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0 By Calvin Manika
SINCE the advent of COVID 19, the tourism industry in Zimbabwe was severely affected as new arrivals of international tourists receded, only until the end of 2021 when COVID 19 related lockdowns were uplifted.
Many players in the Zimbabwe’s tourism industry due to dependence on foreign visitors, at one time could not sustain their operations and maintain the workforce.
Findings by The Entrepreneurial Magazine reveals that, Zimbabweans seldom support domestic tourism. But, other players say, the costs are high and they hinder locals from visiting the places in their areas and around the country.
“If you look for example, the entrance fee at Victoria Falls is US$7 which is the pegged figure even one is using local currency. The fee is high given the scarcity of money among the people. It will be not surprising that, people residing in Victoria Falls, some have not seen the waterfalls. The situation resonates among many places and regions in Zimbabwe,” said Tichaona Marufu of Wild Track Safaris.
During the peak of COVID 19 foreigners were not allowed to visit as the country was under lockdown. However, at various intervals, locals were allowed to travel, which was an opportunity for the tourism industry to survive. But, due to lack of knowledge by locals and importance of their contribution to domestic tourism, the activities remained low.
Calls to promote domestic tourism have been raised in various quarters especially in the post-COVID 19 era, where the industry learnt many lessons which include the promotion of local investors to invest in domestic tourism industry.
Domestic tourism ranges from a few moments taken by local people to enjoy what is available within their local community contributing to what referred to as the tourist gaze concept. They can also be daylong trips. Other domestic tourists take short-term trips of 1 to 3 days whilst others take long domestic trips of at least 4 days travelling varying distances.
Globally domestic tourism is high contributing an average of 75% to the global tourism market.Local players say, it is important for the locals to invest in domestic tourism as they can package the services from a local experience perspective.
“This is a window opportunity for Zimbabweans to invest in tourism, some of them, already they have land. It’s not about dams and hotels only. People can invest in cultural sites, outing venues, state of art guest houses and game reserves.
“Some Zimbabweans are doing their best. But they are few. We need more and this makes some of these services cheaper to our people,” said Marufu.
Marufu added that, unlike in the past where travelling was restricted and associated with foreigners especially those from the west, these days there is a notable paradigm shift where an increasing number of local people are participating in tourism.
But, In Zimbabwe people needs an awareness.Over the past years, tourism participation has grown from being a luxury to a basic need that every human should enjoy. In developed countries, various mechanisms have been implemented to help local people to actively participate in tourism first as domestic tourists and later as international tourists.
In developing countries, domestic tourism has been overlooked leading to it being underdeveloped and under-researched. World renowned tourism destination countries such as France, Greece, Italy and Spain had high domestic tourism participation. In Africa, countries such as South Africa, Kenya, Rwanda, Nigeria and Tanzania have made strides to account for their domestic tourism.
Tourism research in Zimbabwe is still in its infancy with the few studies available focusing on branding, tourism challenges, tourism development; government role in tourism development, tourism marketing and policy effects on tourism.
A researcher and wildlife conservation advocate Petronella Sibindi said, Zimbabwe is not ready to rely on domestic tourism.
“Most Zimbabweans are low-income earners that cannot economically support tourism in Zimbabwe. Whilst the economic value of domestic tourism remains critical one does not need a lot of money to be a domestic tourist. It is equally important to note that domestic tourists’ despite being low spenders are critical for the discovery and eventual development of destinations,” said Sibindi.
Sibindi added that, there is little known information about domestic tourism in Zimbabwe. Domestic tourism remains vital as it brings many advantages.
Minister Mutsvangwa announced the launch of the ZimBho campaign in 2020, which was instrumental in shaping the domestic tourism and increased domestic entries into national parks to 251 088 in 2021 compared to 173 714 in 2020.
Tourism players say, a number of positive contributions portray domestic tourism as a vital dimension upon which to attain sustainable tourism development which include destination exposition, destination appreciation and economic development.
“Domestic tourists act as information rich, well-researched and travelled unofficial information bureaus to potential tourists both domestic and international. They provide informal information through word of mouth and personal experiences that is not regulated, not packaged, free, available anywhere and anytime to both active and potential tourists,” said Sibindi.
