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The Domestic Tourism Festive Season Campaign, initiated by the Ministry of Tourism and Hospitality Industry in collaboration with the Zimbabwe Tourism Authority (ZTA), managed to promote local tourism and enhance the festive season experience for both locals and the diaspora. Simultaneously, the Meet and Greet Campaign at selected ports of entry sought to warmly welcome visitors, disseminate information, and create awareness about domestic products.
This was revealed in Harare today by Hon Barbra Rwodza, the Minister of Tourism and Hospitality Industry at a meeting with the media and tourism sector players.
Hon Rwodzi said the primary objectives of the campaigns were to encourage domestic travel, promote local tourism attractions, nurture a travel culture, and boost the tourism economy. Additionally, the Meet and Greet Campaign aimed to enhance the arrival experience for visitors and raise awareness about available holiday packages.
The Domestic Tourism Festive Season Campaign showcased a vibrant tapestry of attendance, providing a shaded insight into the diverse provinces of Zimbabwe. The launch event drew an estimated attendance of 28,000 individuals, symbolizing a collective eagerness among Zimbabweans to explore and celebrate the rich cultural and natural heritage of their homeland. Below is a summary of the estimated attendees at the campaign launches in the various provinces around the country.
The provinces resonated with enthusiasm, with Manicaland leading the charge with an impressive turnout of 11,500 attendees. These also included attendees to the Save Beach Jamboree. Midlands followed suit, contributing significantly to the festive spirit with an attendance of 4,000. Mashonaland East, Mashonaland West, and Matabeleland South each attracted 3,000, 2,000, and 1,500 participants, respectively.
Masvingo, Mashonaland Central, and Matabeleland North each played their part, fostering a sense of unity and shared celebration with attendances of 1,400, 1,300, and 1,300, respectively. The capital city, Harare, and the cultural hub, Bulawayo, brought their distinctive charm to the festivities with attendances of 1,200 and 800, respectively.
The collective attendance figure of 28,000 resonates not only as a numerical success but also underscores the nationwide engagement with the campaign’s mission to promote domestic tourism.
Meet and Greet Campaign
Vehicle Traffic Entries during the Festive Season
The vehicle traffic entries during the festive season provide a comprehensive snapshot of visitor influx at selected ports of entry. A meticulous analysis of vehicle traffic entries from December 21 to January 2 reveals a consistent ebb and flow of buses and motor vehicles, culminating in an amalgamated total of 22,783 entries. The egresses and convergences at these entry points – Beitbridge, Forbes, Chirundu, Nyamapanda, Plumtree, and Kazungula – collectively narrate a story of travellers journeying with anticipation and eagerness, greeted by the warmth and efficiency of the Meet and Greet teams.
Below is a trend in entries by the various vehicle types.
Visitor Entries by Port of Entry
Entries By Port of entry (21 December – 2 January)
| Entries | |
| Border Posts | |
| Kazungula | 6,125 |
| Chirundu | 13,605 |
| Nyamapanda | 13,017 |
| Forbes | 9,995 |
| Plumtree | 20,522 |
| Beitbridge | 124,149 |
| Airports* | |
| Robert Gabriel Mugabe | 145,954 |
| Victoria Falls | 8,617 |
| JM Nkomo | 14,471 |
| Kariba | 30 |
| Charles Prince | 124 |
| Buffalo Range | 201 |
Beitbridge, by its nature as the major port of entry in the country had the highest number of entries as indicated above, with most of the entries being recorded from the 21st to the 23rd of December. Below is the trend in entries through Beitbridge.
These figures not only denote the accessibility of diverse entry points but also underscore the need for continued collaborative efforts of the Ministry of Tourism and Hospitality Industry, Department of Immigration, ZIMRA, ZTA, ports authorities and various agencies in creating an environment conducive to a positive arrival experience.
4.3 Airline Passenger Statistics (December 2023)
Examining the airline passenger statistics for December 2023 serves as a barometer for the nation’s connectivity and airline performance during the festive month. The dynamic interplay between international and domestic passengers at Robert Gabriel Mugabe, Victoria Falls, J.M. Nkomo, Kariba, Hwange, Charles Prince, Buffalo Range, and Masvingo airports reveals a nuanced narrative. International passengers contribute significantly to the cosmopolitan character of these airports, while domestic travellers underscore the blossoming interest in exploring Zimbabwe’s internal landscapes. Below is
Airline Passenger Statistics – All Airports (December 2023)
Source: Civil Aviation Authority of Zimbabwe (CAAZ)
Patronage at Picnic Sites and Activities
A rendezvous with nature at picnic sites and various activities unfolded as a cherished pastime for Zimbabweans during the festive season. The patronage at these sites, totalling over 117,997 individuals, unveils an overarching inclination toward embracing the outdoors. The spread across some of these places in Bulawayo, Harare, Mashonaland Central, Mashonaland East, Mashonaland West, Masvingo, Manicaland, Matabeleland North, and Midlands reflects a nationwide engagement with recreational spaces. Below are some of the figures based on available statistics.
