is the third-largest connecting point to Harare and Victoria Falls and both Saudi Arabia and
Tier 3 UAE & Saudi Arabia
Dubai highly mobile and affluent expat populations to whom Zimbabwe could appeal.
Netherlands The Netherlands is the largest inbound European population after the UK, France, and Germany and represents a market for potential further development.
Domestic travel in Zimbabwe remains nascent. However, encouraging domestic travel and empowering Zimbabweans to explore their own country (particularly
Domestic Zimbabwe
given Zimbabwe’s size and geographic diversity), is necessarily a priority alongside the gradual recovery of international travel.
59
PART 1: ZIMBABWE’S GLOBAL
TOURISM MARKETS RATIONALE
Secondary and proprietary analysis of Zimbabwe’s key
markets
60
ZIMBABWE’S TOURISM MARKET OVERVIEW: SUMMARY
SUMMARY

There is a strong VFR • While this is likely driven by the regional market, it indicates an opportunity to
In terms of purpose of visit within overall visitation, much larger proportions enter Zimbabwe in order to
component to further develop the more affluent components of the regional market who are able
visit friends and relatives than for leisure purposes.
visitation to voluntarily travel to engage in VFR.
Broadly speaking, Zimbabwe’s tourism source markets of opportunity fall into 3 tiers: • In light of these tiered markets, and as will be made clear in the budget allocation
A tiered approach to
• Tier 1: Established and high leverage markets section, it is recommended that Zimbabwe use this as a guide in terms of budget
destination priotization
• Tier 2: Emerging high potential markets allocation, as focusing on a limited number of markets will allows for more targeted
is recommended
• Tier 3: Nascent markets that could represent future opportunities as they develop and effective market development.
The regional market Unsurprisingly, the regional market far outstrips overseas regions in terms of market share. There is both • While the regional market is nowhere near as lucrative as the overseas market,
represents 82% of the opportunity to better mobilize the regional market and to grow the overseas market. However, 44% of there is the opportunity to further mobilize the more affluent contingent of this
overall market share this contingent are in transit and many are not leisure visitors per se. market by translating VFR into greater leisure spend and longer stays.
• Many South Africans engage in self-drive or other land-based transport so ground

South Africa is by far Unsurprisingly given its shared border and relatively affluent population, South Africa is the most lucrative
infrastructure will be important for their ease of access.
the largest African regional market for Zimbabwe. Maintaining and developing this market has very different requirements
• This is also a lucrative market in terms of increasing length of stay through
market from developing the international markets.
facilitating and encouraging longer self-drive trips.
There is a considerable
• Developing the destination will requite growing the burgeoning interest in
gap between the size of
Zimbabwe among such lucrative markets as Europe, Oceania, and the USA.
outbound overseas Consideration of Zimbabwe as a future travel destination remains very low relative to other established
• This will likely take time in terms of developing an established global profile but
markets and destinations.
some important foundations (such as the growing reputation of the KAZA region as
consideration of
well as packaging alongside other destinations) have been established.
Zimbabwe
61
STAKEHOLDERS AGREED THAT THE KEY SOURCE MARKETS FOR ZIMBABWE CONTINUE TO BE
THE CORE MARKETS FOR THE SOUTHERN AFRICAN REGION.
S TA K E H O L D E R F E E D B A C K O N K E Y M A R K E T S
UK, Germany & Key Western

USA SADC/ Regional Australia
European Markets
There is broad agreement on the
potential of regional tourism for The Australian market was
Zimbabwe. The regional market is referenced as historically strong prior
seen as more likely than to the pandemic but haw been
North America, but particularly the Along with the USA, European
internationals to visit Zimbabwe as a temporarily affected by it.
USA, is largely considered the markets (with the UK and Germany
stand-alone destination. The
strongest market that operators receiving notably high mentions)
emergent affluent African market However, recently the Australian
work with which aligns with should continue to be a major focus
from South Africa and other regional market has been improving. The
traditional market emphasis by for Zimbabwean tourism and
countries are rarely looking for multi- market has potential for recovery as
Zimbabwean tourism, as well as the constitute an economic pillar for the
stop tours but are instead looked for the COVID restrictions in Australia
historically high proportion of international tourism industry
a single contained ‘all in one begin to lift. Australians have begun
international revenue generated by however, as with all markets, these
experience. Some self-drive travel to travel to Zimbabwe in greater
US visitors. will take some time to recover.
from South Africa was also numbers recently, which highlights
mentioned; this was quoted as being the potential this market may have in
predominantly white South Africans coming years.
looking for an adventurous road trip.
62
THE REGIONAL MARKET WILL IS A GROWING AND KEY COMPONENT OF ZIMBABWE’S
TOURISM RECOVERY WITH SEVERAL EMERGING AFFLUENT MARKETS EMERGING.
THE REGIONAL PICTURE
• Zimbabwe has been going through a period of political and economic • An advantage of the regional over the overseas market is that, among
instability for the last two decades, which has affected its perception overseas visitors, Zimbabwe often constitutes one stop on a multi-country
negatively, particularly in Western countries. This is evidenced by numerous itinerary, which is rarely the case for the affluent African regional market who
negative articles in Western media and travel advisories issued by Western are usually looking for a one-stop trip, which constitutes greater opportunities
governments. for developing sub-destinations within Zimbabwe rather than merely the
• However, perception of Zimbabwe appears to be relatively more positive better-known attractions.
within Africa. As demonstrated by the Visitor Exit Survey of 2015/16, the • The regional market’s greater share of VFR and self-drive travel which allow
majority of the visitors were from Africa (80.7%), followed by those from for greater tourism development not dependent on improvements in air
Europe (9.8%) and the Americas (5.7%). transport connectivity.
• South Africa already represents a cornerstone market for Zimbabwe across • While South Africa has historically represented a key pillar of the market,
the 4 segments identified, however Mature Safari Travellers, while opportunities emerging from affluent sections of society from markets such as
prominent, are less proportionally dominant than other markets due to Nigeria and Botswana are ripe for development and represent a potentially
more distributed regional opportunities for safari tourism both within South significant driver of recovery as international travel gradually resumes.
Africa and throughout the region. • Zambia, Malawi, and Botswana all represent an established VFR market which
could be further developed by targeting the identified market segments.
Source: VF HRE Air Service Development Plan TWO 2022; Stakeholder Interviews
63
THE REGIONAL MARKET SHOWS A COMBINATION OF SMALL BUT GROWTH MARKETS AS
WELL WITH EMERGING MIDDLE CLASSES REPRESENTING OPPORTUNITIES.
THE REGIONAL PICTURE – KEY MARKET PROFILES
Tier 1 Markets
Zambia: Tier 2 Markets

• Shares not only a border with Zimbabwe
Tier 3 Markets
• While it does not have the sizeable middle class of
South Africa or the rapid recent development of Domestic KEY IMPLICATIONS
Nigeria, proximity and shared assets with Zimbabwe
make Zimbabwe an obvious and proximate choice • South Africa is by far the largest regional market for
for small outbound leisure travel population.
Nigeria: Zimbabwe and is a long-standing regional pillar of the
• Major emerging market tourism market and this is set to continue.
• Rapidly industrializing Botswana:
• Large population • While a small outbound population, enjoys both relative • Zambia and Malawi follow closely as source markets;
• Very large outbound travel economic stability in an African context however, it is less likely that they have as many leisure
market • Among fastest-growing economies travellers and Malawi is not considered a lucrative
• Emerging middle class in this • Close proximity to Zimbabwe
source market could represent
market. However, Malawi, Zambia, and Botswana all have
• Among the highest inbound populations to Zimbabwe in
a considerable development recent years.
healthy potential to build on the VFR market. These
opportunity for Zimbabwe. markets can be lucrative by focusing on the market
segments rather than the mass market.
Zimbabwe (domestic): • Botswana represents a small but significant inbound
South Africa: • Domestic travel in Zimbabwe remains nascent
• However, encouraging domestic travel and
market with a growing middle class and impressive
• Historical primary regional source market for
empowering Zimbabweans to explore their own economic development in recent years.
Zimbabwe
country (particularly given Zimbabwe’s size and
• Among the largest outbound travel • Nigeria, as a rapidly industrializing market with a large
populations geographic diversity), is necessarily a priority
alongside recovery of international travel. absolute population, proportionally very large outbound
• Close links with Zimbabwe both historically
and politically
population, and a growing middle class, could represent a
• Considered a regional pillar market. future cornerstone regional market for Zimbabwe.
Source: Stakeholder Interviews; Visitor Exit Survey, 2015/16; Twenty31 Consulting Inc.
64
COVID HAS FACILITATED A SHIFT TOWARDS TRAVELLERS FROM THE SADC REGION WHICH
COULD PRESENT MAJOR OPPORTUNITIES FOR GROWTH.
S TA K E H O L D E R F E E D B A C K O N R E G I O N A L M A R K E T S
Currency Issues Self-drive Current lack of city break tourism COVID as a driver of regional travel
Primarily, operators in Zimbabwe While regional travel was initially

(including those based in Harare) are worst affected by COVID, the crisis
During the pandemic, Zimbabwean
seeing regional travelers coming for has precipitated a shift towards
Due to the fact that Zimbabwe now operators saw a rise in regional
safari, visiting and staying in national overland and regional travel broadly.
uses the US Dollar as their primary markets of people who self-drove
parks, and not typically spending Regional travellers have the
currency, they have to an extent into the country for safari or fishing
much time in cities. To the extent resources, the connections, and the
priced out regional markets, due to vacations, which were often cheaper
this is seen, it tends to be business local knowledge to be a major
the fact that travelers coming from than other products offered.
travel (whether regional or source market for the destination.
nearby countries have to transfer
international). Other cities such as
their currencies into US Dollars to However, especially since most
Bulawayo have great potential in this Regional markets might stay for
pay for the expenses in Zimbabwe, regional travelers come from South
regard while other cities are longer because they don’t want to
which can be very unfavorable for Africa, it has been difficult for
significant hubs for nature tourism. move around as much as
them, because of how weak some of regional travelers to afford the US
Mutare for example acts as a international travelers – though an
them are compared to the US Dollar. Dollar pricing of the Zimbabwe
gateway to the Eastern Highlands over focus on safari remains a
products.
and Mozambique’s Gorongosa challenge (since they likely have
National Park. safari where they are coming from).
65
VISITORS TO ZIMBABWE SKEW BROADLY MALE, AGED 30-44, WITH A HIGH VFR AND
TRANSITORY CONTINGENT WITH MOST TRAVELLING EITHER ALONE OR IN FAMILY GROUPS. Region, 2018-2020
OVERALL GLOBAL VISITOR PROFILE Africa

82
89
Europe 5
8 2020
Africa 3
4 2019
Asia 2
4
Oceania 1
2
Gender, 2015/16 Purpose of visit, 2019-2020 Age, 2015/16

Transit visitors 44
37 15-19 2 Trip was good value for money,
Female Male VFR 23 2015/16
2020
30 20-24 7
Business
15 2019
41% 9 17
59 Holiday leisure 25-29 12
13
Religion 18 30-34 17
83
35-39 16
Good value for money
Visitor Composition, 2015/16 Activities engaged, 2015/16 40-44 14 Not good value for money
Alone 45-49 10
43 Likelihood to repeat visit, 2015/16
Sightseeing 53
50-54 7
Family 26
Shopping 35 25
55-59 5
Friends 11
Business 23 60-64 4 75
Couple 9
65-69 3
Boat cruising 18 Repeat visitors
Group 9
70-74 2 First time visitors
75+ 1
Sources: Visitor Exit Survey, 2015/16; TSA, 2018; Tourism Trends Report, 2019
66
BRITONS INTERESTED IN SOUTHERN AFRICA TEND TO BE YOUNGER, HIGHLY EDUCATED,
MARRIED WITH NO CHILDREN. Level of Education Level of Income
DEMOGRAPHIC PROFILE – THOSE INTERESTED IN SOUTHERN AFRICA – UK, 2021 15

32 35
50
35
28
High Medium Low High Medium Low
Q7. What is the highest level of formal Q8. What is your average annual
education you have completed? household income?
Gender Relationship Status Top 5 Regions
Single 29
Female Male Married 54

In a partnership 11 Greater London 16
44% 56 Divorced/ 5
separated
Widowed 1
South East 15
Q2. What is your gender? Q4. What is your relationship status?

Age Number of Children Under 18 in Household
North West 10
Below 18 Yrs. 0
One 31
18-24 Yrs. 16
West Midlands 10
25-34 Yrs. 29 Two 28
35-44 Yrs. 23
15 Three or more 3
45-54 Yrs. South West 9
55-64 Yrs. 12
None 38
65+ 5
Q1. How old are you? Q5. In which of the following regions do you live?
Q3. How many children under 18 years of age are living with you in your household?
Base per country: UK n=183
Source: Twenty31 Consulting Inc. Base: All those have interested in travelling to Southern Africa
Q1, Q2, Q3, Q4, Q5, Q7, Q8
67
AMERICANS INTERESTED IN SOUTHERN AFRICA SKEW MALE, ARE MARRIED, AND
HAVE CHILDREN. Level of Education Level of Income
DEMOGRAPHIC PROFILE – THOSE INTERESTED IN SOUTHERN AFRICA – USA, 2021 33 35 28 35
32 37
Single 27

In a partnership 7 California 16
35%
Divorced/ 4
65 separated
Widowed 2
New York 10

Texas 10
Below 18 Yrs. 0
One 35
18-24 Yrs. 16
Florida 8
25-34 Yrs. 26 Two 29
35-44 Yrs. 24
23 Three or more 6
45-54 Yrs. Georgia 6
55-64 Yrs. 6
None 30
65+ 5
Base per country: USA n=240
Q1, Q2, Q3, Q4, Q5, Q7, Q8
68
FRENCH INTERESTED IN SOUTHERN AFRICA TEND TO SKEW MALE, ARE MIDDLE
AGED, AND MARRIED. Level of Education Level of Income
DEMOGRAPHIC PROFILE – THOSE INTERESTED IN SOUTHERN AFRICA – 16
FRANCE, 2021 39 35
45
39
26
Single 24

In a partnership 13 Paris 9
35%
Divorced/ 6
65 separated
Widowed 1
Loire-Atlantique 6

Ain 5
Below 18 Yrs. 0
One 35
18-24 Yrs. 7
Haute-Garonne 4
25-34 Yrs. 27 Two 22
35-44 Yrs. 28
22 Three or more 5
45-54 Yrs. Gironde 3
55-64 Yrs. 8
None 39
65+ 8
Base per country: France n=153
Q1, Q2, Q3, Q4, Q5, Q7, Q8
69
GERMANS INTERESTED IN SOUTHERN AFRICA ARE YOUNGER, WITH NO KIDS WITH
AVERAGE EDUCATION AND INCOME. Level of Education Level of Income
DEMOGRAPHIC PROFILE – THOSE INTERESTED IN SOUTHERN AFRICA –
29 29
G E R M A N Y, 2 0 2 1 38 39
33 32
Single 31

In a partnership 22 North Rhine-
25
49 Westphalia
Divorced/ 5
51% separated
Widowed 1
Bavaria 17

Hesse 14
Below 18 Yrs. 0
One 21
18-24 Yrs. 19
Berlin 13
25-34 Yrs. 33 Two 16
35-44 Yrs. 21
12 Three or more 3
45-54 Yrs. Hamburg 6
55-64 Yrs. 9
None 60
65+ 6
Base per country: Germany n=129
Q1, Q2, Q3, Q4, Q5, Q7, Q8
70
REGIONALLY, AFRICA SHOWS BY FAR THE HIGHEST MARKET SHARE BUT ALSO THE LOWEST
AVERAGE SPEND AND NIGHTS SPENT.
S I Z E O F G L O B A L O U T B O U N D I N T E R N AT I O N A L M A R K E T S , 2 0 1 5 / 1 6 * ; 2 0 2 0
Europe
Americas Asia
Market Share: 5% (2020)
Market Share: 3% (2020) Avg. Nights: 9.9 Market Share: 2% (2020) KEY IMPLICATIONS
Avg. Nights: 9.1 Avg. Spend (USD): 909 Avg. Nights: 16.6
Avg. Spend (USD): 883 Avg. Spend (USD): 884
• Unsurprisingly, Africa has by far the highest market share
but also the lowest average number of nights spent, and
average spend, though this is to be expected.
• Oceania and Europe show the highest average spend,
though Oceania has the second-lowest market share.
• Oceania has the lowest market share but the highest
average number of nights.
Africa
Oceania
• Asia Shows the second-lowest but the highest average
Market Share: 89% (2020) number of nights.
Market Share: 1%
Avg. Nights: 7.6
Avg. Nights: 11.7
Avg. Spend (USD): 310
Avg. Spend (USD): 1354
• Europe has the highest market share of overseas regions.
*Figures are from 2015/16 unless specified as 2020
Sources: Visitor Exit Survey, 2015/16; 2020 Tourism Trends Statistics Report
71
THE UK, JAPAN, USA, AND AUSTRALIA ALL HAVE A CONSIDERABLE LEAD OVER THEIR
REGIONAL COUNTERPARTS AS INBOUND ZIMBABWEAN SOURCE MARKETS.
REGIONAL DISTRIBUTION OF VISITORS, 2015/16
Europe Asia
United Kingdom 38.3 Japan 21.8
Germany 16.6 China 12
France 6.8
Netherlands 6.1
India 12 KEY IMPLICATIONS
Israel 8.3
Switzerland 5.9
Spain 4 Singapore 6.2 • The largest European source markets by some margin are
Italy 3.5 Hong Kong 3.7 the UK at 38.3% followed by Germany at 16.6%.
Belgium 3.3 Turkey 3 • There is relatively little variation between other European
Denmark 2.4
Pakistan 2.2 source markets.
Norway 2.3
Austria 2.1
Malaysia 2
• The USA also far outstrips other American source markets
Other European 8.7 Other Asian 28.8 at 82.1%.
Americas Oceania
USA 82.1 Australia 86
Canada 14.1 New Zealand 13.4
Other Americas 3.8 Other Oceania 0.6
Source: Visitor Exit Survey, 2015/16
72
SOUTH AFRICA REPRESENTS BY FAR THE LARGEST AFRICAN SOURCE MARKET, FOLLOWED
BY ZAMBIA, MALAWI, AND BOTSWANA.
R E L AT I V E S I Z E O F A F R I C A N M A R K E T S , 2 0 1 5 / 1 6 ; 2 0 2 0
Country of usual residence, Africa 2015/16 KEY IMPLICATIONS
Market Share: 89% (2020) South Africa 38 • South Africa is by far the largest regional market for
Avg. Nights: 7.6 Zimbabwe.
Avg. Spend (USD): 310 Zambia 19
• Zambia and Malawi follow closely; however, it is less likely
Malawi 18 that they have as high a proportion of leisure travellers.
Botswana
• Mozambique and Botswana also represent small but
12
significant inbound markets.
Mozambique 9
Other African 1
Tanzania 1
Namibia 1
Kenya 0.4
Swaziland 0.4
73
ACCORDING TO TWENTY31’S DATA, ISRAEL, SOUTH AFRICA, UK, AUSTRALIA, AND NIGERIA
SHOW AMONG THE HIGHEST PROPORTIONS OF OUTBOUND TRAVELLERS.
S I Z E O F G L O B A L O U T B O U N D I N T E R N AT I O N A L M A R K E T S , 2 0 2 0 - 2 0 2 1
80%
Size of global outbound international markets, % of population, 2020-2021
70% 67%
60%
52%
50%
42% 43%
40% 38% 38%

