Zimbabwe targets South African tourists in fresh Victoria Falls tourism drive
· The South African
Zimbabwe is stepping up efforts to attract more holidaymakers from neighbouring South Africa through a tourism marketing initiative targeting travel agents who sell international holiday packages.
The Zimbabwe Tourism Authority (ZTA) said South African travel agents recently participated in a familiarisation (FAM) tour of Victoria Falls, organised in partnership with South African Airways (SAA) and local tourism industry players.
Visit betsport.cv for more information.
The programme gave the agents first-hand exposure to the resort town’s tourism products and experiences, which they can use to package and recommend Zimbabwe to prospective travellers.
Zimbabwe strengthens tourism ties with South Africa
According to the ZTA, the initiative aims to strengthen business relationships between South African travel agents and Zimbabwean tourism operators.
The authority said the programme would help agents better understand the country’s tourism offerings and promote them to customers in the South African market.
The initiative also seeks to turn greater destination awareness into increased bookings, tourist expenditure and economic returns for Zimbabwe’s tourism industry.
South Africa is an important source market for Zimbabwe’s tourism sector.
In March 2025, The Herald reported that Zimbabwe had hosted another group of South African travel agents on a three-day familiarisation tour of Victoria Falls.
The earlier programme included visits to hotels, a guided tour of Victoria Falls, a Zambezi River sunset cruise, game drives and helicopter excursions.
South Africa remains an important tourism market
Zimbabwe’s tourism industry continues to attract international visitors, with South Africa playing a significant role in regional travel.
According to figures from the Zimbabwe Tourism Authority cited by the United States International Trade Administration, the country recorded 1,613,901 international tourist arrivals in 2024, compared with 1,602,781 in 2023.
This represented a one percent increase in international arrivals.
The tourism sector generated an estimated US$1.2 billion (approximately R19.86 billion) in revenue during 2024, highlighting its contribution to the country’s economy.
Meanwhile, SAA’s route information lists Victoria Falls connections with Johannesburg, Cape Town and Durban, giving South African holidaymakers several air travel options.
The airline’s involvement in the latest familiarisation programme could help strengthen links between travel agents and Zimbabwean tourism suppliers.
Victoria Falls remains one of Zimbabwe’s major attractions, alongside Hwange National Park, Lake Kariba, Matobo National Park and the Great Zimbabwe Monuments.
By targeting travel professionals who influence holiday bookings, Zimbabwe hopes to increase its visibility among South African travellers and generate more business for local tourism operators.