| Province | Number of Patrons |
| Bulawayo | 12,266 |
| Harare | 26,452 |
| Mashonaland Central | 11,149 |
| Mashonaland East | 8,208 |
| Mashonaland West | 6,267 |
| Masvingo | 31,466 |
| Manicaland | 3,946 |
| Matabeleland North | 7,456 |
| Midlands | 10,787 |
Visits to Parks, Museums, and Monuments
The allure of Zimbabwe’s natural and historical treasures echoed in the visits to parks, museums, and monuments. From the rugged terrains of Matopos National Park to the cultural tapestry of the National Railways Museum, and the majestic Great Zimbabwe Monuments, the visitor statistics unveil an intimate communion with the nation’s heritage. Below are some of the figures from some of the attractions. The figures, while indicative, underscore the commitment of Zimbabweans to explore and cherish their historical and natural wonders.
Visits to Parks, Museums and Monuments (based on available data)
| Location | Park/Museum | Totals |
| Matabeleland South | Matopos National Park | 5,092 |
| Bulawayo | Tshabalala Game Sanctuary | 1,104 |
| National Railways Museum | 220 | |
| Masvingo | Great Zimbabwe Monuments | 4,347 |
| Gonarezhou | 581 | |
| Sikato Lion Enclosure | 948 | |
| Matabeleland North | Rainforest | 19,159 |
| Mashonaland West | Kariba Dam Wall | 1,828 |
| Chinhoyi Caves | 5,658 | |
| Manicaland | Nyanga National Park | 7,290 |
| TOTAL* | 46,227 |
Festivals
Some of the Festivals which were attended during the festive season were such as the Kadoma Festival which attracted an estimated number of 4000, the Cookout Festival with 5000, Lake Harvest Bash with 3000, Bindura Arts Festival in Shamva with 1500 to mention a few.
Trend in Festive Season Occupancies in Resort Areas
The festive season performance is mostly noticeable in resort areas as most travellers move from cities to these areas for holidays. An exploration of the festive season occupancies in resort areas reveals an intriguing narrative. Victoria Falls, with a consistent average occupancy of 60%, stands as a testament to its perennial allure. The juxtaposition of this against the resort area average of 44% paints a vivid picture of the destination’s magnetic appeal. The daily average occupancy trends below also reveal how Victoria Falls performed above other resort regions during the festive season.
Average Occupancy for Resort Areas – 2023/22
| Average Room Occupancies | Clientele Mix | ||||
| 2023 | 2022 | % Pt Change | Local | Foreign | |
| Victoria Falls | 60% | 56% | 4 | 81% | 19% |
| Kariba | 34% | 45% | -11 | 100% | 0% |
| Eastern Highlands | 42% | 46% | -4 | 93% | 7% |
Domestic clientele was the most frequent in the resort areas this festive season. Interestingly this was also the case in Victoria Falls whose hotels are often frequented by foreign clientele.
4.8 Table of some resorts which were visited.
| Location | Venue | 25 Dec 2023 | 26 Dec 2023 | 31 Dec 2023 | 01 Jan 2024 | Total |
| Bulawayo | Hillside Dams | 2 062 | 240 | 280 | 1 876 | 4458 |
| Harare | Lake Chivero | 2 500 | 800 | 1 500 | 900 | 5700 |
| Mashonaland Central | Mazoe Dam Resort | 3 250 | 1 022 | 325 | 1 273 | 5870 |
| Mashonaland East | Kumusha Resort | 800 | 850 | 670 | 500 | 2820 |
| Mashonaland west | Mt Hampden | 2 179 | 223 | 146 | 526 | 3074 |
| Masvingo | Caravan Park | 3 800 | 2 500 | 3 500 | 3 000 | 12800 |
| Tugwi Mukosi | 1 622 | 431 | 101 | 964 | 3118 | |
| Manicaland | Eastern Adventures-Vumba | 500 | 250 | 100 | 300 | 1150 |
| Midlands | Palawani Resort-Zvishavane | 864 | 60 | 685 | 697 | 2306 |
| Whitewaters Village Escape | 3 884 | 376 | 44 | 120 | 4424 | |
| Totals | 45720 |
Conclusion
The campaigns were highly successful in achieving their objectives. The Domestic Tourism Festive Season Campaign generated substantial attendance across provinces, showcasing the interest and engagement of the local population. The Meet and Greet Campaign efficiently facilitated visitor arrivals and disseminated crucial information. The statistics reveal a positive trend in domestic tourism during the festive season, indicating the effectiveness of the collaborative efforts between the Ministry of Tourism and Hospitality Industry, ZTA, and other stakeholders. The high occupancies in resort areas, particularly in Victoria Falls, reflect a growing interest in local travel destinations. Overall, these campaigns have contributed significantly to the promotion and growth of domestic tourism in Zimbabwe.