36% 35% 35% 35%
34%34% 34%
32% 32%
30%30% 29% 29% 29%
30% 26%
23%23% 23%23%
21% 21% 21%
19% 18% 18%
20% 16% 16%16%
13% 13% 13%
11%
9%
10% 7%
5%
0%
Israel South UK Australia Nigeria Belgium Italy Norway Sweden Germany India Egypt Ukraine Poland South Spain USA France Russia Japan KSA
Africa Korea
November 2021 February 2020
Sources: Twenty31 Consulting Inc.; World Bank
74
IN TERMS OF ABSOLUTE FIGURES, INDIA HAS BY FAR THE LARGEST OUTBOUND TRAVEL
MARKET, FOLLOWED BY THE USA, UK, SOUTH AFRICA, AND EGYPT.
A B S O L U T E S I Z E O F G L O B A L O U T B O U N D I N T E R N AT I O N A L M A R K E T S , 2 0 2 0 - 2 0 2 1
250
Size of global outbound international markets, absolute (000,000s), 2020-2021
213 213
200
150
100
58
50
35 34 34
15 18 14 16 13
18
12 12 12 11 13 12
7 7 6 6 6 6 6 5 9 5 7 9 9
4 5 4 2 2 2 2 1 1 1
0
0
India Nigeria USA UK South Egypt Russia Germany Italy South Ukraine Australia Spain France Japan Poland Israel Belgium Sweden KSA Norway
Africa Korea
November 2021 February 2020
Sources: Twenty31 Consulting Inc.; World Bank; Worldometer
75
OVER HALF OF TRAVELLERS TO ZIMBABWE ON A PACKAGE TOUR WERE PACKAGED WITH
EITHER BOTSWANA OR SOUTH AFRICA.
C O U N T R I E S PA C K A G E D W I T H Z I M B A B W E , 2 0 1 5 / 1 6
Percent distribution of total vs. holiday/leisure visitors by countries

55 packaged with Zimbabwe, 2015/16
KEY IMPLICATIONS
50
• Holiday/leisure visitors who were on package were asked
about the other countries included in the same package
with Zimbabwe.
• The survey results show that Zimbabwe was packaged
with Botswana in 55.3% of the cases, South Africa in
50.3% of the cases and Namibia (21.7%). One in five of
the visitors (20%) reported that they were visiting
22 Zimbabwe only.
16 • Despite its proximity, only 16% of package travellers were
packaged with Zambia.
3 2 2 2 2
1
Botswana South Africa Namibia Zambia Swaziland Tanzania Kenya Mozambique Malawi Other African
76
TRAVELLERS FROM FURTHER AFIELD SUCH AS OCEANIA AND EUROPE SHOWED
CONSIDERABLY LONGER LENGTHS OF STAY IN ZIMBABWE
A V E R A G E L E N G T H O F S T A Y, 2 0 1 8
Average length of stay by inbound tourist’s place of origin, days, 2018 KEY IMPLICATIONS
16.6
• The average length of stay for all visitors was 8.6 nights.
Asians had the highest average length of stay of 16.6
nights followed by those from Oceania who had 11.7
nights in the country.
11.7 • Although the proportion of visitors from African countries
was the highest (80.7%) their average length of stay was
9.9 the lowest, 7.6 nights.
9.1
7.6
Oceania Europe Asia Americas Africa
Source: TSA 2018
77
LARGE PROPORTIONS OF VISITORS TO ZIMBABWE DID NOT USE ANY ACCOMMODATION,
WHILE A CONSIDERABLE PROPORTION STAYED WITH FRIENDS AND RELATIVES.
A C C O M M O D AT I O N T Y P E S A V A I L E D , 2 0 1 8
Percentage distribution of inbound tourists by types of accommodation availed, 2018 KEY IMPLICATIONS
33.0
• With regard to type of accommodation availed by the
tourists, as many as 42% did not utilise any
accommodation.
• These included excursionists and visitors who slept in
coaches/buses, trucks, cars, churches etc.
• Camps represent a relatively low proportion of
accommodation availed at only 3%.
• Another significant proportion, 33%, stayed at friends or
relatives’ place.
11.0
8.0
3.0
2.0
Friends/ relatives Hotels Lodges Camps Other
Source: TSA 2018
78
SECTION 4: INVESTMENT
ALLOCATION
79
FUTURE PROJECTIONS THROUGH 2025 ARE BASED ON THE CURRENT MARKET BUT THIS IS
SUBJECT TO MAJOR VECTORS OF CHANGE IN A VOLATILE GLOBAL MARKET.
M E T H O D O L O G Y, A P P R O A C H , A N D K E Y F A C T O R S
• The division reflected here is for the total Destination Marketing and • Geo-Politics: The current war in Ukraine is causing ongoing destabilization of
Promotion budget as identified in the ZTA strategy budget breakdown. This the region that has significant political and economic ramifications. There is
does not include organizational overhead, salaries, and administration. also potential for political shift in the two core markets via the increasing
• The budget breakdowns here, and in the accompanying tables are in likelihood of the end of the Johnson government in the UK through political
percentage values to allow for exchange rate disparity between bank and scandals and the increasing negative impacts of Brexit. In the USA, there is
market rates and potential fluctuations. the potential loss of political control and governance of the Biden
Administration and return of isolationist policies.
• The future projections through 2025 are based on current market positions
used in the research but given the current volatile global situation there can • Economics: The cumulative result of all the above continues to have
be potential major agents of change that make projection difficult and ill- significant impacts on global economies. The threat of recession, rising costs
advised. For this reason, these projections will require constant review and of food and energy are impacting disposable income in many markets. As
revision, especially within annual budget cycles. the demographic most impacted by the pandemic, many Baby Boomers
have had increased health costs and an increased aversion to travel. Rising
• The major vectors of change will be:
costs, particularly house prices and interest rates are also having significant
• Global Health: The potential resurgence of COVID variants and renewal or effect on Millennials.
revision of health protocols. Disparate approaches to managing the
pandemic, have raised concerns about the potential risks of international
travel.
80
THE DIVISION OF NATIONAL/REGIONAL SOURCE MARKETS REFLECTS THE PRIORITY
IDENTIFIED WITHIN THE RESEARCH WITH FURTHER QUALIFICATION FROM STAKEHOLDERS.
SOURCE MARKETS
• The division of National/Regional source markets here reflects the priority • These markets also share challenges and opportunities in the digital space,
markets identified within the research with further qualification from the with a heavy focus in content in their own language, and in Germany a
conducted interviews. historical aversion to online booking and e-commerce among older
• Core Markets: The US and UK remain core source markets and this is unlikely travellers, although this may have significantly changed during the
to change, but it should be noted that these forward projections will need to pandemic, as a 19% rise in online sales was recorded in 2020-21.
annually reviewed and revised due to the potential for significant political • South African and Regional Markets: These have been very heavily focused
change in both. on during the pandemic period, and the sustainability of the markets were
• Europe: In the European budgets the allocations represent the need to discussed at length in the interviews. Of particular interest has been the
invest an increased amount 2023-24 to restore market confidence. France emerging affluent African market, which tends towards self-contained trips
and Germany have been separated here as they were consistently identified and has been on the increase.
as the strongest source markets, mostly due to the French familiarity with • This market will need to be reviewed and revised as several interviewees
Africa due to historical and colonial legacy and the strong German suggested that increases in this form of travel were related to the ability of
connection to Namibia, for whom they are one of the leading source Zimbabwe to retain these markets compared to other global destinations
markets who are increasingly travelling within the region. during the pandemic and still provide travellers with a good experience.
Budget reviews should assess if this market is delivering on its promise.
81
AUSTRALIA AND NEW ZEALAND SHOW POTENTIAL FOR RECOVERY WHILE CHINA IS NO
LONGER CONSIDERED A PRIORITY MARKET.
SOURCE MARKETS
• Oceania: Australia and New Zealand were historically a strong and growing • There are also now very strong indications that Chinese population are now
market for Zimbabwe, but this market was effectively eliminated during the much more averse to travel, and the maintained ‘zero COVID’ policy
pandemic via border closures and travel restrictions. However, several restrictions may stay in place for some time, along with Government driven
interviewees have reported retuning interest and enquiries, hence the and mandated domestic travel to shore up the National economy. While
projected return to growth reflected in budget allocations. there were anecdotal references made to returning emerging markets
• Emerging Markets: These are harder to define moving beyond the pandemic (Brazil and India the most frequent mentioned) these will need to be
as the travel landscape has changed significantly. As noted in the research qualified through tactical testing and campaigns through 2024 before
these markets must be carefully reviewed based on their past performance, committing to increased budget in 2025.
awareness of the destination, and post-pandemic position. Careful strategic • Domestic Market: The domestic market in Zimbabwe has potential for
planning and identification of these markets is recommended. The previous growth and is of growing importance for many destinations globally as
‘Look East’ approach to Asia and focus on China is now definitely in question. domestic populations are less affected by travel restrictions within the
A consistent response from interviewees was that pre-pandemic the Chinese country. As such, a healthy domestic market provides economic insulation
had delivered very little in terms of value and yield. against travel disruptions and restrictions.
• Note: Budget allocations are based on estimates and take into account
media buying levels in different markets.
82
BUDGET ALLOCATION IS DIVIDED BY REGIONAL AND NATIONAL SOURCE MARKETS WITH
SOME SOURCE MARKETS GROUPED TOGETHER SUCH AS THE USA AND CANADA.
B U D G E T A L L O C AT I O N B Y S O U R C E M A R K E T - R E C O M M E N D AT I O N
Budget Allocation
Source Market
2023 2024 2025
US & Canada 25% 20% 20%
UK 25% 20% 20%
France and Germany 15% 10% 5%
Rest of Europe 5% 10% 5%
South Africa and Regional 10% 15% 15%
Australia and New Zealand 5% 5% 15%
Emerging Markets 10% 10% 10%
Domestic 5% 10% 10%
83
SOURCE MARKET ALLOCATIONS ARE DIVIDED BY BOTH SEGMENTS AND CHANNELS TO
ALLOW GRANULAR BUDGET ALLOCATION.
SEGMENT AND CHANNEL SPLIT
Segment Split Channel Split

• It is recommended that within each of the target markets (as detailed in the • In each market the allocated percentages for each segment are then divided
tiered approach in the portfolio analysis section), that Zimbabwe focus on into offline and digital marketing.
these 4 segments within each target market in terms of budget allocation. • Offline marketing refers to print and electronic (non- digital) advertising and
• These source market allocations are then divided by the segments identified media, co-operative marketing with both international and local trade,
in the research, based on the size of these markets, their propensity to travel hosting buyers and offline media and trade show attendance/
and the products available in Zimbabwe. representation.
• While the US and UK markets are dominated by Mature Safari Travellers, the • Digital marketing refers to online advertising, social media marketing, co-
closer accessibility and familiarity with the destinations in the UK and operative marketing with online channels, use of digital content, online
Europe means that other travel types are more likely to be effectively media, and mobile marketing.
targeted. • These allocations reflect the increasing predominance of digital marketing
• In the Southern African and regional markets, the Mature Safari market is for inspiration, information, and conversion globally but also that some
more likely to consume domestic products. Equally the domestic market is segments, particularly Mature Safari and Family Travellers, are less likely to
likely to be heavily focused on family holidays or more adventurous options use online resources and may instead seek the security of dealing with travel
for younger travellers. agents and operators.
84
PART 1: OFFLINE MARKETING
85
RECOMMENDATIONS ARE BASED ON THE FINDINGS OF THE MARKET AND SEGMENTATION
RESEARCH.
G L O B A L O F F L I N E A L L O C AT I O N S
• In some cases, offline allocations have been progressively reduced and Source Market Segment Offline Digital
Family Traveller 70% 30%
digital allocations increased to reflect increased digital usage and Cultural Traveller 50% 50%
US & Canada
Adventure Traveller 20% 80%
generational shift. Mature Safari Traveller 90% 10%
• In the South African/ Regional and the Domestic Market, not all segments UK
Cultural Traveller 50% 50%
are considered potential markets for travel. For example, there is likely little Mature Safari Traveller 90% 10%
engagement with Mature Safari Travellers from domestic and regional both France and Germany
source markets due to the products available in their home country, and as Mature Safari Traveller 90% 10%
such these segments are not broken down per these source markets within Rest of Europe
the table opposite. Mature Safari Traveller 90% 10%
• It should be noted that these are recommendations based on the findings of South Africa and Regional
Cultural Traveller
Adventure Traveller
80%
90%
20%
10%
this research and segmentation project, and this is not a marketing strategy. Mature Safari Traveller 0% 0%
Adventure l Traveller 10% 90%
• The segmented budgets that follow identify potential channels and activities Australia/NZ
Mature Safari Traveller 80% 20%
for each (by type). Family Traveller 50% 50%
Emerging Markets
• Specific activities within these guidelines will need to be identified within Adventure Traveller 30% 70%
Mature Safari Traveller 90% 10%
broader strategic planning. Domestic
86
FOR ALL MARKETS, THE SEGMENTS ARE THEN BROKEN DOWN INTO THE TYPE OF OFFLINE
ADVERTISING THAT IS MOST SUCCESSFUL.
OFFLINE MARKETING DEFINITONS
• Awareness and Branding refers to print and electronic advertising, mostly • Co-Operative Marketing with International Trade refers to joint campaigns
done through travel publications and broadcasts. The success of these conducted with proven agents and operators within the source market and
initiatives is measured through readership and reach and tracked offline can include print advertising as well as direct mail to client databases with
calls-to-action (CTAs). promoted content. This is tracked through reach, response rate and overall
• Media Partnerships includes advertorial content in travel publications, and conversions.
content in travel and wildlife broadcast media. This is tracked through • Co-Operative Marketing with the Local trade refers to joint campaigns
engagement with offline CTAs, and audience reach and ratings. conducted with the local tourism trade directly to the source market and
• PR and Market Development refers to hosting media entities per each includes print advertising and direct mail to client databases with promoted
market on specific media-focused FAM trips, supported jointly with the content includes. The success of this marketing is tracked through reach,
trade who may provide a joint contribution for the trip. response rate, and overall conversions.
• Trade Support additionally includes attendance at travel-focused trade • Trade Support and Market Development includes hosting buyer on
shows, both regional and demographic to support promotion of the destination familiarization (FAM) trips, supported by the local trade who
destination. It is tracked by attendance at each show, and generated leads. may provide a joint contribution for the trip. These help to boost the
destinations client base and reach, and success if tracked by the percentage
increase in sales.
87
THE USA AND CANADA MARKETS ARE DOMINATED BY MATURE SAFARI TRAVELLERS.
SEGMENTED BUDGETS – US AND CANADA: OFFLINE

% of Budget % of Budget % of Budget
Segment Objective
• The dominance of the Mature Safari Travellers in these markets, and the Awareness and Branding
2023
20%
2024
20%
2025
20%
Media Partnerships 20% 20% 20%
long-haul nature of travel to Zimbabwe justifies the investment onto offline Co-op Marketing with International Trade 20% 20% 20%
and strong partnerships with key agents and operators, both for co-op Mature Safari Traveller Co-op Marketing with Local Trade 10% 10% 15%
Trade Support and Market Development 10% 10% 10%
marketing and supported hosted buyer program. PR and Market Development 10% 10% 10%
Trade Shows Attendance 10% 10% 5%
• Print advertising in key travel publications (such as National Geographic) will Awareness and Branding
Media Partnerships
10%
20%
10%
20%
5%
15%
Co-op Marketing with International Trade
be needed for awareness in the safari and Family market, and in more 20% 20% 20%
Family Traveller Co-op Marketing with Local Trade 15% 15% 20%
outdoor and adventure-oriented publications (such as Outside) for Cultural Trade Support and Market Development 15% 15% 20%
and Adventure Travellers. PR and Market Development

Trade Shows Attendance
15%
5%
15%
5%
15%
5%
Awareness and Branding 10% 10% 5%
• US Trade shows tend to be smaller and often thematic and may be better Media Partnerships 20% 20% 15%
Co-op Marketing with International Trade 20% 20% 20%
replaced by DMO supported roadshows for the trade. Cultural Traveller Co-op Marketing with Local Trade 15% 15% 20%
PR and Market Development 15% 15% 15%
Adventure
Co-op Marketing with Local Trade 15% 15% 15%
Traveller Trade Support and Market Development
10% 10% 10%
88
THE UK IS A MORE DIVERSE MARKET REFLECTING SHORTER AIR ACCESS AND HIGHER
FAMILIAIRTY WITH ZIMBABWE.
SEGMENTED BUDGETS – UK: OFFLINE
Segment Objective
• While Mature Safari Travellers are still strongly represented in the UK Awareness and Branding
2023
20%
2024
20%
2025
20%
market, it is more likely to diversify, given the relative shorter air access and Co-op Marketing with International Trade 20% 20% 20%
product knowledge. The familiarity with the destination also makes them Mature Safari Traveller Co-op Marketing with Local Trade 10% 10% 15%
more likely to engage with local Zimbabwe operators, justifying increased PR and Market Development 10% 10% 10%
co-op with local trade. Awareness and Branding 10% 10% 5%
• Print advertising in key travel publications (such as BBC Wildlife and Sunday Co-op Marketing with International Trade 20% 20% 20%
Travel Supplements) will be needed for awareness in the safari and family Trade Support and Market Development 15% 15% 20%
market, and content and media in TV travel and wildlife programming. The PR and Market Development
15%
5%
15%
5%
15%
5%
increasing popularity of digital over traditional media is represented in a Media Partnerships 20% 20% 15%
decreased allocation to offline media. 15% 15% 20%
Cultural Traveller Co-op Marketing with Local Trade 20% 20% 20%
Trade Support and Market Development
• UK trade show budgets tend to be centered on World Travel Market (WTM) 15% 15% 20%
and more diverse and specialized shows such as bird fairs or wildlife art Trade Shows Attendance 5% 5% 5%
exhibitions can be considered. Media Partnerships
30% 30% 35%
15% 15% 20%
Adventure
10% 10% 10%
89
THE LANGUAGE CHALLENGE IN GERMANY AND FRANCE REQUIRES STRONG PARTNERSHIPS
WITH KEY AGENTS AND OPERATORS.
S E G M E N T E D B U D G E T S – F R A N C E A N D G E R M A N Y: O F F L I N E
Segment Objective
• Both the Germany and France markets have a degree of historical familiarity Awareness and Branding
2023
20%
2024
20%
2025
20%
with the destination but also require access to content in their languages Co-op Marketing with International Trade 25% 25% 25%
and trust in travel information and bookings, requiring strong partnerships Mature Safari Traveller Co-op Marketing with Local Trade 5% 5% 5%
with key agents, and operators both for co-op marketing and a supported PR and Market Development 10% 10% 10%
hosted buyer program combined with native content on local language Awareness and Branding 10% 10% 5%
media platforms. Co-op Marketing with International Trade 25% 25% 25%
Adventure
10% 10% 10%
90
THERE IS A GREATER DIVERSITY OF SEGMENTATION ACROSS THE REST OF EUROPE REQUIRING
COORDINATION WITH TRADE TO SUPPORT INVESTMENT INTO THESE MARKETS.
SEGMENTED BUDGETS – REST OF EUROPE: OFFLINE
Segment Objective
• The greater diversity of segmentation across the rest of Europe requires Awareness and Branding
2023
20%
2024
20%
2025
20%
work with the trade to support identification of and investment into these Co-op Marketing with International Trade 25% 25% 25%
markets, including partnerships with proven agents, and operators (Some of Mature Safari Traveller Co-op Marketing with Local Trade 5% 5% 10%
whom are active in multiple European markets) both for co-op marketing PR and Market Development 10% 10% 10%
and supported hosted buyer programs. Awareness and Branding 10% 10% 5%
• The reported increase of millennial Adventure and Cultural Travellers from Co-op Marketing with International Trade 25% 25% 25%
Europe justifies investment into content marketing, particularly hosted Trade Support and Market Development 15% 15% 20%
media, for appropriate publications and broadcast. PR and Market Development

