The nation is stepping up efforts to spread tourism activity beyond Victoria Falls, with 18 European tourism agencies touring several destinations as part of a 12-day familiarisation programme ahead of the Sanganai/Hlanganani Dzimbahwe Tourism Expo 2026.
Tourism professionals from Germany, France, Portugal and Spain are visiting Harare, Great Zimbabwe, Gonarezhou, Matobo, Hwange and Victoria Falls, giving them direct exposure to the country’s diverse tourism offering.
The tour seeks to encourage European travel agencies to package Zimbabwe as a multi-destination experience rather than concentrating tourist demand around Victoria Falls.
The approach has a huge potential to widen the economic benefits of tourism by directing visitors, spending and business opportunities to destinations and communities that have traditionally received fewer international tourists.
The emergence of nine- to 21-day Zimbabwe packages in the European market is also creating an opportunity for tourists to spend more time in the country and visit several destinations during one trip.
Tourism professionals play a key role in influencing consumer travel decisions, making their first-hand experience of Zimbabwe critical to how the destination is ultimately presented to potential visitors.
By experiencing the country’s wildlife, heritage, cultural and scenic attractions themselves, the visiting agencies are expected to gain greater confidence in promoting destinations beyond the traditional Victoria Falls circuit.
The initiative comes ahead of the 19th Sanganai/Hlanganani Dzimbahwe Tourism Expo, which will be held in Masvingo from September 9 to 12.
The expo and familiarisation programme are expected to strengthen Zimbabwe’s tourism market positioning while creating opportunities for increased tourist dispersal, longer stays and higher tourism receipts.
For Zimbabwe, expanding tourism beyond established hotspots could provide a broader economic footprint, allowing more communities and tourism businesses to benefit from international visitor spending.
