The tourism industry is staging a strong comeback, a leading executive said, pointing to a surge in first-quarter occupancy rates in Victoria Falls — the heart of Zimbabwe’s leisure economy. The rebound signals renewed global interest in the country’s offerings, Anald Musonza (AM), head of sales and marketing at Africa Albida Tourism (AAT), told our deputy editor Shame Makoshori (SM) at the weekend. After years of subdued performance driven by economic strain and pandemic-induced disruptions, Zimbabwe’s tourism sector is entering a recovery phase, boosted by efforts to position the country as a standalone destination, rather than an extension of regional circuits anchored around South Africa and Botswana. But the recovery is unfolding within a shifting global travel environment, shaped by route disruptions, rising costs, and changing visitor flows. Makoshori sat down with Musonza in Victoria Falls on Sunday to unpack the outlook for 2026. Below are excerpts from the interview:
SM: We are receiving reports of a rebound in arrivals. Are you witnessing this in Victoria Falls, and in your hotels?
AM: I wouldn’t be able to speak with authority on national figures, as those are compiled by the Zimbabwe Tourism Authority. But based on what we are seeing here, Victoria Falls is performing well. We are currently in the 50% occupancy range, which is not typical for the low season. Normally, we would be around 30% to 40% at this time of year. As a business, we are operating in the 60% range. These are very positive numbers for the first quarter, especially considering that this is traditionally a slower period. It puts us in a healthy position, and we are hopeful that we can sustain these levels throughout the year.
SM: What factors are driving this traffic?
AM: Connectivity has improved significantly, and that is a major factor. Airlines are responding to growing demand. Fastjet, for example, has added an additional afternoon flight to Johannesburg and introduced Victoria Falls–Bulawayo flights on top of the Harare–Victoria Falls route. They are also flexible — if demand increases, they are prepared to add more capacity.
We also have Air Tanzania connecting Dar es Salaam to Victoria Falls, linking into Cape Town. Across the border in Livingstone, Proflight has added more routes, including connections to Windhoek and soon Victoria Falls to Maun. What this means is that the destination is becoming highly accessible.
Keep Reading
- Tarakinyu, Mhandu triumph at Victoria Falls marathon
- Andrea The Vocalist, dreams big
- All set for the 2022 Econet Victoria Falls Marathon
- Econet Victoria Falls Marathon return a boon for tourism
We now have what I call a “golden triangle” of access points — Victoria Falls International Airport, Livingstone International Airport, and Kasane International Airport. All of these are within close proximity to our properties, with transfer times ranging from 30 minutes to about an hour. This level of connectivity is transforming Victoria Falls into a proper international hub.
SM: Beyond logistics, what is changing in terms of Zimbabwe’s positioning as a destination?
AM: The biggest shift is that Zimbabwe is now standing on its own again as a destination. Previously, we were often marketed as an add-on to South Africa or Botswana. That is changing. We are now selling the Zimbabwean product — Hwange National Park, the Eastern Highlands, Great Zimbabwe, Matopos, Mana Pools — all of these iconic destinations. If you remember the “flame lily” days of Air Zimbabwe, tourists would fly into Harare and travel across the country — Victoria Falls, Kariba, Hwange, the Eastern Highlands. We are beginning to see a return to that model. Visitors are now taking multiple trips within Zimbabwe instead of just flying in and out of Victoria Falls. This is important because it spreads tourism revenue across the entire country.
SM: What other factors are influencing tourism this year?
AM: Positive global recognition is also playing a role. Zimbabwe has received strong endorsements internationally, and that messaging is helping reposition the country. At the same time, we are seeing growth in MICE tourism — meetings, incentives, conferences and exhibitions. This is a critical segment because it brings in high-value visitors and helps stabilise occupancy during off-peak periods.
SM: What role is the Middle East playing in global travel flows into Zimbabwe?
AM: The Middle East has become a major global aviation hub, with airlines such as Qatar, Emirates and Etihad playing a central role. Geographically, it sits at the centre of global travel routes. Travellers from Asia, Europe and even parts of Australia often pass through the Middle East. It also helps reduce travel costs by breaking long journeys into segments. However, current global disruptions mean that some routes are longer than they used to be. That has an impact on ticket prices, which in turn affects demand.
SM: How significant is this impact?
AM: It is quite significant. Longer routes increase travel costs, and that naturally reduces the number of people willing or able to travel. We are already seeing shifts in traffic patterns. For example, I was speaking to someone from Cape Town who mentioned that their tourism numbers grew by about 20%. That suggests travellers are finding alternative entry points into the region.
SM: Is Cape Town becoming a preferred alternative route in the wake of the Middle East tensions?
AM: Yes, in many cases. Southern Africa is typically marketed as a three-point circuit — Cape Town, Kruger National Park, and Victoria Falls. Travellers may start in one destination and move through the others. For us, the key is to remain accessible and position ourselves as a safe and attractive destination within that circuit.
SM: Let’s talk about source markets. How are Asia and China performing?
AM: The Asian market, particularly post-Covid-19, has not yet fully recovered. There is still a lot of work to do, especially in markets like India. However, China has shown strong signs of recovery. Last year, we recorded historic numbers at the Boma —
80 624 guests — and about 40% of those were from China. That is a significant contribution. We expect continued growth from that market, and efforts are underway to rebuild momentum in India as well.
SM: What about infrastructure — particularly the Bulawayo–Victoria Falls Road?
AM: Progress has been made, with about 50 kilometres of the 430-kilometre stretch completed. But the road remains a challenge.
It is a key access route, and its current condition affects travel times and the overall visitor experience. We are appealing to government to expedite the project because it is critical for tourism growth.
SM: Government has been reducing licence fees across sectors. Has this helped?
AM: It is a positive development. Our industry is affected by multiple licences and regulatory costs, which ultimately feed into pricing. Reducing these fees makes us more competitive regionally and allows us to attract more visitors. We would like to see continued engagement from government on this front.
SM: We are seeing expansion at your properties. What is driving this?
AM: Investment is driven by demand. Over the past two years, we have made significant upgrades to our facilities, particularly in the MICE segment. We developed the Queen Nandi conference facility, and now we are working on the Indaba facility to bring it to a similar standard and capacity. These investments are not speculative — they are based on clear demand trends. We are seeing strong growth in conferences, meetings and events, both regional and international.
We have hosted major events as a destination, including World Bank engagements, Reserve Bank governors’ meetings, and gatherings of African broadcasting organisations. These are high-value events that bring in significant traffic. MICE business is especially important because it helps fill rooms during periods when leisure travel is lower. It provides stability to the business.
SM: Beyond conferences, what else are you targeting?
AM: We are also focusing on wellness and experiential tourism. Guests are increasingly looking for holistic experiences — spa treatments, fitness programmes, yoga, and general wellness retreats. We also host weddings and other private events. Facilities such as spas, saunas and relaxation areas are becoming essential components of the offering. The idea is to create a destination where visitors can do more than just see the falls — they can relax, rejuvenate and experience a full range of activities.
SM: Final thoughts on the outlook for the year?
AM: The outlook is positive, but it is not without challenges. However, Zimbabwe is back. We are seeing renewed interest, improved connectivity, and growing confidence in the destination. If we continue to invest, improve infrastructure and maintain strong international engagement, the sector has the potential to grow even further.