15%
5%
15%
5%
15%
5%
• European Trade shows have traditionally been focused on ITB and FITUR but Media Partnerships 20% 20% 15%
in the post-pandemic environment supporting roadshows for the trade to Cultural Traveller Co-op Marketing with Local Trade 10% 10% 15%
small sales events throughout Europe may be advisable. 15% 15% 20%
Adventure
10% 10% 10%
91
THE REGIONAL MARKET IS MORE DOMINATED BY FAMILY, CULTURAL, AND ADVENTURE
TRAVEL.
SEGMENTED BUDGETS – SOUTH AFRICA AND REGIONAL: OFFLINE
Segment Objective
• This market has proven to be less safari-focused and dominated by Family, Awareness and Branding
2023
15%
2024
15%
2025
15%
Cultural, and Adventure travel, especially to Victoria Falls. Co-op Marketing with International Trade 20% 20% 20%
Mature Safari Traveller Co-op Marketing with Local Trade 20% 20% 20%
• The emergent affluent African traveller relies heavily on contained ‘all- Trade Support and Market Development 10% 10% 10%
inclusive packaging’ and while they have strong trust and loyalty in agents PR and Market Development 10% 10% 10%
and operators within their markets, but may be more likely to use local Awareness and Branding
Media Partnerships
15%
25%
15%
25%
15%
25%
Zimbabwean operators than some international markets. 20% 20% 20%
• Print advertising in popular family and lifestyle publications and broadcast Trade Support and Market Development 10% 10% 10%
media is an important focus. Trade Shows Attendance 0% 0% 0%
• INDABA, the WTM Africa Travel week and regional events will be useful for Co-op Marketing with International Trade 20% 20% 20%
market and business development. Cultural Traveller Co-op Marketing with Local Trade 20% 20% 20%
Adventure
10% 10% 10%
92
AUSTRALIA AND NEW ZEALAND SHOW SIGNS OF SLOWLY EMERGING FROM PANDEMIC
RESTRICTIONS THOUGH TRUST WILL NEED TO BE RESTORED.
SEGMENTED BUDGETS – AUSTRALIA AND NEW ZEALAND: OFFLINE
Segment Objective
• Having been effectively cut off from international travel for two years due to Awareness and Branding
2023
20%
2024
20%
2025
20%
the COVID-19 pandemic and resulting travel restrictions and border Co-op Marketing with International Trade 25% 25% 25%
closures, these markets require strategic ‘reconnection’ with the destination Mature Safari Traveller Co-op Marketing with Local Trade 5% 5% 5%
through awareness raising and media engagement. PR and Market Development 10% 10% 10%
• The increasing popularity of digital marketing over traditional media is Awareness and Branding
Media Partnerships
10%
20%
10%
20%
5%
5%
represented in a decreased allocation to offline media. 25% 25% 25%
• Trust in travel needs to be regained, and there will likely be a stronger Trade Support and Market Development 15% 15% 20%
reliance on agents and operators within these markets who will be key Trade Shows Attendance 5% 5% 5%
partners for co-operative marketing and hosted buyer programs. Media Partnerships 20% 20% 15%
• Roadshows and sales meetings will likely be more effective than trade shows Cultural Traveller Co-op Marketing with Local Trade 10% 10% 15%
which are less popular in these markets and may struggle to return post PR and Market Development 15% 15% 15%
pandemic. Awareness and Branding 10% 10% 10%
Adventure
10% 10% 10%
93
THE PANDEMIC HAS CONSIDERABLY REDRAWN THE TRAVEL LANDSCAPE FOR EMERGING
MARKETS.
SEGMENTED BUDGETS – EMERGING: OFFLINE
Segment Objective
• The business landscape of emerging markets has changed significantly Awareness and Branding
2023
20%
2024
20%
2025
20%
following the COVID-19 pandemic, and markets that showed promise pre- Co-op Marketing with International Trade 25% 25% 25%
pandemic may be less likely to return to growth (as previously noted this is Mature Safari Traveller Co-op Marketing with Local Trade 5% 5% 10%
particularly true for China). These markets will need to be re-defined by PR and Market Development 10% 10% 10%
working with the industry and by creating tactical campaigns in these Awareness and Branding 10% 10% 5%
markets with clearly measured and defined results. The increasing Co-op Marketing with International Trade 25% 25% 25%
popularity of digital marketing over traditional media is represented in a Family Traveller Co-op Marketing with Local Trade
5% 5% 25%
15% 15% 20%
decreased allocation to offline media. PR and Market Development 15% 15% 15%
• Due to the extremely restrictive protocols used in Asia during the pandemic, Awareness and Branding
Media Partnerships
10%
20%
10%
20%
5%
15%
trust in travel needs to be regained, and there will likely be a stronger 25% 25% 25%
reliance on agents and operators within these markets who will be key Trade Support and Market Development 15% 15% 20%
partners for co-operative marketing and hosted buyer programs. Trade Shows Attendance 5% 5% 5%
• As per Australia and New Zealand, roadshows and sales meetings will likely Media Partnerships
30% 30% 30%
15% 15% 15%
be more effective than trade shows which are less popular in these markets Adventure
10% 10% 10%
and may struggle to return post pandemic.
94
DOMESTIC TRAVEL CAN BE ENHANCED BY PACKAGING COOPERATIVE MARKETING WITH
LOCAL OPERATORS TO EXPAND BEYOND FAMILY TRAVEL WITHIN REACH OF HARARE.
SEGMENTED BUDGETS – DOMESTIC: OFFLINE
• The domestic market is predominantly driven by Family travel to Segment Objective

2023 2024 2025
destinations within reach of Harare.
• This can be expanded through improved packaging and cooperative
marketing with local operators as seen in other African destinations such as Media Partnerships 20% 20% 20%
the Sho’t Left campaign in South Africa or the ‘Tembea Kenya’ campaign. Co-op Marketing with Local
30% 30% 30%
Trade
Family Traveller
Arranging FAM trips and hosted buyer programs for local agents and
Trade Support and Market
operators will increase the diversity of domestic itineraries. Zimbabwe’s own Development
10% 10% 10%
“ZimBho” campaign has already initiated this effort.

• Use of media targeting younger Zimbabwean travellers, couples and groups
of friends with independent and adventure travel options is important for
developing a culture of social travel and consideration of competitive Media Partnerships 20% 20% 20%
domestic options to international travel. Co-op Marketing with Local

30% 30% 30%
Adventure Trade
Traveller
Trade Support and Market
20% 20% 20%
Development
95
PART 2: DIGITAL
MARKETING
96
AS WITH OFFLINE MARKETING, EACH SEGMENT IS ADDITIONALLY DIVIDED BY THE KINDS OF
DIGITAL MARKETING MOST SUCCESSFUL FOR EACH SEGMENT.
D I G I TA L M A R K E T I N G D E F I N I T O N S
• Similar to the offline marketing breakdown, each segment is additionally • Co-Operative Marketing with the Trade refers to digital campaigns, both
broken down into the type of digital media / marketing that is most social media and web-based, designed and implemented in collaboration
successful per each segment of the market, and thus requires investment with international and local online travel agencies (OTAs) and travel
and allocated budget. platforms. This success is measured through the number of total page views,
• Awareness and Branding refers to programs such as online display valued conversion click-through rates, and traffic to landing pages.
advertisements and search-engine optimization and search-engine • Individual Operator Marketing: Recent trends suggest that individual
management for the destination. The success of this objective is measures operators are a crucial component of digital marketing efforts.
through the number of impressions generated online, google ranking for • Direct Consumer Marketing refers to social media advertising which reaches
keywords associated with the destination, and the click-through rate for directly to the market and potential consumers via targeted content
search-engine landing pages. promoted in defined, created and acquired audiences. This is tracked
• Media Partnerships includes generating online channel and content through reach, engagement, overall conversion, and tracked UTM links.
partnerships and providing strategic selection and support to influencers to • In-Destination Marketing includes marketing activities conducted through
promote the destination. This is tracked through reach, engagement rates, mobile marketing, which a traveler can access while in-destination. This is
tracked online calls-to-action direct to landing pages, tracked UTM links, and measured through mobile-based calls-to-action, and the amount of
EMVS of placement. downloads / access to PWAs.
97
CONTENT MARKETING REPRESENTS 5% OF THE OVERALL DIGITAL ALLOCATION THROUGH
2025.
S E G M E N T E D B U D G E T S – A L L M A R K E T S : D I G I TA L

Segment Objective Programs and Activities KPIs
2023 2024 2025
Volume of content and

EMV of shared content.
Digital Content production and 5% 5% 5%
management
Content Marketing Views online
(Of overall digital (Of overall digital (Of overall digital
Social content aggregation by # allocation) allocation) allocation)
UTM links to content
Global platforms
Digital Platform Management Google Analytics

DMO Development 95% 95% 95%
Social and Web management Social Insights data
98
THE US MARKET IS HIGHLY DIGITALLY ACTIVE AND ONLINE BOOKINGS HAVE CONTINUED TO
SEE CONSTANT GROWTH.
S E G M E N T E D B U D G E T S – U S A N D C A N A D A : D I G I TA L
% of % of
• The US market is very digitally active with 90.8% of Americans using the Segment Objective
% of Budget
Budget Budget
2023
2024 2025
internet (307 Million users of which 276 Million are mobile users). This is
slanted to an extent against the aging population (29% of the population are Media Partnerships 40% 40% 40%
over the age of 55) but there is growing online use among Baby Boomers. Mature Safari Traveller Co-op Marketing with Trade 5% 5% 5%
Direct Consumer Marketing 10% 10% 10%
• Online bookings have continued to see constant growth but there remains a In Destination Marketing 5% 5% 5%
division between inspiration and research and bookings that is generational. Awareness and Branding 20% 20% 20%
The US safari market is dominated by boomers and retirees who may be
Family Traveller Co-op Marketing with Trade 20% 20% 20%
inspired by online content but are still more likely to book offline. Direct Consumer Marketing 30% 30% 30%
In Destination Marketing 10% 10% 10%
• Generation X, who are likely Family and Cultural Travellers are increasingly Awareness and Branding 20% 20% 20%
‘millennial aligned’, gravitating towards both online content and purchases. Media Partnerships 20% 20% 20%
Cultural Traveller Co-op Marketing with Trade 20% 20% 20%
• Social media is extremely powerful (72% of online users) and is the likely Direct Consumer Marketing 30% 30% 30%
most effective way of reaching and driving referred conversions to Millennial In Destination Marketing 10% 10% 10%
travellers, in particular Instagram. They are likely to represent the majority of
Adventure Travellers and a growing number of Cultural Travellers. They are Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
also more likely to use their mobile devices to access information. Direct Consumer Marketing 40% 40% 40%
99
THE UK IS AS DIGITALLY CONNECTED AS THE USA BUT WITH GREATER FAMILIARITY WITH
ZIMBABWE AS A DESTINATION.
S E G M E N T E D B U D G E T S – U K : D I G I TA L
% of % of
• The UK is as connected as the US (92% connected) and 77% of the Segment Objective
% of Budget
Budget Budget
2023
2024 2025
population actively using social media.
• Usage is again age defined (99% of adults aged 17-44 are online), but only Media Partnerships 40% 40% 40%
Mature Safari Traveller Co-op Marketing with Trade 5% 5% 5%
54% over the age of 74.
• However, given the higher usage levels of social media and the younger age In Destination Marketing 5% 5% 5%
of UK travellers reported by the research interviews (particularly the
increase in family travel and millennial couples) combined with greater Family Traveller Co-op Marketing with Trade 20% 20% 20%
familiarity with the destination a progressively increased investment into Direct Consumer Marketing 30% 35% 35%
social media content and marketing is justified. Awareness and Branding 20% 15% 15%
Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
100
FRANCE AND GERMANY ARE DEFINED BY LANGUAGE AND COUNTRY-SPECIFIC CONTENT,
WITH FRANCE RESTRICTING NON-FRENCH DIGITAL CONTENT.
S E G M E N T E D B U D G E T S – F R A N C E A N D G E R M A N Y: D I G I TA L
% of % of
• France has 91% internet penetration with mobile access at almost 99% of Segment Objective
% of Budget
Budget Budget
2023
2024 2025
users. Social media use is at 75% of the online population, heavily slanted
towards younger users (due to the abundance of English language content). Media Partnerships 40% 40% 40%
Co-op Marketing with Trade
• France is one of the few countries on earth that regulated language content Mature Safari Traveller 30% 30% 30%
on the internet, with non-French content restricted. While this has shifted, In Destination Marketing 10% 10% 10%
there is still a heavy focus on French content and preference for French Awareness and Branding 10% 10% 10%
content among the older population. Online travel is growing, although pre-
pandemic was still only approaching 50% of sales. Direct Consumer Marketing 20% 20% 20%
• Germany has 94% internet penetration 78% of whom are social media users. Awareness and Branding 10% 10% 10%
Consistent growth of online sales has made Germany one of the largest Media Partnerships 30% 30% 30%
online booking shares in Europe (growing at 4% annually pre-pandemic). The
German population was a slow adopter of e-commerce and sales, but this is In Destination Marketing 10% 10% 10%
changing rapidly. The market is still driven heavily by German-specific Awareness and Branding 10% 10% 10%
content and channels, with TUI opening blockchain access to improve Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
connection to local agents, but also investing heavily into social media Direct Consumer Marketing 30% 30% 30%
marketing to expand into younger markets. In Destination Marketing 10% 10% 10%
101
EUROPE HAS SEEN AN INCREASE IN MILLENNIAL FIT TRAVELLERS WHICH JUSTIFIES GREATER
INVESTMENT INTO DIGITAL CONTENT PARTNERSHIPS AND SOCIAL MEDIA MARKETING.
S E G M E N T E D B U D G E T S – R E S T O F E U R O P E : D I G I TA L
% of % of
• As noted, the diversity of source markets from across Europe, particularly Segment Objective
% of Budget
Budget Budget
2023
2024 2025
those emerging from the pandemic requires careful and strategic selection.
Individual markets should be assessed by their internet penetration and Media Partnerships 40% 40% 40%
social media usage: Mature Safari Traveller Co-op Marketing with Trade 30% 30% 30%
(https://datareportal.com/reports/?tag=Western+Europe).
• The reported increase of Millennial FIT from Europe justifies investment into Awareness and Branding 10% 5% 5%
digital content partnerships and social media marketing.
• Digital is an excellent means of carrying out tactical assessment of markets, Direct Consumer Marketing 20% 25% 25%
via an initial low investment into shared and promoted content used for Awareness and Branding 10% 5% 5%
tactical research and A/B testing of content to measure engagement, and Media Partnerships 30% 30% 30%
then progressively invest into increased conversion-driven spend.
Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
102
DIGITAL MARKETING IN SOUTHERN AFRICA IS CHALLENGED BY LOWER INTERNET
PENETRATION, WITH SOCIAL MEDIA USAGE HIGHEST IN NIGERIA AND SOUTH AFRICA.
S E G M E N T E D B U D G E T S – S O U T H A F R I C A A N D R E G I O N A L : D I G I TA L
% of % of
• Internet penetration in Southern Africa is lower than in the West. In South Segment Objective
% of Budget
Budget Budget
2023
2024 2025
Africa 60% of the population are online (of which 67% are mobile users).
However, as in much of Africa use of mobile applications and digital services Media Partnerships 20% 20% 20%
have become habitual. Mature Safari Traveller Co-op Marketing with Trade 40% 40% 40%
• The emerging African affluent market as identified the trade interviews are In Destination Marketing 10% 10% 10%
strong mobile users, but limitations of e-commerce services and access to Awareness and Branding 10% 5% 5%
global distribution channels there is heavily reliance on both local agents
and direct contact with suppliers. Direct Consumer Marketing 20% 25% 25%
• Social media use is very high, and South Africa has the second highest usage Awareness and Branding 10% 10% 10%
(after Nigeria) at 41% of online users active on social media platforms. Media Partnerships 20% 20% 20%
• This justifies investment into region-specific digital content and cooperative Direct Consumer Marketing 40% 40% 40%
online marketing. In Destination Marketing 10% 10% 10%
• The heavy use of mobile devices will mean that these travellers are likely to Media Partnerships 20% 20% 20%
Adventure Co-op Marketing with Trade
respond to in-destination marketing as they search for local information and Traveller
40% 40% 40%
businesses. This will be fortified by regional data and roaming agreements. In Destination Marketing 10% 10% 10%
103
AUSTRALIA AND NEW ZEALAND ARE HIGHLY CONNECTED WHICH COULD REPRESENT AN
OPPORTUNITY TO DRIVE RECOVERY AND GROWTH FOR THESE MARKETS.
S E G M E N T E D B U D G E T S – A U S T R A L I A A N D N E W Z E A L A N D : D I G I TA L
% of % of
• Both Australia and New Zealand represent one of the most connected Segment Objective
% of Budget
Budget Budget
2023
2024 2025
populations on the planet. 99% of Australians and 94% of New Zealanders
are connected to the internet. Media Partnerships 40% 40% 40%
Co-op Marketing with Trade
• Both are extremely active on Social Media. 83% of online Australians and Mature Safari Traveller 5% 5% 5%
82% of online New Zealanders are active on Social Media. The popularity of In Destination Marketing 5% 5% 5%
Facebook shows a broad generational use of social media. 66% of the Awareness and Branding 20% 15% 15%
Australian population between 16 and 64 have active Facebook accounts.
• Digital marketing in Australia experienced extraordinary growth during the Direct Consumer Marketing 30% 35% 35%
pandemic with 60% growth 2020-21 (iab Australia). The increasing rate of Awareness and Branding 20% 15% 15%
millennial FIT travel justifies an increase in direct consumer social media Media Partnerships 20% 20% 20%
marketing.
• However, at a broader level, online travel bookings in the region are very In Destination Marketing 10% 10% 10%
common for domestic and Asian regional travel, but longer haul travel
especially by older travellers will be more likely to involve local agents as Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
trust is regained as they emerge from pandemic travel restrictions. Direct Consumer Marketing 40% 40% 40%
104
ASSESSMENTS OF EMERGING MARKETS ARE ENABLED BY DIGITAL MEANS AND
SHOULD BE ASSESSED BY THEIR INTERNET PENETRATION AND SOCIAL MEDIA USAGE.
S E G M E N T E D B U D G E T S – E M E R G I N G : D I G I TA L
% of % of
• As noted, the diversity of source markets previously considered ‘emerging’, Segment Objective
% of Budget
Budget Budget
2023
2024 2025
particularly those emerging from the pandemic requires careful and
strategic selection. Individual markets should be assessed by their internet Media Partnerships 40% 40% 40%
penetration and social media usage, although accurate data on internet Mature Safari Traveller Co-op Marketing with Trade 30% 30% 30%
usage can be hard to access for some countries in Asia.
• Digital is an excellent means of carrying out tactical assessment of markets, Awareness and Branding 10% 5% 5%
via an initial low investment into shared and promoted content used for
tactical research and A/B testing of content to measure engagement, and Direct Consumer Marketing 20% 25% 25%
then progressively invest into increased conversion-driven spend. In Destination Marketing 10% 10% 10%
• Digital marketing to the Chinese market requires heavy investment into Media Partnerships 30% 30% 30%
China-specific platforms (such as Weibo and Wechat) due to the restriction
of social media platforms and search engines. With the current ongoing In Destination Marketing 10% 10% 10%
‘zero COVID’ policies and restrictions on Chinese travel, and projected Awareness and Branding 10% 10% 10%
mandated promotion of domestic travel, investment into digital marketing in Adventure Co-op Marketing with Trade 20% 20% 20%
Traveller
China is highly questionable. Direct Consumer Marketing 30% 30% 30%
105
DOMESTIC INTERNET PENETRATION IS VERY LOW AND TENDS TO BE LINKED TO INCOME
AND THEREFORE MEANS AND PROPENSITY TO TRAVEL.
S E G M E N T E D B U D G E T S – D O M E S T I C : D I G I TA L
• Local internet penetration is low at 33% of the population, and there are % of Budget % of Budget % of Budget
Segment Objective
2023 2024 2025
challenges when it comes to relatively low connectivity and high costs. Only
8.7% of the population are social media users.
• However, access to the internet and social media is also linked to income
and affluence and thereby ability and propensity to travel.
• Awareness at a search level combined with social media advertising that can Family Traveller Co-op Marketing with Trade 10% 10% 10%
lead to access to reliable information and access to products and business is Direct Consumer Marketing 20% 20% 20%
essential.
• Digital support of domestic travel campaigns and platforms (such as the
South African or Kenyan approach) will build and expand this market.
Adventure
Co-op Marketing with Trade 10% 10% 10%
Traveller
106
APPENDIX
107
INTERVIEWS WITH KEY STAKEHOLDERS IN ZIMBABWE WERE UNDERTAKEN
TO ADD DIRECT INSIGHTS FROM OPERATORS AND THE MARKET.
S TA K E H O L D E R E N G A G E M E N T M E T H O D O L O G Y
NAME ORGANIZATION BASED IN
Jim Brown YoAfrica Zimbabwe – Victoria Falls
Sarudzai Muza Airports Company Zimbabwe Zimbabwe – Harare
METHODOLOGY NOTE
Farai Chimba Victoria Falls Hotel Zimbabwe – Victoria Falls
Lovemore Machipisa Africa Travel Vic Falls Zimbabwe – Victoria Falls
• 19 Stakeholders were interviewed so far with insights
Batonka Guest Lodge and Pioneers
Bruno De Leo Zimbabwe – Victoria Falls integrated in the core reporting across the subsections.
Zimbabwe
• A standard discussion guide was developed with 11
Roland Verwerk Boundless Southern Africa South Africa
questions around trends in the tourism market for
Illana Clayton Travel Smart Crew South Africa
Zimbabwe, key segments and channels, challenges and
Hilton Walker Great Plains South Africa opportunities, and insights on developing Zimbabwe as a
Robin Mcleod TA Safaris South Africa standalone destination.
Shelley Cox We Are Victoria Falls Zimbabwe – Victoria Falls
• A separate questionnaire among SATSA members
Wengai Nhau Tourism Business Council of Zimbabwe Zimbabwe – Harare following the same broad themes was also developed.
Audrey Bvirimbi Hilton Transfers Zimbabwe – Harare

