Zimbabwe targets South African agents for Victoria Falls visits
Zimbabwe is intensifying its efforts to attract visitors from South Africa through a new tourism marketing campaign focused on travel agents. This initiative aims to boost bookings and economic returns by leveraging the influence of professionals who package international holidays.
What happened
The Zimbabwe Tourism Authority (ZTA) organized a familiarization tour for South African travel agents in Victoria Falls. This event was conducted in partnership with South African Airways and various local tourism industry players. The program provided agents with direct exposure to the resort town’s tourism products and experiences. By experiencing these offerings firsthand, the agents can better package and recommend Zimbabwe to prospective travelers in the South African market.
The primary goal of this initiative is to strengthen business relationships between South African travel agents and Zimbabwean tourism operators. The authority stated that the program helps agents gain a deeper understanding of the country’s tourism offerings. This improved knowledge is intended to promote these services to customers within the South African market. The initiative seeks to convert greater destination awareness into increased bookings, higher tourist expenditure, and improved economic returns for Zimbabwe’s tourism sector.
South Africa remains a vital source market for Zimbabwe’s tourism industry. In March 2025, Zimbabwe hosted another group of South African travel agents on a three-day familiarization tour. That earlier program included visits to hotels, a guided tour of Victoria Falls, a Zambezi River sunset cruise, game drives, and helicopter excursions. The latest effort continues this strategy of targeting travel professionals who significantly influence holiday bookings. By doing so, Zimbabwe hopes to increase its visibility among South African travelers and generate more business for local tourism operators.
What it means for travelers
South African holidaymakers have multiple air travel options to reach Victoria Falls. South African Airways lists connections between Victoria Falls and Johannesburg, Cape Town, and Durban. The airline’s involvement in the familiarization program could help strengthen links between travel agents and Zimbabwean tourism suppliers. This may result in more tailored holiday packages being offered to South African tourists.
The focus on travel agents suggests that South African travelers may see enhanced promotional materials and curated packages featuring Zimbabwean attractions. Increased visibility among travel professionals could lead to more competitive packaging of tours that include key experiences like river cruises and game drives.
Key details
- South African travel agents participated in a familiarization tour of Victoria Falls organized by the Zimbabwe Tourism Authority.
- The tour was conducted in partnership with South African Airways and local tourism industry players.
- The initiative aims to strengthen business relationships between South African agents and Zimbabwean tourism operators.
- South Africa is a significant source market for Zimbabwe’s tourism sector.
- Zimbabwe recorded 1,613,901 international tourist arrivals in 2024, a one percent increase from 2023.
- The tourism sector generated an estimated US$1.2 billion in revenue during 2024.
- South African Airways offers flights connecting Victoria Falls with Johannesburg, Cape Town, and Durban.
- Victoria Falls is a major attraction alongside Hwange National Park, Lake Kariba, Matobo National Park, and the Great Zimbabwe Monuments.
