dyton mupawaenda
Business Reporter
HOTELS and lodges in major resort centres are “very busy”, with the occupancy rate at over 65 percent and on course to reach 100 percent during the festive season holidays, the Tourism Business Council of Zimbabwe (TBCZ) has said.
Following the Covid-19 pandemic, which restricted travel from traditional international source markets between 2020 and 2022, the Government, through the Zimbabwe Tourism Authority (ZTA), last year launched the festive season tourism campaign dubbed “ZimBho-Uripi”, which was used as a springboard for recovery of the sector.
The campaign fosters economic growth by encouraging locals and Zimbabweans in the diaspora to travel within the country and get a feel of major resort centres during the festive season.
Zimbabwe’s major resort centres include the Victoria Falls, Great Zimbabwe, Gonarezhou National Park, Hwange National Park, Lake Kariba, Nyanga Mountains and Vumba Mountains.
In an interview, TBCZ chief executive officer Mr Paul Matamisa said players in the tourism and hospitality industry are currently busy running promotions to market the resort centres and improve the occupancy rate during the festive season holidays.
“Major resort centres are very busy for the festive season and some of them are busier than ever before because of various marketing initiatives,” he said.
“We expect visitors at various resort centres like Victoria Falls, Kariba, Nyanga and Masvingo to peak during the festive season holiday because of the marketing initiatives by players in the tourism and hospitality industry.
“In terms of percentages, we can’t talk of 100 percent at this time when we are still doing the promotions. So far, most of the hotels and lodges in the resort centres are sitting at 65 percent occupancy rate. By the time we reach the festive season holidays, we anticipate 100 percent occupancy rate.”
The marketing initiatives being undertaken by players in the tourism and hospitality sector ahead of the festive season holidays include special offers and packages (discounted rates on accommodation, tours and activities); travel agent partnerships, where agents partner to offer exclusive packages and promotions; and loyalty programmes, where repeat visitors are offered incentives such as discounts or exclusive packages.
In the corresponding period last year, major hotels and lodges in resort centres across the country achieved a 60 percent occupancy rate.
TBCZ president Mr Clive Chinwada recently told this publication that traditionally, the number of visits to tourist destinations rises significantly during the festive season, especially on Christmas holidays, with 90 percent of the visitors being locals.
“What we have observed over the years is that, generally, our tourist destinations will always fill up, especially during Christmas itself. We are, however, aware that there has been pressure on households from an economic point of view as a result of the drought and other factors.
“We are of the view that this may result in reduced lengths of stay, as history would demonstrate,” he said.
Tourism is one of Zimbabwe’s key sectors expected to drive the country’s economic turnaround.
Against this background, the Government has posted significant milestones in implementing the National Tourism Recovery and Growth Strategy.
The strategy has seen Zimbabwe surpassing the US$5 billion tourism economy initially projected to be attained by next year.
The plan is anchored in the country’s vision to be a prime international tourist destination based on the judicious and sustainable exploitation of unique assets of nature, culture, heritage and the built environment.
The strategy is informed by the Government’s Vision 2030, which is aimed at transforming Zimbabwe into an upper middle-income society characterised by increased investment, decent jobs and a populace free from poverty and corruption.
Currently, TBCZ is working on ensuring that the country becomes the destination of choice for regional and international tourists. This is meant to help improve the tourism industry’s contribution to Zimbabwe’s economy.
The tourism sector, according to the latest world travel market report released by the Zimbabwe Investment and Development Agency (ZIDA), was estimated to have contributed 1,7 percent to economic growth last
year. The trend is anticipated to continue this year.
Last year, the average hotel room occupancy rate improved to 47 percent from 43 percent in 2022. ZIDA said estimated revenue from domestic tourism rose by 4,7 percent from US$12,6 million recorded in 2022 to US$13,2 million last year.
The above local statistics were achieved after the tourism sector took a dip during the period of the Covid-19 pandemic (2020-2022).
Online Reporter
Wenslus Murape