• These interviews were undertaken via direct one-on-one
calls.
Innocent Kufa Rainbow Towers Zimbabwe – Harare
Tinashe Munjoma Miekles Hotel Zimbabwe – Harare
Tintotenda Kwesha Amanzi Lodge Zimbabwe – Harare
Sarah Wild York Lodge Zimbabwe – Harare
Janet Tsoka Traverze Travel and Tours Zimbabwe – Harare
Loreen Munaku Lilly Trotter Zimbabwe – Kariba
Pious Tshuma Recency Hotels Zimbabwe – Masvingo
108
IMPACT OF COVID-19
Qualitative desk research assessment of the impact of
COVID-19 on tourism at the global, domestic, and local level
109
COVID-19 IS PROVING TO BE THE MOST SIGNIFICANT THREAT TO THE VIABILITY OF THE
TRAVEL AND TOURISM INDUSTRY ACROSS THE WORLD.
G L O B A L I M PA C T O F C O V I D - 1 9
• COVID-19 is likely to be deemed the most abrupt shock to the global economy • Global tourism may not return to 2019 levels quickly (e.g., Tourism Economics,
and society in modern history. a division of Oxford Economics suggests a return to 2019 tourism levels by
• The global travel and tourism industry is profoundly impacted and will face a 2025, under certain conditions), and while tourism may recover, albeit in an
real risk to near-term survival of many tourism operators and a significant altered form, destinations needs to develop strategies and action plans with a
disruption to communities, SMEs, trade channels and destinations. focus on resilience as a competitive advantage and as much downside
management of risk as a first priority in order to hit the ground running once
• While continued action and vigilance will be required to control further
the pre-conditions for resumption of tourism, such as societal and travel
spread of the virus, urgent action is also required to protect the livelihoods of
restrictions are gradually lifted, are met.
the millions of individuals and businesses impacted.
• Whatever the specifics of the new normal, the tourism sector will be a very
• While most developed countries are on the tail-end of the pandemic and
different in going forward from what it was in 2019.
vaccine rollouts are proceeding fairly rapidly, the crisis is far from over and,
even once the threat of the virus itself has been significantly diminished, the • An across-the-board deterioration of tourism is not the full story, and a more
road to recovery for many sectors, especially tourism, will be a long one. granular analysis predicts growth in certain specific subsectors and clusters
that are able to accommodate the demands of a pandemic environment.
Sources: UNWTO; Twenty31 Consulting Inc.
110
WHILE EUROPE AND THE AMERICAS HAVE SHOWN THE STRONGEST RECENT RESULTS IN
TERMS OF TOURISM RECOVERY, AFRICA REMAINS ONE OF THE HARDEST HIT REGIONS.
International Tourist Arrivals, 2021

KEY IMPLICATIONS
• Europe and the Americas recorded the strongest results

in 2021 compared to 2020 (+19% and +17% respectively),
but still both 63% below pre-pandemic levels.
• By comparison, Africa saw a 12% increase in arrivals in
2021 compared to 2020, though this is still 74% below
2019.
• By subregion, the Caribbean saw the best performance
(+63% above 2020, though 37% below 2019), with some
destinations coming close to, or exceeding pre-pandemic
levels.
• Southern Mediterranean Europe (+57%) and Central
America (+54%) also enjoyed a significant rebound but
remain 54% and 56% down on 2019 levels, respectively.
North America (+17%) and Central Eastern Europe
(+18%) also climbed above 2020 levels.
• In the Middle East arrivals declined 24% compared to
2020 and 79% over 2019.
Source: UNWTO
111
WHILE RECOVERY IS MOVING AHEAD, IT WILL TAKE SOME TIME FOR GLOBAL TOURISM TO
RETURN TO PRE-PANDEMIC LEVELS AND RECOVERY WILL TAKE TIME AS A RESULT.
International Tourist Arrivals and Tourist Receipts 2000-2021

KEY IMPLICATIONS
• International tourism experienced a 4% increase in 2021,

15 million more international tourist arrivals (overnight
visitors) compared to 2020 (415 million versus 400
million).
• However, international arrivals were still 72% below the
pre-pandemic year of 2019, according to preliminary
estimates. This follows on from 2020, the worst year on
record for tourism, when international arrivals decreased
by 73%.
• The uplift in demand was driven by increased traveller
confidence amid rapid progress on vaccinations and the
easing of entry restrictions in many destinations.
• International tourism rebounded moderately during the
second half of 2021, with international arrivals down 62%
in both the third and fourth quarters compared to pre-
pandemic levels. According to limited data, international
arrivals in December were 65% below 2019 levels.
Source: UNWTO
112
EMERGING ECONOMIES, INCLUDING THOSE IN THE SADC REGION, ARE AMONG THE
HARDEST HIT AND EFFECTIVE TOURISM RECOVERY STRATEGIES WILL BE CRITICAL.
R E G I O N A L ( S A D C ) I M PA C T O F C O V I D - 1 9
• The World Bank predicted that destinations with emerging and developing • The economic and social disruption caused by the pandemic has been
economies would be among the hardest hit. devastating tens of millions of people are at risk of falling into extreme
• However, Southern Africa is projected to grow 2.4% in 2022, according to the poverty, while the number of undernourished people, estimated at nearly 690
African Development Bank’s Southern Africa Economic Outlook. million at the end of 2019, rose to 820 million people, just one year later.
• The SADC has a clear mandate to drive the recovery of the regional tourism • Like all of the region, Zimbabwe’s tourism sector was badly impacted by the
industry, in partnership with governments and the private sector. pandemic and resultant economic shock.
• According to the World Health Organization (WHO) the COVID-19 pandemic • The tourism activity gradually started attaining normalcy in 2021 but the
has led to a dramatic loss of human life worldwide and presents an concerns arising from the infections due to the latest variant of the virus,
unprecedented challenge to public health, food systems and the world of Omicron, has led to stringent measures like 100% quarantine for all arrivals at
work. all borders in Zimbabwe.
• However, the region has several advantages to leverage as global tourism
recovers. The region hosts vast flora and fauna, including the big five wildlife,
two of the Seven Wonders of the World and is a key player in the global
tourism sector, particularly from a nature tourism perspective.
Source: UNWTO; African Bank
113
CONSUMER TRAVEL TRENDS
Secondary and primary analysis of current key consumer
travel trends driving the evolution of the global travel and
tourism market
114
DESPITE ITS CATASTROPHIC IMPACT, THE CHANGING POST-PANDEMIC ENVIRONMENT ALSO
PRESENTS NEW OPPORTUNITIES FOR DESTINATIONS.
C O N S U M E R T R E N D S E M E R G I N G F R O M T H E PA N D E M I C
• While in the short-term the primary imperative for most sectors is to find the • Destinations regarded as having highly robust and credible hygiene measures
best and most flexible policy solutions to survive the pandemic intact, looking in place will have a distinct competitive advantage in the new normal, with
ahead, the post-COVID world presents opportunities to learn from the crisis as some destinations like Dubai showing early reputational successes in this
well as play an active role in defining the new business landscape. regard.
• For example, experts foresee growing demand for open-air and nature-based • Digitalization of tourism services is also expected to continue to accelerate,
tourism activities, with domestic tourism and ‘slow travel’ experiences (an with higher use of automation, contactless payments and services, virtual
approach to travel that emphasizes connection to local people, cultures, food experiences, and real-time information provision across the value chain.
and music). • Travellers are also likely to prefer ‘private solutions’, avoiding big gatherings or
• Destinations seeking to differentiate in the new normal will need to consider mass accommodation, and prioritizing private means of transport.
the longer-term picture, while pursuing opportunities around digitalisation, • Thus, ‘road trip tourism’ is seen as a growth area, particularly in destinations
supporting a transition away from carbon-intensive practices, and promoting with a large and varied land-mass and borders with neighbouring source
interventions to build a more sustainable and resilient global tourism industry. markets such as Canada and the United States, and this trend may present
• Safety and hygiene have become key selection criteria for travellers when opportunities for Zimbabwe as it develops its sub-destinations and seeks to
planning a vacation. grow its regional tourism profile.
115
COVID-19 WILL DEFINE THE INCREASING IMPORTANCE OF SUSTAINABLE TOURISM AT THE
GLOBAL AND REGIONAL LEVEL.
C O N S U M E R T R AV E L T R E N D S – G R O W T H I N S U S TA I N A B L E T O U R I S M
• Prior to the pandemic, international tourist arrivals were increasing steadily • This is especially critical as the world is facing dramatic social, political,
year after year, with the World Tourism Organization (UNWTO) noting that by environmental and economic changes, particularly in relation to the
2031 there could be 2 billion tourists travelling around the world. potentially irreversible damage to our planet caused by climate change.
• Again, prior to the effects of COVID-19, the most recent Asia Pacific Visitor • This is particularly relevant for desert and water-deficient destinations, who
Forecasts, from the Pacific Asia Travel Association (PATA), predicted that will see the most severe impacts of climate change, but also have the greatest
international visitor arrivals into the region (i.e., Asia Pacific and the Middle potential for tourism to support community development and economic
East) would reach nearly 900 million by 2023, growing at an average annual growth.
growth rate of 5.5% over the 2018-2023 period. • Therefore, the future of tourism should not be defined only in terms of
• While those numbers are impressive, the travel and tourism industry must growth, particularly in relation to visitor arrival numbers.
always keep in mind that the issue of sustainable and responsible • The narrative needs to be changed and the industry should be focusing on
development must be addressed. capacity management.
• Especially in economic recovery, as travel and tourism becomes a greater • The industry needs to rethink the measure of success beyond arrival numbers
contributor to the economic well-being of each destination, plans for and start thinking of people, planet, and profit.
responsible development and sustaining those elements generating growth
must be taken into consideration.
Sources: Pacific Asia Travel Association (PATA)
116
AS DESTINATIONS SEEK HIGHER VALUE FORMS OF TOURISM, SUSTAINABILITY CONCERNS
WILL NEED TO BE INCORPORATED INTO THESE ENDEAVOURS.
C O N S U M E R T R AV E L T R E N D S – G R O W T H I N S U S TA I N A B L E T O U R I S M ( C O N T ’ D )
• Some destinations and destination management organizations have already • According to UNWTO, sustainable tourism should “maintain a high level of
become less concerned with growing visitor numbers and are instead placing tourist satisfaction and ensure a meaningful experience to the tourists, raising
a greater emphasis on higher yield and longer stays. their awareness about sustainability issues and promoting sustainable tourism
• Nevertheless, as destinations look to attract higher value forms of tourism, practices amongst them.”
new destinations and developing destinations, especially, must be careful to • This trend occurs alongside a series of related tourism trends such as a growth
ensure that travel remains inclusive, welcoming people from all walks of life, in solo travel, smaller groups, and “slow travel”.
while respecting a country’s people and traditions, and sustaining the culture • Slow travel is an approach to travel that emphasizes connection: to local
and heritage of the destination. people, cultures, food and music. It relies on the idea that a trip is meant to
• Sustainable tourism is becoming more and more important to tourists in educate and have an emotional impact, in the present moment and for the
choosing and interacting with their destination and no one wants to visit a future, while remaining sustainable for local communities and the
destination that has been robbed of its natural beauty, culture and heritage. environment.
• This implies a greater emphasis on cultural immersive tourism which is
identified as an area of potential growth for Zimbabwe beyond more
conventional adventure and safari offerings.
Source: UNWTO
117
SUSTAINABLE TOURISM WILL DIFFERENTIATE LEGACY VS. NEW, UNIQUE AND IN-DEMAND
DESTINATIONS AROUND THE WORLD.
C O N S U M E R T R AV E L T R E N D S – G R O W T H I N S U S TA I N A B L E T O U R I S M ( C O N T ’ D )
• To validate that the UNWTO definition of sustainable tourism was Sustainable Tourism:
representative of industry perspectives, Twenty31 asked several expert 1• TAKES A HOLISTIC APPROACH TO PLANNING AND DEVELOPMENT | It considers
and plans for the long-term wellbeing and sustainment of individuals,
tourism industry analysts drawn from the Twenty31 network what sustainable
businesses, cultural heritage, biodiversity, and environment.
tourism meant to them. Interviewees by and large offered definitions
2• PRIORITIZES THE LONG-TERM OVER THE SHORT-TERM | Organic, small-scale
consistent with that stated previously. growth in the short-term was considered inherently more sustainable in the
long-term.
• Common terms used to define sustainable tourism included ‘holistic’ and
‘inclusive’. 3• USES RESOURCES RESPONSIBLY | It recognizes that resources are limited and
minimizes consumption as much as possible, especially water and energy. It
• While these perspectives varied, several key themes emerged throughout also recognizes the importance of fair and equitable treatment of staff.
responses as to what sustainable tourism entails. 4• CONSIDERS TOURISM’S TRUE COSTS AND BENEFITS | It accounts for
externalities and minimizes any negative unintended side effects of tourism on
• According to Twenty31’s in-house research, there is a broad consensus on the both the environment, society and communities.
factors that constitute sustainable tourism, broken down into 6 key points.
5• ENGAGES AND INCLUDES ALL RELEVANT STAKEHOLDERS OF A HOST
COMMUNITY | It is planned and delivered by a range of people who have a
stake in the continued success of the local area, understand the community’s
needs and will make decisions in its best interest.
6• IS ROOTED TO PLACE | The culture, environment, and uniqueness of the host
community is deeply embedded into the tourism offering. Tourism adapts to
reflect these norms, rather than the other way around.
Sources: Twenty31 Reporting Inc.; UNWTO
118
NATURE-BASED TOURISM, INCORPORATING CULTURAL ELEMENTS WILL INCREASINGLY BE
IN-DEMAND BY DISCERNING, EDUCATED TRAVELLERS.
C O N S U M E R T R AV E L T R E N D S – G R O W T H I N N AT U R E - B A S E D T O U R I S M
• For the purposes of this research, Twenty31 defines nature-based tourism as • More highly educated tourists seek opportunities to discover and learn while
responsible travel to natural areas, which conserves the environment, they travel, often opting for interest-based experiences such as wildlife
protects cultural assets and improves the welfare of local people. It is tourism viewing, cultural exploration and celebrations, and guided tours. They are also
based on the natural and cultural attractions of an area. more likely than the average tourist to visit a protected natural area.
• Among interviews with sustainability experts, there was a general • Many interviewees associated the demand for authentic travel with the
acknowledgement that sustainability issues were rising on the global agenda. Millennial generation whom they widely claim have higher and more deeply
• Many acknowledged that today’s tourists are increasingly seeking alternative, held expectations related to sustainability.
more authentic travel experiences, an element that is widely considered to go • Some interviewees pointed out that these social impact expectations will
hand-in-hand with sustainability. become increasingly significant in the tourism industry as Millennials age and
• Recent research validates this perceived increase in demand for nature-based their purchasing power increases.
and authentic cultural travel experiences. • Of course, it remains to be seen whether these values and increased
• According to research by the World Tourism Organization and IUCN, global purchasing power will translate into a broader willingness to spend more of
levels of education are on the rise—a trend that is highly correlated with their disposable income on more customized sustainable tourism experiences
interest for outdoor recreation and cultural and nature-based tourism. that will often come with a higher price tag. However, as we shall see,
indications are promising.
Sources: UNWTO, IUCN
119
COVID-19 WILL SPEED THE TRANSITION TO HIGH-VALUE TOURISM FOR MANY
DESTINATIONS LOOKING FOR AN ALTERNATIVE TO THE MASS-TOURISM APPROACH.
C O N S U M E R T R A V E L T R E N D S – H I G H V A L U E T O U R I S M A S A LT E R N AT I V E T O M A S S T O U R I S M
• The concept of the High-Value Traveller (HVT) is one that is gaining increasing • HVTs are those who deliver more value to the destination than the average
attention as destinations around the world grapple with steep competition traveller, and are interested in the types of experiences the destination offers.
and the risks and impacts of tourism. It is important to note that this segment is not fixed; a host community’s HVTs
• Tourism Australia and Tourism New Zealand are two examples of destinations are determined by the overall strategy and/or marketing campaign goals of
that have shifted their strategies from volume-driven to value-driven models. the destination and may shift accordingly.
In this context, ‘value’ can be a difficult concept to define in a consistent way. • Recent market segmentation by GlobeScan characterizes an ‘Aspirational’
• In some cases, it may simply involve visitors spending more than average, consumer group mostly comprised of younger consumers.
though it would be simplistic to reduce it to this in all cases. • This segment is defined by their love of shopping, desire for responsible
• The crucial factor is the delivery of value to the destination, operators, the consumption, and their trust in brands to act in the best interest of society.
community, the natural environment, and the traveller themselves. • GlobeScan also notes that: “they are among the most likely to support
• In some cases, this may involve “high touch” travel, where people pay a lot for companies, destinations and brands that have a purpose of making a positive
exclusive experiences, but it need not be limited to this. A tour facilitated by a difference in society through their products, services, and operations”.
local resident can be an example of high value travel, and it need not be • Research suggests that 90% of Aspirational consumers say they are “willing to
expensive. But it is a bespoke experience where both the traveller and the pay more for products produced in a socially and environmentally responsible
guide derive direct benefit. way”.
120
NEW CONSUMER SEGMENTS ARE EMERGING THAT SHOW GREATER ENGAGEMENT WITH
HIGH VALUE AUTHENTIC EXPERIENCES.
.
W H O A R E T H E A S P I R AT I O N A L S ?
SUMMARY
A RECEPTIVE AND ENGAGED SEGMENT OF CONSUMERS, READY FOR PURPOSEFUL BRANDS
• Developed by GlobeScan, SustainAbility, and BBMG, The 2018
Aspirational Consumer Index is an in-depth survey of consumer
attitudes, motivations and behaviours relating to sustainable
consumption among participants across 21 international markets..
• Countries with the largest populations of Aspirational consumers
include Nigeria (58%), India (53%), South Africa (52%), Indonesia
(51%), Kenya (44%), and Brazil (42%). In developed markets,
countries with the largest Aspirational populations include Canada
(42%), the United Kingdom, (41%), Spain (37%), and the United
States (36%)
• The Aspirational consumer segment is likely to engage in high value
travel in the first place and consider the experience from a learning
and immersion perspective, as well as speak highly of it if the
destination meets that need.
• Additionally, Aspirationals represent a harmonious fusion of
materialism and social and environmental values and thus represent
potential brand ambassadors for immersive destinations with strong
regenerative and sustainable values which Zimbabwe is well-
positioned to leverage..
Source: GlobeScan Inc.
121
CONVERTING AWARENESS INTO ADVOCACY IS THE MOST CRUCIAL EFFORT IN GROWING A
BOLD DESTINATION BRAND AMONG VISITORS.
THE ROLE OF THE TRAVELLER
KEY IMPLICATIONS
• Newer sustainable and regenerative approaches to

