Zimbabwe recorded an 11 percent increase in international tourist arrivals in the latest reporting period, with strong gains from Asia and Europe underscoring a gradual diversification of the country’s tourism base beyond its traditional African market, officials said on Sunday.
The latest figures show broad-based growth across all major regions, supported by expanded air connectivity, targeted international marketing campaigns, and increased participation in global tourism exhibitions aimed at repositioning Zimbabwe as a competitive long-haul destination in Southern Africa.
Africa remained Zimbabwe’s dominant source market, accounting for 287,062 arrivals during the period under review, representing a 9 percent year-on-year increase. Regional travel continues to form the backbone of Zimbabwe’s tourism sector, with neighbouring South Africa maintaining its position as the single largest source country, contributing 78,002 visitors.
Despite Africa’s continued dominance, officials say the most notable gains are emerging from outside the continent, particularly in Asia, where Zimbabwe has intensified promotional efforts in recent years.
Asian arrivals rose by 26 percent to 25,334 visitors, making it one of the fastest-growing regions for inbound tourism. China and Hong Kong emerged as the leading Asian source markets, contributing 10,366 visitors combined, a 24 percent increase compared with the previous year.
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Tourism authorities attribute the growth to strengthened diplomatic and trade ties with Asian economies, alongside expanded tourism marketing campaigns targeting China’s growing outbound travel market. Improved awareness of Zimbabwe’s natural attractions, including Victoria Falls and major national parks, has also contributed to rising interest.
Europe also delivered strong performance, with arrivals increasing by 23 percent to 37,824 visitors. Within the region, the United Kingdom and Ireland recorded a particularly sharp rebound, rising 89 percent to 13,575 visitors.
Officials and industry stakeholders link the surge in European arrivals to improving long-haul connectivity, recovery in post-pandemic travel demand, and renewed interest in African safari destinations. Zimbabwe’s positioning as a value-for-money alternative within Southern Africa’s tourism circuit has also supported growth.
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The Middle East and Oceania regions likewise posted positive gains, rising 19 percent and 17 percent respectively, reflecting what analysts describe as a broadening geographic spread of inbound travel sources.
Tourism authorities say the overall performance reflects a deliberate policy shift aimed at reducing overreliance on regional African travel and building a more resilient and diversified tourism base capable of withstanding external shocks.
The strategy includes participation in international travel fairs, bilateral tourism promotion agreements, and efforts to improve Zimbabwe’s visibility in emerging outbound markets such as China, India, and the Gulf states. Officials also point to gradual improvements in air connectivity as a key enabler of growth, making it easier for long-haul travellers to access Zimbabwe through regional hubs.
Industry stakeholders say Zimbabwe’s tourism sector continues to benefit from its strong natural and cultural assets, with Victoria Falls — one of the world’s largest waterfalls — remaining a flagship attraction, alongside national parks such as Hwange and Mana Pools, which are key drivers of safari tourism.
However, analysts caution that sustained growth will depend on continued investment in tourism infrastructure, visa facilitation, and aviation connectivity, particularly as regional competition intensifies across Southern and East Africa.
There are also calls within the industry for greater product diversification, including expanded eco-tourism, adventure tourism, and cultural heritage experiences, to extend visitor stays and increase spending per tourist.
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Despite these challenges, the latest figures suggest Zimbabwe’s tourism sector is on a gradual recovery and expansion path, with rising interest from both traditional and emerging markets.
Officials say they expect the upward trend to continue if current marketing momentum is maintained, particularly in Asia, where outbound tourism demand continues to grow rapidly alongside rising middle-class incomes.
As Zimbabwe seeks to strengthen its position in the global tourism landscape, authorities say the focus will remain on improving destination branding, enhancing visitor experience, and deepening partnerships with international travel operators to sustain long-term growth.