AWARENESS TO ADVOCACY: AN APPROACH TO AMPLIFYING A DESTINATION BRAND tourism have a bold and confrontational tone which can
both challenge and excite consumers.
• One of the most crucial aspects to understand for
destination brands is that much of the progress in
building a destination brand at the level of the individual
traveller takes place after their trip.
• An inspiring travel experience can convert a previous
visitor into an advocate for the destination, through the
sharing of their experiences and memories.
Overall awareness of Positive or negative Curiosity about Likelihood to seriously Likelihood not only to
destination and/or affect towards destination and consider travelling to revisit the destination • Like any mission-focused paradigm, sustainable and
contextualization of a destination in a interest in building on the destination but to speak highly of regenerative tourism will be driven and embedded by
country/city as a general sense, is it a initial baseline beyond initial curiosity it to their network of advocacy and citizen activism, and this will ultimately be
potential tourist ‘good’ place to go? awareness and initiate the path family, friends,
destination to purchase colleagues, and spread by the consumer.
acquaintances
• This has also in some cases involved a shift in language
from “tourists”, “consumers”, or “travellers”, towards
“visitors” and creating a sense of “temporary localhood”.
122
REGENERATIVE TOURISM REPRESENTS A NEW PROACTIVE SYSTEMS APPROACH TO LONG-
TERM SUSTAINABLE TOURISM.
C O N S U M E R T R AV E L T R E N D S – E M E R G E N C E O F R E G E N E R AT I V E T O U R I S M
• Regenerative tourism could be seen as the latest stage in a gradual evolution • The integration of these distinct but overlapping systems is also key to what
of travel and tourism in the direction of ethics and non-harm. regenerative tourism represents in terms of the evolution of the sector.
• Earlier concepts like sustainable tourism focused on minimising harm which • Earlier iterations of ethical tourism models such as eco-tourism, sustainable
starts from the assumption that travel and tourism can only mitigate negative tourism, or indigenous tourism, either wholly or partly compartmentalised
impacts. the environment, culture, technology, and societies.
• Regenerative tourism, by contrast, seeks to maximise positive impacts. • Although many destinations have adopted what can be readily interpreted as
• Mitigation alone assumes an inexorable deterioration that can only be regenerative principles and strategies, as an approach, regenerative tourism
slowed and is ultimately insufficient to address problems such as climate is highly nascent with few destinations explicitly using the term or applying a
change, biodiversity loss, or societal inequalities. globally recognized methodology.
• Regenerative tourism, critically, takes the bold step to demand a net positive • As such, regenerative tourism is ripe for innovative leadership by destinations
impact by the sector. willing and able to make the appropriate strategic investments and provide a
blueprint for the sector globally as tourism emerges from the COVID-19
• Regeneration by definition describes processes or dynamics that renew or
pandemic into the new normal.
revitalize systems – whether natural systems, cultures, or communities.
Source: Earth Changers; Travel Weekly; NYT
123
THE FUNDAMENTAL DIFFERENCE BETWEEN REGENERATIVE AND SUSTAINABLE TOURISM IS
ROOTED IN TOURISM’S POSITIVE OR NEGATIVE IMPACT
H O W I M PA C T D E L I N E AT E S S U S TA I N A B L E T O U R I S M F R O M R E G E N E R AT I V E T O U R I S M
KEY IMPLICATIONS
SUSTAINABLE REGENERATIVE
TOURISM • The term “sustainable tourism” starts with premise that
TOURISM tourism is fundamentally harmful and that the best that
can be achieved on the part of destinations is to minimize
Mitigating Net Maximizing this harm.
Negative • Regenerative tourism takes the bold stance that tourism

Net Positive can leave a destination better off than it would be
Impact Impact otherwise, leveraging tourism income, traveller advocacy,
and community agency to create an improving and
regenerating tourism ecosystem.
Sustainable tourism attempts to minimize its • As such, previous approaches to sustainable tourism
impact on the environment and local culture so Impact is a change in an outcome caused by an based on low volume tourists flows need to apply to an
that it will be available for future generations, organization. An impact can be positive or effectively designed regenerative tourism framework.
while contributing to generate income, negative, intended or unintended – Impact
employment, and the conservation of local Management Project • Given that regenerative tourism harnesses the positive
ecosystems – UNWTO impact of tourism, it can employ high volume targets if
the potential of regenerative tourism is effectively
harnessed.
Sources: Impact Management Project, UNWTO
124
ZIMBABWE’S TOURISM
LANDSCAPE
Secondary analysis of Zimbabwe’s competitiveness as a
destination and key challenges
125
ZIMBABWE’S TOURISM LANDSCAPE.
SUMMARY

Zimbabwe jostles closely with its SADC peers on a range of destination competitiveness metrics. It scores • Zimbabwe's relative weakness on enabling environment should be addressed by
Close competition with
below South Africa, Zambia, Namibia, and Botswana on enabling environment; however, it leads Zambia on bolstering its performance as a business environment and its perceived safety and
SADC peers
infrastructure and policy and enabling conditions. security which drive its scores down in this area.
Relative strength in Zimbabwe is relatively well-regarded on natural and cultural resources, at 65th overall out of 114 • Zimbabwe’s strengths around its natural assets are a strength that can be better
natural & cultural destinations – this is driven by a high rank (44 overall) on natural resources, according to the 2019 Travel leveraged to foster improvements in other areas, particularly by improving access
resources and Tourism Competitiveness Index by the World Economic Forum. to these assets and mobilizing private sector investment.
• Greater sensitization on the role of tourism and greater investment in both

Price and public In terms of potential barriers to visiting Zimbabwe, prices and general public services (customs,
infrastructure and human resources in the public sector could alleviate some of
services as barriers administrative processes) are cited most frequently.
these barriers.
• Greater partnership and collaboration between the tourism sector and public
Guides, parks, and
The most highly rated services in Zimbabwe tend to be those related to its natural assets, specifically sector could help to bridge this gap.
safari offerings are
guides, parks, safaris, hotels, and lodges. • Additionally, this positive perception of its nature-based services should be a key
strengths
emphasis in its marketing.
126
ACCORDING THE WORLD ECONOMIC FORUM’S TRAVEL AND TOURISM COMPETITIVENESS
INDEX, AS OF 2019, ZIMBABWE RANKS 114TH OF 140 GLOBAL DESTINATIONS.
OVERALL COMPETITIVENESS PROFILE FOR ZIMBABWE
Key Indicators
Overall TTCI Rank 114/140 T&T industry GDP USD 422.4m
International tourist arrivals 2,423m T&T industry Share of GDP 2.4 KEY IMPLICATIONS
International tourism inbound receipts USD 149.2m T&T industry employment 22,000 jobs
• Zimbabwe ranks 114th out of 140 destinations included in
Average receipts per arrival USD 61.6 T&T industry employment % of Total 1.4% the TTCI 2019, just behind Zambia and ahead of Ghana,
Algeria, Venezuela, Eswatini, and Côte d'Ivoire.
• The destination scores a 3.2 out of a possible 7 as its
overall index score.
• It scores relatively well on price competitiveness, safety
and security, and prioritization of travel and tourism.
• Poorer-scoring metrics were around air transport
infrastructure, cultural resources, and business travel.
Source: WEF TTCI
127
IN SOUTHERN AFRICA, SOUTH AFRICA, NAMIBIA, AND BOTSWANA RANK HIGHEST WHILE
ZIMBABWE SHOWS MIDDLING PERFORMANCE AHEAD OF ESWATINI, LESOTHO, AND ANGOLA.
REGIONAL COMPETITIVENESS
KEY IMPLICATIONS
• At the regional level, Zimbabwe occupies a middle tier of

Southern African countries, ahead of Eswatini, Lesotho,
and Angola.
• While not the highest absolute score, Zimbabwe is in the
top 20% on natural resources, showing a relative
strength.
• Weaker performing indicators on the relative level are
business environment, health & hygiene, human
resources & labour market, ICT readiness, air transport
infrastructure, and ground & port infrastructure.
Source: WEF TTCI
128
VISITORS TO ZIMBABWE HEAVILY SKEW POSITIVE TOWARDS THE DESTINATION,
PARTICULARLY AFTER THEIR VISIT.
P O S I T I V I T Y T O WA R D S Z I M B A B W E A S A D E S T I N AT I O N
Distribution of visitors by positivity of perceptions, 2015/16 KEY IMPLICATIONS

180
160 • Visitors generally skew heavily towards positive

perceptions of Zimbabwe, and this is increased after their
140 visit (from 74% to 85%).
120 85 • About 70% of visitors who came in with a positive
perception departed the country with the same
100 perception.
80 • However, 3.4% of visitors came into the country with a
positive perception and went away with an indifferent or
60 negative perception.
40 74 • On a positive note, 15% of visitors came with an
indifferent or negative perception and left the country
20 1 7 with a positive perception.
7
10 15
0 1
Not stated Negative Indifferent Positive
Before the visit After the visit
129
IN TERMS OF FACILITIES AND SERVICES, GUIDES, SAFARIS, NATIONAL PARKS, AND HOTELS
ARE VERY REGARDED.
R AT I N G O F FA C I L I T I E S A N D S E R V I C E S , 2 0 1 5 / 1 6
Guides 60 38 21
Tours and safaris 58 40 10
National parks 56 41 31 KEY IMPLICATIONS
4/5 star hotels 52 44 31
Lodges 45 49 4 1 • Generally speaking, facilities that cater to safari travellers
(guides, parks, safari tours, and high-end hotels and
Meals in hotels 42 53 5 1
lodges) were very well regarded by travellers and
Car hire 39 55 5 1 unsurprisingly represent a considerable strength for
Hunting safaris 38 56 4 3 Zimbabwe in terms of facilities and services.
Tents and camping sites 36 56 5 3 • However, facilities relating to general transport and
Immigration 31 63 4 2 communications infrastructure (taxis,
Other hotels 29 64 6 1 telecommunications, and roads) as well as public services
Airports 27 61 10 2.4 (customs, police) come in for greater scrutiny.
Meal outside hotels 25 70 4 1
Customs 23 68 6 4
Taxis 16 69 10 4
Telecommunications 14 66 16 5
Police 12 63 12 13
Roads 7 50 27 16
Very good Good Poor Very poor
130
TRANSPORT SERVICES REPRESENT THE MOST SIGNIFICANT SINGLE COST TO TOURISTS,
SPREAD ACROSS BOTH INBOUND AND DOMESTIC TOURISTS.
EXPENDITURE ON TOURISM PRODUCTS AND SERVICES, 2018
Total % Internal Tourism Expenditure on Products and Services, 2018 KEY IMPLICATIONS
23.4
• Transport represented the greatest single expense for
21.7
visitors according to the 2018 TSA.
• Transport is the only item on which the expenditure
incurred is significant between both domestic and
inbound tourists.
14.6 • Food and beverage was a close second followed by
accommodation.
• Of the total expenditure incurred on accommodation
services, 92.6 percent is on account of inbound tourism.
Besides, “Sports and recreational activities”, and “Arts
7.1
and crafts” are also almost entirely consumed by inbound
tourists.
• Health-related expenditure is found to be entirely
2.2 2.0
1.3 1.2 incurred by domestic tourists.
Transport Food & beverage Accommodation Sport & Arts & crafts Hunting Tour agencies Health
recreational
Source: TSA, 2018
131
ZIMBABWE CONNECTIVITY AND
CAPACITY ANALYSIS
Analysis of transport connectivity and access to Zimbabwe
132
ZIMBABWE CONNECTIVITY AND CAPACITY ANALYSIS.
SUMMARY

The National Development Strategy emphasizes two broad improvement streams:
1. To have a reliable safe world-class air transport infrastructure and services including targets for
Calls for improvements increasing air cargo handling capacity and passenger traffic four-fold by 2025 according to the National • Both air transport and civil aviation infrastructure contribute to a challenge for
in air transport and civil Development Strategy 1 (NDS-1) (2021-2025). Zimbabwe as a tourist destination, but also an opportune area of improvement as
aviation infrastructure 2. Calls for improvements in civil aviation infrastructure (rehabilitation, upgrading, maintenance and Zimbabwe broadens its tourism offerings and markets.
expansion). This includes air traffic control and safety equipment, communication equipment, and other
airport handling equipment and facilities.
• A strong domestic air service, providing sufficient capacity to the main attractions
of the country, and with the possibility of buying tickets from outside is a key
Challenge of domestic Air Zimbabwe suffers from its inability to sell tickets outside of Zimbabwe. For tourism purposes, the only
enabler for the development of tourism in Zimbabwe.
connectivity company that can sell tickets outside of Zimbabwe for tourists interested in domestic routes is Fastjet.
• Allowing tourism routes throughout the country, would in turn increase the
number of days spent in the country, as well as tourist spending.
• Victoria Falls is at the center of the KAZA region and can be regarded as the ideal air
gateway into the KAZA region since it can receive a larger class of wide-body
aircraft.
Victoria Falls’ centrality Victoria Falls as centrally located in the KAZA region which includes 2 World Heritage Sites, 36 national
within KAZA region parks, and 60% of the remaining world elephant population.
• With the growth in nature-based tourism and authentic experiences globally, KAZA
represents the single greatest opportunity for Victoria Falls to develop itself as not
just a major tourism hub for Zimbabwe, but for nature tourism in the whole region.
133
THE NATIONAL DEVELOPMENT STRATEGY FOCUSES ON CALLS FOR IMPROVEMENT AS WELL
AS HAVING A RELIABLE AND SAFE WORLD-CLASS AIR TRANSPORT INFRASTRUCTURE.
ZIMBABWE AIR TRANSPORT – GOVERNMENT POLICY
• Currently, the Government does not have a dedicated policy document for the 1. To have a reliable safe world-class air transport infrastructure and
aviation sector. Rather, government policy objectives are set out in higher- services. Includes targets for increasing air cargo handling capacity as
well as increasing passenger traffic four-fold by 2025.
level policy documents. This is quite usual - while many countries do not have 2. Calls for improvements in civil aviation infrastructure (rehabilitation,
a formal policy for air transport, the development of an air transport policy is upgrading, maintenance and expansion). This includes air traffic control
a great tool to advance reforms and provide a common understanding of the and safety equipment, communication equipment, and other airport
situation of the stakeholders of the sectors. handling equipment and facilities.
• Other aviation specific strategies to meet the objectives of NDS 1 include:
• However, considering the overall supportive legal framework in Zimbabwe,
1. Complete the substantial rehabilitation and upgrading of aviation
there is no need to push for such a policy to be developed from an air service infrastructure at airports.
development perspective. 2. Improve airspace management, safety and security as well as airport
operations.
• Currently, there is also no transportation sector policy document (the last one
3. Continue to liberalise the air transport market and finalise the way
having expired in 2016), but the current national development strategy for forward for Air Zimbabwe.
Zimbabwe, the National Development Strategy 1 (NDS-1) (2021-2025), 4. Launch a privatisation programme to attract private sector funding
includes specific policy objectives related to aviation. The key elements of for rehabilitation and upgrade of airport facilities to accommodate
the projected growth in passenger and freight movements.
NDS-1 from an aviation perspective are as follows:
5. Pursue PPPs to expedite completion of the key capital infrastructural
projects especially relating to aviation safety.
Source VF HRE Air Service Development Plan TWO 2022
134
GOVERNMENT’S APPROACH TO THE AVIATION SECTOR IS SUPPORTIVE OF REVITALIZING AND
DEVELOPING IT, PARTICULARLY IN RELATION TO REFURBISHMENT OF INFRASTRUCTURE AND EQUIPMENT.
ZIMBABWE AIR TRANSPORT – GOVERNMENT POLICY
6. Operationalize the Bilateral Air Service Agreements (BASAs) to • It is encouraging to note that the clearing of arrears and repatriation of
facilitate market access. money from ticket sales to airlines, which is closely related to Zimbabwe’s
7. Clear arrears to IATA in order to pave way for re-admission into
alliances. currency crisis (noted in the previous section) is on the priority list of actions
8. Up-scale private investment and participation in infrastructure in Government policy, but at this time remains an ongoing issue
through long-term National Air Infrastructure Development Plan.
• Continued improvements in the air navigation and surveillance systems are
9. Promote local network and connectivity (Routes, frequency and
reliability of services) necessary and could be recommended, as the technology in this area is
evolving fast.
• In general, the Government’s stated policies toward the aviation sector are
supportive of revitalizing and developing the sector, particularly in relation to • However, it is recommended to wait for specific requests from airlines before
refurbishment of infrastructure and equipment. making recommendations in this area, as such recommendations would
require a comprehensive technical analysis to be undertaken.
• This appears to have translated into actions on the ground, e.g., with the
redevelopment of infrastructure and equipment at VFA in 2016, ongoing • According to site visits by CPCS in 2021, there are currently no primary and
upgrading of infrastructure at HRE, and the ongoing secondary radars in place at VFA and HRE. ATC relies on procedures only.
recapitalization/investment plan for NHS.
• Another key achievement of recently stated Government policy is the recent
unbundling of CAAZ, which was achieved in 2018.
Source: VF HRE Air Service Development Plan TWO 2022
135
TOURISM TRAFFIC IN ZIMBABWE IS LARGELY CONCENTRATED AROUND VICTORIA FALLS
WITH LIMITED CAPACITY BETWEEN THE MAJOR INTERNAL AIRPORTS.
ZIMBABWE DOMESTIC CONNECTIVITY
• Leisure tourism is currently largely concentrated at the far northwest corner • To prevent further arrears, the Ministry of Finance and Economic
of the country, presenting opportunities for diversification. Development (MoFED) allowed airlines to continue charging for airfares in
• Historically, Zimbabwe has offered tourism circuits that include many other foreign currencies
attractions, such as national parks and ruins that are unique in Africa. Yet, • For tourism purposes, the only company that can sell tickets outside of
these other areas and attractions are seldom visited today due to the Zimbabwe for tourists interested in domestic routes is Fastjet, which operates
challenges to reach these places. two aircraft (50 seaters) that also serve some international routes in addition
• Air domestic connectivity is mainly provided today by two companies (Air to HRE, VFA, and BUQ.
Zimbabwe and Fastjet) that offer limited capacity between the Harare, • Domestic connectivity is such a challenge that, in practice, tourism in
Victoria Falls, and Bulawayo airports. A few charter companies operate Zimbabwe is limited to the areas neighbouring the international airports to
smaller planes that take tourists to the lodges in the northern area of the which tourists arrive. This greatly limits the attractions that can be easily
country, mainly from VFA and with limited seat capacity. visited in the country, and thus limits international travel demands to short
• As of July 2019, Zimbabwe owed US$196 million to the world’s airlines in term stays, mainly in the VFA area.
unremitted ticket sales through the IATA Clearing House. The International Air • A strong domestic air service is a key enabler for tourism development in
Transport Association (IATA) expressed concerns and warned that the debt Zimbabwe, by allowing tourism routes throughout the country, which in turn
could force operators to reduce flights into the country. increases the number of days spent in the country, as well as tourist spending.
136
A HEAVY SKEW TOWARDS INTERNATIONAL SERVICES INDICATES A LACK OF AN EFFECTIVE
NATIONAL CARRIER.
O V E R V I E W – Z I M B A B W E A C C E S S A N D C A PA C I T Y
• Zimbabwe was the 128th largest aviation market in 2019 with 1.57 million • Beyond the headline data there are many insights and data points that need
scheduled airline seats on offer; by means of direct comparison Zambia was in to be understood having compared two specific data sets in the context of the
133rd position with 1.45 million seats. aviation market: the capacity and booking data.
• Within Africa the region ranked 20th and within the IATA defined Southern • the starting point of any market is the scheduled airline capacity that is
Africa region ranked in 4th position with a 3.8% share of a market dominated offered and how that has developed over time provides a reflection of the
by South Africa that accounts for a 75.8% share. confidence in the market and reveals any changes in airline activity.
• Over three quarters (78%) of the capacity in 2019 was operated on • As noted, earlier Zimbabwe was the fourth largest country market in Southern
international services with some 1,226,771 seats available; the equivalent of Africa although in the latest 2021 data the country has moved into third
3,361 per day. position ahead of Angola.
• In comparison, domestic capacity was some 347,922 seats or 953 seats a day; • South Africa dominates the regional market accounting for over three
for every domestic seat 3.5 international seats were operated. quarters of the regional market and is some thirteen times larger than Angola
• Such a heavy skew or capacity towards international services reflects the lack which was in second position in 2019.
of an effective national carrier, the high levels of connectivity via other
gateways outside of Zimbabwe and the value of the market to some overseas
carriers.
Source: OAG Schedules Analyser
137
AS OF 2019, SOUTH AFRICA AND MOZAMBIQUE WERE THE ONLY TWO SOUTHERN AFRICAN
COUNTRIES WITH A LARGER DOMESTIC THAN INTERNATIONAL MARKET.
D O M E S T I C A N D I N T E R N A T I O N A L C A P A C I T Y, 2 0 1 9
Domestic & International Capacity KEY IMPLICATIONS

Domestic vs. international2019
capacity, Southern
Southern Africa, 2019
Africa
100% • Typically, markets are split into a mix of domestic and
90% international capacity.
80%
70% • Domestic capacity generally provides important
60% connectivity to major airports, normally in capital cities
50% that then support a range of international services.
40% • Geography, alternate transport modes, and the size of a
30% country can also influence the proportions of domestic to
20%
international capacity.
10%
0% • In the case of South Africa, at least in 2019 before several
airlines collapsed the domestic market accounted for
a
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a
in
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ib
go
over 70% of all capacity with Mozambique (64%) the only
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at
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m
so
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w
bi
An
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w
az
Za
M
ts
Na
am
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Es
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other country market in Southern Africa with a larger
m
Sw
Bo
ut
Zi
oz
So
domestic than international market.
M
Domestic International
138
THE REGIONAL MARKET IN ZIMBABWE HAS SHRUNK CONSIDERABLY ACCORDING TO DATA
FROM 2021.
S C H E D U L E D A I R L I N E C A PA C I T Y F O R S O U T H E R N A F R I C A , 2 0 2 1
Scheduled airline capacity In Southern Africa 2016-2021
Country 2016 2017 2018 2019 2020 2021

KEY IMPLICATIONS
South Africa 29,090, 348 29,799,400 29,959,231 31,206,693 13,149,091 15,540,298
Angola 2,356,164 2,383,446 2,418,863 2,354,556 772,184 616,528 • In Zimbabwe through 2019 less than a quarter (23%) of
all seats operated were in the domestic market the vast
Mozambique 1,496,327 1,436,890 1,463,557 1,962,188 875,164 933,598 majority were operated to international destinations
Zimbabwe 1,435,196 1,418,018 1,561,210 1,574,693 828,194 772,839
outside of the country.
• Data for 2021 indicates that the domestic market in
Zambia 1,320,545 1,318,505 1,396,764 1,458,789 702,243 764,044
Zimbabwe has shrunk.
Namibia 863,905 1,225,358 1,352,586 1,161,073 445,513 335,452
Malawi 487,814 525,103 588,952 708,495 342,162 328,605
Botswana 543,236 506,592 520,297 628,906 239,509 238,261
Lesotho 70,864 49,515 42,061 42,418 12,398 14,505
Eswatini/
43,140 43,155 7,144 32,288 9,973 16,808
Swaziland
Grand Total 37,707,448 38,705,982 39,346,050 41,140,243 17,376,431 19,560,398
139
HARARE IS THE LARGEST SINGLE MARKET IN ZIMBABWE, WITH 3 CONSEQUENTIAL
COMMERCIAL AIRPORTS IN THE COUNTRY OVERALL.
S C H E D U L E D A I R L I N E C A PA C I T Y F O R Z I M B A B W E , 2 0 2 1
Scheduled airline capacity 2016–2021 from Zimbabwe
Departing Airport 2016 2017 2018 2019 2020 2021 KEY IMPLICATIONS
Harare 159,707 129,337 153,538 167,605 124,799 38,960 • Pre Covid-19, total scheduled airline capacity from
Zimbabwe was 347,000 seats per annum, less than 1,000
seats a day with Harare the largest single market
Bulawayo 85,540 79,426 104,549 108,350 88,310 22,700 accounting for 48% of all capacity and Victoria Falls 21%.
• There are 3 commercial airports of any consequence in
Victoria Falls 93,838 92,187 98,233 71,967 47,030 32,515 Zimbabwe and although services have been operated
from Kariba, they stopped operating in 2017.
RG Mugabe
8,385
International
Kariba 16,508 572
Joshua M. Nkomo
5,400
International
Grand Total 354,593 301,522 356,320 347,922 260,139 107,960
140
IN 2019 HRE WAS SERVED BY THIRTEEN AIRLINES OPERATING NON-STOP ROUTES TO ELEVEN
DESTINATIONS.
ARLINES SERVING ROBERT GABRIEL MUGABE AIRPORT (HRE), 2019
HRE airlines and destinations, 2019
Airline Name Airline Code Airport Name Airport Code Country

KEY IMPLICATIONS
Johannesburg OR Tambo JNB South Africa

• HRE was served by 13 airlines operating to 11 non-stop
Air Zimbabwe UM
destinations in 2019.
Dar Es Salaam DAR Tanzania
• Ten of the 11 destinations were in Africa with Dubai being
British Airways BA Johannesburg OR Tambo JNB South Africa the only intercontinental destination located in the
Middle East.
Lusaka LUN Zambia • Many of the airlines operated with fifth freedom rights of
Emirates EK which Lusaka, Zambia seems to be a popular stop-over
Dubai DXB UAE destination.
Kigali KGL Rwanda
RwandAir WB Cape Town CPT South Africa
Lusaka LUN Zambia
Malawian Airlines 3W Lusaka LUN Zambia
141
VICTORIA FALLS ATTRACTS SEVERAL INTERNATIONAL SERVICES THAT CONNECT TO LONG-
HAUL NETWORKS AND ALLOW THEM TO GENERATE LUCRATIVE TOURISM REVENUE.
S C H E D U L E D A I R L I N E C A PA C I T Y F R O M Z I M B A B W E A I R P O R T S , 2 0 1 9
Scheduled airline capacity from Zimbabwe airports, 2019

Destination Airport Bulawayo Harare Victoria Falls
KEY IMPLICATIONS
Addis Ababa 62,324
Bulawayo 102,890 5,460 • With respect to destinations served from Harare, the
Cape Town 23,727 42,149 table highlights the 2019 volumes form the three major
Dar Es Salaam 11,025 airports of Harare, Bulawayo, and Victoria Falls.
Gaborone 70 52,020 • There are some 13 destinations served from Harare of

which 11 are to international markets.
Harare 102,890 66,507
• Victoria Falls despite being third in terms of capacity
Johannesburg O.R. Tambo International 95,036 373,278 136,757 ranking had 8 destinations in 2019 with Johannesburg
Kigali 35,261 the single largest destination and twice the size of
capacity to Harare.
Lilongwe 17,630
Livingstone 4,834
• There is no doubt that the tourism product in Victoria
Falls attracts several international services that connect
Luanda 6,360 to airlines long-haul networks and allow them to
Lusaka 258,495 generate lucrative leisure revenues.
Nairobi Jomo Kenyatta International 71,414 16,521
Victoria Falls 5,460 64,715
Windhoek Hosea Kutako International 7,484 12,386
142
FOLLOWING THE IMPACT OF COVID-19, ZIMBABWE IS AT MINUS 69% OF ITS 2019 LEVELS IN
TERMS OF CAPACITY.
C A PA C I T Y A N D M A R K E T S T R U C T U R E
• With Covid-19 continuing to impact markets around the world and airlines The Market Structure
trying to work through various travel restrictions imposed by authorities • The data available is sourced from bookings made via the Global Distribution
assessing the current situation from a capacity perspective is challenging. Systems (GDS’s) around the globe who are allowed to share their booking and
• Zimbabwe is now at minus 69% of its 2019 levels; the Southern Africa market routing data with each other but crucially not their fares data.
is at minus 53% so the country is performing below the market average. • The data excludes all direct bookings made, either direct to a legacy airline
• Looking purely at international capacity, the Southern Africa region is at 38% website or all bookings made by low-cost airlines.
of the pre Covid 2019 level and Zimbabwe is at 54% of its previous level • It is a sample of data that varies in weight depending upon the market, how
suggesting that international capacity has performed better than domestic. distribution is structured and who operates in the market.
• Analysis of capacity on its own is instructive but provides minimal insight into • It should be viewed as indicative with relativity more important than actual
the actual volumes of bookings and how the market is structured. numbers.
• Capacity analysis is complementary to traffic analysis, and both constitute • To provide some worthwhile comparative analysis we have again had to use
part of the analysis. 2019 as a complete year data set given how challenging the market structure
• Analyzing airline booking data is complex since no one source gathers all the became from January 2020.
global airline booking data and for commercial reasons airlines are very
reluctant to share such information.
Sources: Twenty31 Consulting Inc.; OAG Schedules Analyser
143
THE LARGEST SINGLE CONNECTING POINT FOR ZIMBABWE IS JOHANNESBURG FOLLOWED
BY ADDIS ABABA.
MARKET STRUCTURE FROM ZIMBABWE, 2019
Market Structure From Zimbabwe, 2019

Connecting Market Structure Bulawayo Harare Victoria Falls
KEY IMPLICATIONS
Other (Point to Point) 231,264 769,837 270,206
Johannesburg O.R. Tambo International 26,813 162,925 90,794 • The table shows how the market travelled from the 3
major Zimbabwean airports in 2019.
Addis Ababa 0 109,578 29,971
• Taking Victoria Falls as an example, there were some
Dubai International 0 80,763 0
410,961 bookings made of which 270,206 (65%) were
Nairobi Jomo Kenyatta International 0 65,228 6,243 point-to-point.
Kigali 0 31,358 • This does not necessarily mean that those passengers
were not connecting onwards but that they were not
Harare 15,410 5,616
connecting within a 24-hour period of arrival which is the
Lilongwe 12,660 criteria the database applies.
Bulawayo 7,550 • The single largest connecting point was Johannesburg
with nearly 90,794 (22%) of the connecting market using
Lusaka 5,756
this gateway and then in second place was Addis Ababa.
Windhoek Hosea Kutako International 1,364 3,145
Dar Es Salaam 2,790
Other Gateway 51 3,982 4,986
Total 273,538 1,253,791 410,961
144
ZIMBABWE IS THE POOREST-PERFORMING OF ITS PEERS ON ENABLING ENVIRONMENT,
WHEREAS IT RANKS RELATIVELY WELL ON NATURAL AND CULTURAL ASSETS.
OVERALL SUBINDEX SCORES
KEY IMPLICATIONS
SUB-INDEX ZIMBABWE SOUTH AFRICA NAMIBIA BOTSWANA ZAMBIA
• Enabling environment remains a challenging sub-index
for Zimbabwe with its rank on this measure being lower
Enabling Environment 125 105 100 99 115 than its overall rank of 114.
• Infrastructure closely tracks its overall rank at 113, ahead
of Zambia’s 119.
Policy and Enabling Conditions 106 107 80 82 109 • Natural and cultural assets are a relative strength for
Zimbabwe by comparison, though South Africa far
outperforms all 4 peers with a rank of 17 overall.
Infrastructure 113 60 62 93 119
Natural and Cultural Assets 65 17 70 67 64
Highest Rank
Lowest Rank
Source: WEF TTCI
145
ZIMBABWE RANKS LOWEST OVERALL ON ENABLING ENVIRONMENT DRIVEN BY LOW RANKS
ON BUSINESS ENVIRONMENT AND HUMAN RESOURCES.
GRANULAR ENABLING ENVIRONMENT BREAKDOWN
Human Resources/Labor
Market Overall Enabling Environment Business Environment Safety and Security Health and Hygiene ICT Readiness
Market
Botswana 99 34 87 118 92 94
Namibia 100 44 103 114 85 90
South Africa 105 57 132 113 81 75
Zambia 115 69 81 132 119 117
Zimbabwe 125 135 77 125 129 119
• The Enabling • Captures the extent to • Critical factors • Access to improved • How well countries • The components of this
Environment sub-index which a country has in determining the drinking water and develop skills through pillar measure not only
captures the general place a policy competitiveness of a sanitation education and training the existence of
conditions necessary for environment conducive country’s tourism • The comfort and health and enhance the best modern hard
operating in a country for companies to do industry. of travellers. allocation of those skills infrastructure (i.e.,
and includes 5 pillars: business. • Tourists are likely to be • In the event that through an efficient mobile network
deterred from travelling tourists do become ill, labour market. coverage and quality of
to countries or regions the country’s health electricity supply.
perceived to be unsafe, sector. • he capacity of
making it less attractive • Prevalence of HIV and businesses and
to develop the tourism malaria can also have individuals to use and
sector in those places. an impact. provide online services.
Source: WEF TTCI
146
ZIMBABWE SHOWS A MIDDLING RANK ON POLICY AND ENABLING CONDITIONS AHEAD OF
SOUTH AFRICA AND ZAMBIA, PEFORMING FAIRLY WELL ON PRICE AND OPENNESS.
GRANULAR POLICY AND ENABLING CONDITIONS BREAKDOWN
Overall Travel & Tourism Policy &

Market Prioritization of Travel & Tourism International Openness Price Competitiveness Environmental Sustainability
Enabling Conditions
Namibia 80 65 98 38 68
Botswana 82 62 121 14 58
Zimbabwe 106 99 84 81 99
South Africa 107 83 109 53 124
Zambia 109 108 93 90 53
• The Policy and Enabling • The extent to which the • The openness of the • Airfare ticket taxes and • Indicators such as the
Conditions sub-index government prioritizes bilateral air service, airport charges, which stringency and
captures specific The tourism sector - by which impacts the can make flight tickets enforcement of the
policies or strategic making clear that the availability of air much more expensive; government’s
aspects that impact the sector is of primary connections to the the relative cost of environmental
T&T industry more concern, the country, and the hotel accommodation; regulations and
directly and includes 4 government can number of regional the cost of living, variables assessing the
pillars. channel funds to trade agreements in proxied by purchasing status of water, forest
essential development force, which proxies the power parity; and fuel resources and marine
projects and coordinate extent to which it is price costs, which life, and extent to which
the actors and possible to provide directly influence the the tourism industry is
resources necessary to world class tourism cost of travel. developed in a
develop the sector. services. sustainable manner.
Source: WEF TTCI
147
ZIMBABWE’S PERFORMANCE ON INFRASTRUCTURE CLOSELY TRACKS ITS OVERALL
PERFORMANCE THOUGH IS DRIVEN DOWN BY AIR AND GROUND INFRASTRUCTURE.
GRANULAR INFRASTRUCTURE BREAKDOWN
Market Overall Infrastructure Air Transport Infrastructure Ground and Port Infrastructure Tourist Service Infrastructure
South Africa 60 53 58 64
Namibia 62 67 65 52
Botswana 93 103 100 84
Zimbabwe 113 122 122 100
Zambia 119 124 117 117
• The Infrastructure sub- • Quantity of air • Efficient and accessible • The availability of
index captures the transport, using transportation to key sufficient quality
availability and quality indicators such as business centres and accommodation, resorts
of physical. available seat tourist attractions. and entertainment
infrastructure of each kilometers. • Unpaved roads, which facilities taking into
economy and includes 3 • The number of enable local account number of
pillars. departures, airport connections, and to hotel rooms
density and the number some extent, can proxy complemented by the
of operating airlines. the existence of extent of access to
• The quality of air. picturesque roads, services such as car
transport infrastructure which can, in some rentals and ATMs.
for domestic and contexts, attract
international flights. tourists.
Source: WEF TTCI
148
SOUTHERN AFRICAN COUNTRIES PERFORM WELL ON NATURAL AND CULTURAL
RESOURCES WITH ZIMBABWE PERFORMING PARTICULARLY WELL.
G R A N U L A R N AT U R A L R E S O U R C E S B R E A K D O W N
Market Overall Natural and Cultural Resources Natural Resources Cultural Resources
South Africa 17 15 23
Zambia 64 41 110
Zimbabwe 65 44 105
Botswana 67 47 115
Namibia 70 46 126
• The Natural and • Including the number of • Including the number of

Cultural Resources sub- UNESCO natural World UNESCO cultural World
index captures the Heritage sites. Heritage sites.
principal “reasons to • A measure of the • The number of large
travel” and includes 2 quality of the natural stadiums that can host
pillars: Cultural environment which significant sport or
Resources and Natural proxies the beauty of its entertainment events,
Resources. landscape. and a new measure of
• The richness of the digital demand for
fauna in the country as cultural and
measured by the total entertainment.
known species of
animals, and the
percentage of nationally
protected areas.
Source: WEF TTCI
149
TRAVELLER ATTITUDES
Identifying attitudes and opinions driving travel behaviours
150
DESIRE FOR NEW EXPERIENCES, INTEREST IN ENRICHING KNOWLEDGE AND IN OTHER
CULTURES ARE THE MOST WIDELY-HELD TRAVEL PREFERENCES.
AT T I T U D E S A N D P R E F E R E N C E S C O N N E C T E D W I T H T R AV E L ( % A G R E E ) , 2 0 2 1
I like to experience something completely new 86
I believe travel should be about enriching knowledge 86
I enjoy experiencing and learning about other cultures and history 85
I like getting a new perspective on the world and my place in it 85
I seek out authentic experiences 84
I actively seek new experiences and activities 83
I like to make connections with new people 83
I'm happy to travel to new destinations for a vacation, even when I don't understand the local language 83
I am drawn to places with sunshine and warm weather 82
I enjoy traditional local festivals when I travel 82
Before I go on vacation, I prefer to plan my trip in detail 82
The quality and comfort of my accommodation and transportation are important to me when travelling 82
I am a frequent user of social media 81
When I take a holiday trip, I prefer to organize the different elements of my travel myself (e.g., Flights, accommodations, excursions) 80
When I travel, I like to support local communities and operators 79
Price is extremely important to me when I choose a travel destination or holiday experience 78
Relaxation is the most important thing for me when I travel 78
I actively seek out tourism operators adhering to social and environmental standards 77
I would feel more comfortable going on vacation to a country that required all visitors to show that they had been vaccinated against covid-19 77
I don't mind putting up with discomfort for an interesting experience 76
For me, vacations/holidays mean the sun, the sea and the beach 75
I am selfless in giving my time to help others 74
I feel winning is extremely important 73
I usually think my own country's way of doing things is the best 72
I would rather be required to take a covid-19 PCR test on arrival at my destination than have to show proof of vaccination 72
I am drawn to experiences with an element of risk and danger 71
I enjoy owning luxurious products 71
I don’t like traveling in a tour operator bubble 66
Base: Total n=2247; Base per country: France n=153, Germany n=129, Italy n=204, KSA n=329, Poland n=218, Russia n=151, Spain n=171, UK n=183, USA n=240
Source: Twenty31 Consulting Inc. Q31. How well do each of the following statements describe you? Move the sliders below to indicate to what extent each quality applies to you
151
DIFFERENT MARKETS ARE CHARACTERIZED BY DIFFERENT ATTITUDES – DESIRE FOR
AUTHENTICITY IN POLAND, NOVELTY IN THE UK, AND ENRICHING KNOWLEDGE IN THE USA.
A T T I T U D E S A N D P R E F E R E N C E S C O N N E C T E D W I T H T R A V E L – D E F I N I N G A T T I T U D E S P E R M A R K E T, B Y T H O S E
INTERESTED IN SOUTHERN AFRICA, 2021
France Germany Italy Poland Spain UK USA
Enjoy experiencing and Enjoy experiencing and

Believe travel should be Like to experience Believe travel should be
Like to make connections learning about other learning about other Seek out authentic
1st about enriching something completely about enriching
with new people (84%) cultures and history cultures and history experiences (87%)
knowledge (93%) new (86%) knowledge (89%)
(88%) (89%)
Enjoy experiencing and
Drawn to places with Believe travel should be Like to experience Like to experience Before I go on vacation, I Like to experience
learning about other
2nd sunshine and warm about enriching something completely something completely prefer to plan my trip in something completely
cultures and history
weather (83%) knowledge (89%) new (86%) new (90%) detail (85%) new (88%)
(83%)
Travel to new
Like to experience Like to experience Like getting a new Believe travel should be Like getting a new Enjoy traditional local
destinations, even when
3rd something completely something completely perspective on the world about enriching perspective on the world festivals when I travel
I don't understand local
new (82%) new (82%) and my place in it (87%) knowledge (86%) and my place in it (84%) (88%)
language (89%)
Travel to new Travel to new Enjoy experiencing and Quality and comfort of
Like getting a new Believe travel should be Like getting a new
destinations, even when destinations, even when learning about other my accommodation and
4th perspective on the world about enriching perspective on the world
I don't understand local I don't understand local cultures and history transportation are
and my place in it (82%) knowledge (82%) and my place in it (87%)
language (87%) language (85%) (89%) important (84%)
When I travel, I like to Enjoy experiencing and
Like getting a new Like to experience Drawn to places with Like getting a new Believe travel should be
support local learning about other
5th perspective on the world something completely sunshine and warm perspective on the world about enriching
communities and cultures and history
and my place in it (81%) new (85%) weather (85%) and my place in it (88%) knowledge (83%)
operators (82%) (87%)
Source: Twenty31 Consulting Inc. Q31. How well do each of the following statements describe you? Move the sliders below to indicate to what extent each quality applies to you
152
TRAVELLERS EXPECT TO BE MORE FOCUSED ON PRICE POST-COVID, THOUGH SOME
EUROPEAN MARKETS AND THE USA ARE WILLING TO PAY MORE FOR AN EXPERIENCE.
T R AV E L P R I O R I T I E S A F T E R C O V I D - 1 9 PA N D E M I C , 2 0 2 1
I will be willing to pay more for a higher-quality experience Price will be more important than ever
TOTAL 38 62
France 42 58
Germany 39 61
Spain 35 65
USA 35 65
Italy 33 67
Poland 33 67
UK 31 69
Russia 29 71
Base per country: France n=1002,Germany n=1000,Italy n=1003,KSA n=1002,Poland n=1021,Russia n=1004,Spain n=1000,UK n=1005, USA n=1001. Total n=10054
Source: Twenty31 Consulting Inc. Q32. Which of these statements comes closest to your view about your travel priorities once the COVID-19 pandemic is over?
153
MOST ARE RESISTANT TO PAYING A SIGNIFICANT PREMIUM FOR RESPONSIBLE TRAVEL,
THOUGH THERE IS GREATER WILLINGNESS IN THE USA.
W I L L I N G N E S S T O PAY P R E M I U M F O R R E S P O N S I B L E T R AV E L , 2 0 2 1
% extra willing to pay 20%+ more 10% more 5% more No More
TOTAL 5 28 40 27
USA 11 30 33 26
Poland 5 31 45 20
Germany 4 25 38 34
Spain 4 24 46 27
UK 4 24 36 36
Russia 4 23 33 40
France 4 21 41 35
Italy 3 25 44 27
Base per country: France n=1002,Germany n=1000,Italy n=1003,KSA n=1002,Poland n=1021,Russia n=1004,Spain n=1000,UK n=1005, USA n=1001. Total n=10054
Source: Twenty31 Consulting Inc. Q35. How much extra would you be willing to pay for vacation experiences that had been certified by an independent third-party organization as being environmentally and socially
responsible? 154
VICTORIA FALLS: CONNECTIVITY
AND CAPACITY ANALYSIS
Analysis of transport connectivity and access to Victoria
Falls
155
VICTORIA FALLS IS A MAJOR TOURISM DESTINATION ON MANY MULTI-STOP ITINERARIES IN
SOUTHERN AFRICA.
V I C TOR I A FA L L S A S A TO U R I S M H U B, 2 0 1 9
Connecting Destinations from Victoria Falls via Major Gateways, 2019
Johannesburg O.R Tambo Nairobi Jomo Kenyatta
Connecting From Victoria Falls via to> Addis Ababa Dubai International Grand Total
International International
London Heathrow 27,586 19,893 11,896 11,321 70,696 KEY IMPLICATIONS

Cape Town 33,245 44 562 33,851
Durban King Shaka International 25,095 0 5,676 12 25,107 • The adjacent table analyzes the four major connecting
Beijing Capital International 1,560 7.030 140 14,406 airports from Victoria Falls and then lists the largest 20
Gaborone 12,117 4 3,346 12,121 connecting markets based upon the major connecting
Manchester 2,177 5,979 597 12,099 airport of Johannesburg.
Dubai International 835 5,618 5,050 11,503 • In 2019, the largest single connecting point across the
Paris Charles de Gaulle 4,387 3,648 336 1,922 10,293 four connecting airports was London Heathrow with
Frankfurt International 4,919 4,317 292 226 9,754 some 70,696 bookings of which 27,586 (40%) were
Birmingham 866 48 7,361 586 8,861 routing via Johannesburg.
Maputo 8,290 28 80 8,398
• This gives a good overall indication of Victoria Falls’
London Gatwick 666 992 5,468 812 7,938 position as a multi-node regional hub by comparison with
New York JFK 5,202 95 1,212 1,328 7,837 other Zimbabwean and even Southern African airports.
Port Elizabeth 7,709 7,709
Dar Es Salaam 1,283 575 4 5,747 7,609
Entebbe 316 1,160 4 5,899 7,379
Mumbai 92 3,106 984 3,108 7,290
Perth 5,995 176 580 12 6,763
Amsterdam 3,588 292 868 1,892 6,640
Guangzhou 456 2,683 2,133 1,185 6,457
156
THERE WERE MORE CONNECTING PASSENGERS FLOWING FROM VICTORIA FALLS VIA
JOHANNESBURG THAN THERE ARE WITH CONNECTING VIA HARARE.
C O M PA R I N G V I C T O R I A FA L L S A N D H A R A R E A S T R A N S P O R T H U B S , 2 0 1 9
Connecting Destinations from Harare via Major Gateways in 2019
Johannesburg O.R Tambo Nairobi Jomo Kenyatta
Connecting From Harare Falls via to> Addis Ababa Dubai International Grand Total
International International
London Heathrow 15,645 17,705 11,896 11,115 56,361 KEY IMPLICATIONS

Cape Town 19,591 44 558 20,193
Durban King Shaka International 19,377 0 12 19,389 • In most cases the gateway airport has a commercial link
Beijing Capital International 1,054 5,554 5,676 108 12,392 to the national airline or dominant carrier in the market;
Gaborone 11,080 4 11,084 for instance, via DXB the majority of connecting traffic is
Dubai International 212 5,366 4,998 10,576 carried by Emirates, via Addis Ababa.
Manchester 630 5,823 3,346 533 10,332 • Johannesburg – London Heathrow is perhaps the only
Birmingham 326 48 7,361 582 8,317 market with a choice of carrier, three airlines were
London Gatwick 170 988 5,468 780 7,406 operating the route in 2019 and perhaps surprisingly
Maputo 6,951 28 80 7,059 based on the data Virgin Atlantic had the largest share
Entebbe 120 980 4 5,663 6,767 with some 10,420 bookings or a 37% share, SAA were in
Mumbai 32 2,629 984 3,048 6,693
second place with British Airways holding the smallest
Dar Es Salaam 791 395 4 5,391 6,581
share of the direct service carriers.
Guangzhou 432 2,587 2,133 1,137 6,289 • This contrasts with connectivity flows via Harare which
Port Elizabeth 4,884 4,884 show London Heathrow as the number one market via a
New York JFK 2,511 91 1,212 988 4,802 gateway point with 56,361 bookings in the year.
Perth 3,813 172 580 12 4,577 • Interestingly, there were more connecting passengers
Geneva 609 1,763 1,260 680 4,312 flowing from Victoria Falls via Johannesburg than there
Hong Kong International 1,683 1,378 1,064 32 4,167 are with connecting via Harare; a ratio of 1:25 to 1:00.
Accra 1,973 1,443 36 688 4,140
157
IN 2021 VICTORIA FALLS WAS SERVED BY SEVEN AIRLINES OPERATING NON-STOP ROUTES.
A I R L I NES S E RV I NG V I C TOR I A FA L L S , 2 0 2 1
VFA airlines and destinations, 2021
Airline name Airline code Airport name Airport code Country
Airlink 4Z Cape Town CPT South Africa
Gaborone GBE Botswana

Ethiopian Airlines ET
Addis Ababa ADD Ethiopia
Eurowings Discover OCN Frankfurt HHN Germany
Mack Air MKB Maun MUB Botswana
Kuva Air N/A Harare HRE Zimbabwe
Fastjet Zimbabwe FN Johannesburg OR Tambo JNB South Africa
Nairobi Jomo Kenyatta NBO Kenya

Kenya Airways KQ
Cape Town CPT South Africa
South African Airways (temporarily
SA Johannesburg OR Tambo JNB South Africa
suspended)
158
VICTORIA FALLS IN THE KAZA REGION INCLUDES TWO WORLD HERITAGE
SITES, 36 NATIONAL PARKS, AND 60% OF THE REMAINING WORLD ELEPHANT POPULATION.
V I C T O R I A FA L L S ’ C O N N E C T I O N T O K A V A N G O - Z A M B E Z I T R A N S F R O N T I E R C O N S E R V AT I O N A R E A ( K A Z A T F C A )
KEY IMPLICATIONS
• Victoria Falls is located at the center of the Kavango-

Zambezi Transfrontier Conservation Area (KAZA TFCA).
• The KAZA TFCA is located in Southern Africa and lies in
the Kavango and Zambezi River basins where Angola,
Botswana, Namibia, Zambia and Zimbabwe converge – all
partners in the initiative.
• The KAZA TFCA, commonly known as KAZA, is the world’s
largest TFCA at approximately 520,000km.
• It includes the Upper Zambezi River and Okavango basins
and Delta, the Caprivi Strip of Namibia, the south-eastern
region of Angola, south-western Zambia, the northern
wildlands of Botswana and western Zimbabwe.
• Victoria Falls is at the center of the KAZA region and can
be regarded as the ideal air gateway into the KAZA region
since it can receive a larger class of wide-body aircraft.
• It includes 2 World Heritage Sites, 36 National Parks, and
60% of the remaining world elephant population.
159
VICTORIA FALLS’ GLOBAL
TOURISM MARKETS
Secondary and proprietary analysis of Victoria Falls’ key
markets
160
VICTORIA FALLS’ TOURISM MARKET OVERVIEW: SUMMARY
SUMMARY
USA is the largest overseas In terms of overseas markets, the USA is the dominant market, followed by UK & Ireland, Germany, • Consumer segmentation and marketing will need to cater to these markets in order
market and Australia. to restore pre-COVID levels of visitation.
• These growing overseas markets are demonstrative of a growing international

Japan, UK, Australia, and According to pre-COVID projections, the UK, Australia, France, and Japan have all shown
profile for Victoria Falls, the restoration of which should be a major priority for
France are growth markets encouraging growth and the challenge of recovery will be restoring these growth curves.
tourism recovery.
• Given the overall size of Zimbabwe and Victoria Falls’ centrality to many major
Victoria Falls can be a major Looking at inbound visitation alongside Harare, Victoria Falls competes closely despite Harare
tourism attractions as well as its border with Zambia, there is a major opportunity
hub for overseas visitors containing the main international airport.
to develop it as an international tourism hub.
Smaller groups and couples are seen as the major future travel contingents with little emphasis on
Smaller groups and couples • Boutique and high value offerings tailored to couples, families, and smaller groups
solo travel and large groups (however overlanding tours are likely to remain an important form of
will dominate the market can help facilitate the development of high value tourism.
tourism).
Nature-based experiences in In-line with global trends around the growth of nature-based tourism, offerings of this kind are • In terms of marketing, the assets of Victoria Falls need not be marketed in isolation
wilderness areas are majorly emphasized as critical for Victoria Falls’ development. Victoria Falls is well-placed to but as a central hub with routes and itineraries reflecting the variety and
paramount for growth leverage its natural assets, as well as its centrality in the KAZA region. customizability of travel options within the region.
‘We are Victoria Falls’ is seen

Among operators, the ‘We are Victoria Falls’ campaign is considered to have boosted confidence in • This boost in confidence is indicative of an opportune moment for Victoria Falls to
to have considerably boosted
booking the destination considerably. This is indicative of Victoria Falls’ increasing establishment as mobilize, leveraging its relationships with operators as intermediate advocates for
confidence in the destination,
a world class destination. the destination among their client-base.
A marked jump since 2020.
161
OVERSEAS VISITORS TO VICTORIA FALLS CONSIST PRIMARILY OF USA, UK & IRELAND, AND
GERMANY.
T O T A L O V E R S E A S V I S I T O R S T O V I C T O R I A F A L L S B Y S O U R C E M A R K E T, 2 0 1 9
Total arrivals to Victoria Falls by country of origin, 2017

73,987
KEY IMPLICATIONS
• In terms of overseas markets, the USA constitutes a

healthy contingent of Victoria Falls’ visitor market.
• The UK & Ireland ranks as the second-highest overseas
46,740 market followed by Germany and Australia.
• Japan, France, and South Korea show similar inbound
37,954
numbers to Victoria Falls.
• Canada represents a relatively small contingent of the
27,007
overseas market by comparison but could be further
20,766 developed as a major source market for both Victoria
18,690 18,196 16,808 16,176 Falls and Zimbabwe.
USA UK & Ireland Germany Australia Japan France South Korea Benelux Canada
Source: Post COVID Visitor Demand Scenarios
162
PRE-COVID DATA SHOWS AN UPTICK IN OVERSEAS VISITORS SINCE 2015, PARTICULARLY
FROM JAPAN, UK, AUSTRALIA, FRANCE, WITH THE USA MAINTAINING A HEALTHY LEAD.
OV ERSEAS V I S ITOR A RRIVALS BY COUNTRY OF ORI GIN, 2017
Total arrivals to Victoria Falls by country of origin, 2015-2017

80000
KEY IMPLICATIONS
70000
• Most markets show long-term growth prior to COVID,
USA particularly the USA, Japan, Germany, Australia, France,
60000 and the UK.
Japan
Germany • While not the largest markets in absolute terms, Japan,
50000 the UK, Australia, and France show notable upward spikes
Australia leading up to 2017.
40000 France • While these trends are undoubtedly severely disrupted
UK by the pandemic, these long-term trends represent are
30000 instructive in prioritizing markets for long-term recovery.
Italy
Switzerland
20000
Canada
10000 India
0
2015 2016 2017
Source: Africa’s Living Soul, 2017
163
PRIOR TO THE PANDEMIC, PROJECTIONS SUGGEST VICTORIA FALLS WAS HEADED FOR
PERIOD OF GROWTH EXCEEDING 15%.
V I C TOR I A FA L L S G R OWTH S C E NAR I OS , 2 0 1 7
KEY IMPLICATIONS
• According to pre-COVID projections, the area is likely on a

long-term growth trajectory just below a 10% curve.
• However, the Zimbabwe side saw compound growth in
arrivals exceeding 20% during the 90s for 6 consecutive
years.
• Prior to COVID, there was a distinct possibility for Victoria
Falls to hit a period of growth similar or exceeding 15%
doubling visitor numbers in 5 years.
• This would also have a knock-on benefit to both the
Livingstone and KAZA areas.
Source: Africa’s Living Soul, 2017
164
RAINFOREST AND ZAMBEZI PARKS’ OVERALL MARKET SHARE, DESPITE DRAMATIC DROPS IN
VISITOR ARRIVALS ARE TESTAMENT TO VICTORIA FALLS’ ONGOING DOMINANCE.
V I S I T O R M A R K E T S H A R E O F T O P 1 0 N AT I O N A L PA R K S , 2 0 1 9 - 2 0 2 0
Percentage distribution of visitors by national parks, 2019-2020

50
KEY IMPLICATIONS
45 43
• The Rainforest in Victoria Falls, Zambezi and Matobo
40
retained top 3 position in 2020 contributing 28%, 17%
35
and 9% of all arrivals respectively.
• Owing to the fact that Victoria Falls is the most popular
30 28 tourist destination in Zimbabwe, the Rainforest and
25 Zambezi National Park are usually visited by international
25
visitors.
20
17 • As a result of the severe fall in foreign visitors in 2020, the
market share of these two also fell dramatically.
15
10 9
8 8
7
6 6
5 5 5
5 4
3 3
2 2
1 1
0
Rainforest Zambezi Matobo Chinhoyi Nyanyana Nyanga Chivero Hwange (Main Darwendale Kyle
Camp, Robins,
Sinamatella)
2020 2019
Source: 2020 Tourism Trends Statistics Report
165
LOOKING AT DESTINATIONS WITHIN ZIMBABWE, HARARE SHOWS ONLY SLIGHTLY HIGHER
VISITOR NUMBERS THAN VICTORIA FALLS, LIKELY DUE TO THE INTERNATIONAL AIRPORT.
C O M P E T I T O R D E S T I N AT I O N S W I T H I N Z I M B A B W E , 2 0 1 5 / 1 6
Places visited within Zimbabwe by percentage vs. average nights spent, 2015/16
KEY IMPLICATIONS
29.1
27.9 • The places visited most were Harare (29.1%) followed by
Victoria Falls (27.9%) and Bulawayo (22.6%).
22.6 • Although Chiredzi was amongst the least visited places, it
had the highest average nights spent (8.2 nights).
Average nights spent in Harare were 7.4, Bulawayo 6.1
and in Gweru 5.8.
• Victoria Falls was the second most visited destination,
however the average length of stay was only 2 nights.
8.2 • This is not necessarily a negative indicator for Victoria
7.4 7.5
6 5.8
Falls, as it serves as a local hub for further travel with the
5 5 5 fewer nights relative to overall visitation indicative of its
4.2 3.83.2 3.9 3.9 4
3.2 3.3
2 1.82.4 use as both and entry point and stop-off for longer trips
1.3 1 0.8 0.7 0.3 0.2 within Zimbabwe and the region.
• However, as Victoria Falls seeks to attract visitors from
more distant markets, it should seek to market
attractions and offerings that incentivize longer stays.
% Visiitors Average nights
166
EASE OF ACCESS AND SADC COVID PROTOCOL ALIGNMENT ARE CONSIDERED PRIORITIES TO
ENCOURAGE THE RETURN OF TRAVELLERS TO THE REGION.
P R I O R I T I ES TO E N COU R AG E T H E R E T U R N O F T R AV E L L E RS TO V I C TOR I A FA L L S , 2 0 2 1
Development priorities to encourage return of travellers to Victoria Falls, percentage, 2020-2021

100
86
KEY IMPLICATIONS
90 86 86
79 76
80 73 • Ease of access remains a limiting factor on the recovery
71 70
67 67 68
70 of the tourism sector in Victoria Falls although the recent
60 introduction of new access options in 2022 should begin
50 50 50 to alleviate this.
50 43
41 40 • Clarity, transparency and alignment with SADC countries
40 36
29 29 29
for COVID-19 screening and testing protocols are
30 25 considered to be important.
20 14 14 • Greater flexibility of terms & conditions, especially with
10 regards to deposit and cancellation policies is the most
important factor to encourage a return of travellers to
0
Victoria Falls, according to 79% of respondents.
• Honest communication and supportive travel advisories
are both cited by 50% of respondents, indicating that
more could be done to inform operators and the traveller
population and foster more of an open dialogue to close
what appears to be a communication gap.
2021 2020
Source: Future Traveller Sentiment Report, 2022 What factors do you believe are important in order to encourage travellers to return to Victoria Falls in the next six months?
167
GROUPS OF 2 TO 6 PEOPLE, FOLLOWED BY COUPLES, ARE CONSIDERED THE MOST COMMON
COMPOSITION AMONG VISITORS TO VICTORIA FALLS.
PA R T Y S I Z E O F F U T U R E T R AV E L L E R S T O V I C T O R I A FA L L S , 2 0 2 1
Perceived future group sizes Victoria Falls will be primarily catering to, percentage, 2020-2021
100 KEY IMPLICATIONS
90 87
83 • According to 83% of the respondents, smaller groups of
80 between 2 and 6 people, as well as couples, will continue
80 75
to dominate the market.
70 • Large groups, incentives, events and overlanders are likely
to be less common choices among travellers in the next
60
53 five years.
50 46 • Solo travellers have been slightly de-emphasized since
2020.
40 35
33
30 27
20
20 17
10 8
0
2-6 People Couples 7-12 People Solo Traveller 13-20 People 21+ People (Groups,
Events)
2021 2020
Source: Future Traveller Sentiment Report, 2022 What group sizes do you believe you will be catering to in the next five years?
168
OLDER MORE AFFLUENT COUPLES, MULTIGENERATIONAL FAMILIES, AND FAMILIES WITH
OLDER CHILDREN ARE SEEN AS THE MAIN TRAVELLER GROUPS IN THE NEXT 5 YEARS.
G R O U P C O M POS I TI ON O F F U T U R E T R AV E L L E RS TO V I C TOR I A FA L L S , 2 0 2 1
Perceived future group composition Victoria Falls will be primarily catering to, percentage, 2020-2021
90
80 80 80 KEY IMPLICATIONS
80
73
70 64 • 80% of respondents believe that future travellers in the
61 60 next five years are most likely to be older, more affluent
60
53 53 couples; multi-generational families or families with older
50 47 47 children.
40 42
40 36 • Solo travellers (both men and women) are not seen as a
33 33
major contingent of future travellers to the destination.
30 26
20 • Families with younger children are emphasized
20 considerably less than those with older children.
10 • This may be due to a number of influential factors
0 including the logistics of getting there with small children
and/or the emphasis on hard adventure activities not
suitable for smaller children.
• Groups of young people have jumped considerably in
emphasis since 2020.
2021 2020
Source: Future Traveller Sentiment Report, 2022 What group demographics do you believe you will be mainly catering to in the next five years?
169
LUXURY BOUTIQUE HOTELS AND NATURE-BASED SAFARI LODGES ARE SEEN AS THE MAIN
PREFERRED ACCOMMODATION FOR TRAVELLERS TO VICTORIA FALLS.
F U T U R E A C C O M M O D AT I O N C H O I C E S I N V I C T O R I A FA L L S , 2 0 2 1
Perceived accommodation choices for Victoria Falls in the next 5 years, percentage, 2020-2021
90
81 KEY IMPLICATIONS
80 73
70 67 • Over 73% of respondents confirmed that luxury boutique
60 hotels will be the preferred accommodation choice of
60 53 53 53 52 travellers in the next five years.
48 48 47
50
40 40 40
• 67% of respondents indicate nature-based safari lodges
40 33
or camps will also be more of a preference for future
27 28 travellers.
30 24
20 20 • However, nature-based safari lodges have been de-
20 13 emphasized since 2020.
11 9
10 7
• Both bed and breakfasts and resorts with facilities have
0 seen a jump in emphasis since 2020, possibly indicating
growing confidence in these smaller businesses.
• Midscale boutique hotels and small mobile safari camps
also feature high on the list for future travellers.
• Respondents indicate that future travellers may be
moving away from large 5-star hotels and resorts.
2021 2020
Source: Future Traveller Sentiment Report, 2022 What do you believe your clients will be looking for in terms of the accommodation offering in the next five years?
170
PROPERTIES IN WILDERNESS AREAS ARE SEEN AS THE FUTURE PREFERENCE FOR TRAVELLERS
CONSIDERING VICTORIA FALLS.
P R E F E R R E D A C C O M M O D AT I O N S E T T I N G S F O R F U T U R E T R A V E L L E R T O V I C T O R I A FA L L S , 2 0 2 1
Perceived accommodation settings of choice for visitors to Victoria Falls, percentage, 2020-2021
90 KEY IMPLICATIONS
80
80 77
• Results show an above 80% preference for properties
located within wilderness areas for both those already
70
booking and those considering booking Victoria Falls.
60
60 • Urban areas have seen a considerable jump in emphasis
since 2020 while rural areas and rural/urban blends have
50 both been de-emphasized.
44
42
40 • A small contingent see the setting of properties as
31 unimportant, somewhat less so than in 2020.
30 27
20
20
10 7 8
0
Wilderness Urban Rural Rural/Urban Blend Setting not Important
2021 2020
Source: Future Traveller Sentiment Report, 2022 For the accommodation preferences above, what is the preferred accommodation setting?
171
INTERNATIONALLY RECOGNISED ACCOMMODATION BRANDS ARE LARGELY SEEN AS OF
MIDDLING IMPORTANCE FOR FUTURE TRAVELLERS TO VICTORIA FALLS.
I M P O R TA N C E O F I N T E R N AT I O N A L LY R E C O G N I S E D A C C O M M O D AT I O N B R A N D S , 2 0 2 1
Perceived importance of an internationally recognized accommodation brand, percentage, 2020-2021
KEY IMPLICATIONS
• The importance of internationally recognised

accommodation brands was of some importance for both
2021 20 20 47 13 7 respondents who already book Zimbabwe and for those
who are considering booking Zimbabwe in the future.
• For those not yet booking, it is proportionally of slightly
higher importance overall.
• Those who consider internationally recognized
accommodation brands as “very important” have
declined since 2020.
2020 21 22 31 10 14
1 - Less Important 2 3 - Somewhat Important 4 5 - Very Important
Source: Future Traveller Sentiment Report, 2022 For the accommodation preferences above, how important is an international or regional brand?
172
NATURE AND CULTURAL EXPERIENCES ARE SEEN AS GROWING IMPORTANCE FOR VISITORS
TO VICTORIA FALLS WITH A GROWING EMPHASIS ON WELLNESS AND GASTRONOMY.
P R E F E R R E D E X P E R I E NC ES S O U G H T BY T R AV E L L E RS TO V I C TOR I A FA L L S , 2 0 2 1
Perceived experiences of importance to travellers to Victoria Falls, percentage, 2020-2021

120
KEY IMPLICATIONS
100
100 94 93 • 100% of respondents believe that future travellers will be
looking to ‘connect with nature’ on their holidays in the
80
80 74
future.
65 67 67 • This is consistent with other findings around demand
shifts in the global intrepid traveller market that informed
60 53 54 53 the market segments.
39 • Cultural interaction or immersion and niche or special
40 35 35 33 interest experiences were each ranked highly by the
27 survey respondents.
20 20
20 • For respondents who do not yet book Zimbabwe, there
10
7 was proportionally higher interest in in the experiences of
gastronomy and the creative industries, indicating an
0
Connecting Cultural Soft Adventure Wellness Gastronomy Niche Special Adrenalin / Creative Conferencing Overlands
opportunity to capture new markets in future.
with Nature Interaction Activities Interest Hard Industries (art, and Events
• Both wellness and gastronomy have seen a considerable
(birding etc) Adventure fashion, music)
Activities jump in emphasis since 2020.
2021 2020
Source: Future Traveller Sentiment Report, 2022 To improve our destination over the next five years, which of these factors below should Victoria Falls address as a priority?
173
IMPROVED DIRECT ACCESS AND REDUCED VISA COSTS ARE SEEN AS IMPORTANT
DEVELOPMENTAL FACTORS FOR VICTORIA FALLS.
I M P O R TA N T D E S T I N AT I O N D E V E L O P M E N T FA C T O R S F O R V I C T O R I A FA L L S , 2 0 2 1
Perceived priority destination development factors in the next 5 years, percentage, 2020-2021
90
80 KEY IMPLICATIONS
80
73
• While 40% of International trade still feel that Victoria
70
Falls products are overpriced, 80% of respondents now
60 feel that improving the direct access to the destination is
53 an important development factor.
49
50 47
43 • The cost and process required to obtain a visa for
40 40 40 40 Zimbabwe, as well as general access is flagged as the next
40 35
31 highest requirement for improvement.
30
30 • 40% of respondents feel that the destination should
23 23
20 20 20 prioritise improving the medical and evacuation facilities
18
20
although much fewer respondents feel there is a health
10 7 and safety issue compared to 2020.
• Reduced overall destination costs as well as awareness-
0
Improved Reduce Cost, Reduce Overall Raise More Improve Improve Improve Improve Improve
raising are also seen as vital factors.
Direct Access Improve Ease Destination Awareness / Attractive Medical / Diversity of Standards and Service of Health &
of Visa Process Cost Stimulate Pricing Evacuation Product Quality of Tourist-facing Safety and
Demand Facilities Offering Experience Staff Security
2021 2020
Source: Future Traveller Sentiment Report, 2022 To improve our destination over the next five years, which of these factors below should Victoria Falls address as a priority?
174
PRIVATE VEHICLES ARE SEEN AS THE CONTINUING PREFERRED MODES OF TRANSPORT
WHILE GROUP TRANSFERS AND TOURS ARE OF GROWING IMPORTANCE.
F U T U R E P R E F E R R E D M O D E S O F T R A N S P O R T, 2 0 2 1
Perceived preferred modes of transport for Visitors to Victoria falls over the next 5 years, percentage, 2020-2021
80 KEY IMPLICATIONS
73
69
70 • In line with the need for more private or intimate
60 accommodation and experience offerings, it is predicted
60 that future travellers will prefer private vehicles over the
more traditional group or shared options.
50
• The survey reflected growth in terms of self-drives and
utilizing taxi services or exploring the destination on foot
40 36 compared with sentiments expressed in 2020 which
indicates improved confidence and greater independence
30 27 27 of travellers.
19 20 • Public transport was the least preferential mode of
20
13 transport for whilst in destination.
10 8 7
3
0
Private Vehicle & Driver Group Transfers and Self-drive / Car Rental Taxi or E-hailer On Foot Public Transport
Tours
2021 2020
Source: Future Traveller Sentiment Report, 2022 For your clients over the next five years, what will be the preferred transport method(s) within and around Victoria Falls Area?
175
THERE IS GROWING CONFIDENCE IN VICTORIA FALLS AS A DESTINATION AMONG TRAVEL
OPERATORS, REFLECTING ITS INCREASING ESTABLISHMENT AS A DESTINATION OF CHOICE.
C O N F I D E N C E I N B O O K I N G V I C T O R I A FA L L S A M O N G O P E R AT O R S , 2 0 2 1
Confidence among operators in booking clients to Victoria Falls, percentage, 2019-2021
KEY IMPLICATIONS
• In terms of confidence with booking Victoria Falls, the

2021 47 27 13 7 data show increasing confidence in Victoria Falls as a
destination between 2020 and 2021.
• Whilst the market is still not as confident as they were in
2019, the current trend points to accelerated recovery
from the impacts of the pandemic.
2020 29 23 15 15 4
2019 58 27 9 22
5 - Very Confident 4 Average 2 Not confident
Source: Future Traveller Sentiment Report, 2022 Please rate your confidence levels in booking Victoria Falls as a destination today
176
‘WE ARE VICTORIA FALLS’ IS SEEN TO HAVE CONSIDERABLY BOOSTED CONFIDENCE IN THE
DESTINATION, A MARKED JUMP SINCE 2020.
I M PA C T O F ‘ W E A R E V I C T O R I A FA L L S ’ O N I M P R O V E D C O N F I D E N C E , 2 0 2 1
Perceived impact of “We are Victoria Falls” outreach initiative on operator confidence in booking Victoria Falls,
percentage, 2019-2021
KEY IMPLICATIONS
• The survey respondents were asked to indicate to what

extent the ‘We Are Victoria Falls’ outreach initiative had
2021 53 33 7 improved their confidence in booking the destination.
• 87% of respondents feel that the We Are Victoria Falls
initiative has been impactful in maintaining or improving
confidence in the destination, an increase of 33%
confidence since 2020.
• This includes existing trade partners as well as potential
future trade partners.
2020 26 36 28 6
Very much 4 Average 2 Not at all
Source: Future Traveller Sentiment Report, 2022 To what extent is the "We Are Victoria Falls" outreach initiative improving your confidence in booking the destination?
177
ZIMBABWE TOURISM MARKET ANALYSIS
A market analysis report: markets and segments of focus and

optimal marketing budget allocation

Zimbabwe Tourism Marketing Analysis Report 2022 1

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ZIMBABWE TOURISM MARKET ANALYSIS

A market analysis report: markets and segments of focus and

With the technical assistance of:

INTRODUCTION AND Background and Context 5

Brief and Deliverable 9

SECTION 1: SITUATIONAL Impact of COVID-19 10

Insights from Key Stakeholders 13

Brief and Deliverable 23

Part 2: Key Channels 44

Brief and Deliverable 55

SECTION 3: MARKET Methodology 56

Part 1: Zimbabwe’s Global Tourism Markets Rationale 60

Methodology, Approach, and Key Factors 80

SECTION 4: INVESTMENT Budget Allocation by Source Market 83

Part 1: Offline Marketing 85

Part 2: Digital Marketing 96

Stakeholder Engagement Methodology 108

Impact of COVID-19 109

Consumer Travel Trends 114

Zimbabwe’s Tourism Landscape 125

APPENDIX Zimbabwe Connectivity and Capacity Analysis 132

TTCI Subindex Findings 145

Traveller Attitudes 150

Victoria Falls: Connectivity and Capacity Analysis 155

Victoria Falls’ Global Tourism Markets 160

BRIEF AND DELIVERABLE

BRIEF OUR DELIVERABLE

Insight Details Takeaway/ Recommendation

• Destinations will need to cognizant of emerging travel trends in order to adapt to

Insight Details Takeaway/ Recommendation

• Particularly for nature-based destinations, regenerative tourism represents a model

A lack of knowledge and non-specific Many stakeholders noted difficulties

COMMUNICATION/ TRANSPORTATION IMMIGRATION/

Closely related to its

Hotels and other businesses

Voluntourism and Community

Increasingly, visitors to the

Zimbabwe is Open Zimbabwe is Ready for

Tourism has previously been

IMPROVED EASE OF IMPROVED ENTRY SOCIAL RESPONSIBILITY BETTER COMMUNICATION

Better market eco-friendly

BRIEF AND DELIVERABLE

BRIEF OUR DELIVERABLE

DOCUMENT REVIEW DESK RESEARCH INTREPID TRAVELLER FINAL SEGMENT

Insight Details Takeaway/ Recommendation

• The 4 segments represent a spread of Zimbabwe’s key product offerings,

THE INTREPID TRAVELLER

SPIRITED CATEGORY CULTURAL CATEGORY

Mature Safari Traveller Adventure Traveller Cultural Explorer Family Traveller

• According to research conducted by Victoria Falls, the destination is seen

Safari TOURING VICTORIA FALLS CULTURAL ADVENTURE AND NIGHTLIFE

Some travellers are

Millennial FIT Travellers Older Generations Multi-Generational Travel

With increased globalization and connectivity,

Increased urbanization and media

Furthermore, these trends have only been

▪ Tourists — “getting away”; simple/uncomplicated travel; bargain, tours

Travel Habits Expectations

According to Twenty31’s research, this new

Current representation of Zimbabwe’s (national) and Victoria Fall’s traveller base: