Zimbabwe Strengthens Regional Tourism Ties as South African Travel Agents Explore Victoria Falls

The Consulate of Zimbabwe in Johannesburg is stepping up efforts to attract more regional visitors and strengthen its position as a leading tourism destination following a familiarisation tour that brought eight South African travel agents to the resort city.

The initiative, held from 5 to 9 November 2026, was organised by the Consulate of Zimbabwe in Johannesburg in partnership with South African Airways (SAA) and tourism industry stakeholders in Victoria Falls.

The FAM tour provided the participating agents with first-hand exposure to Victoria Falls’ diverse tourism offerings, giving them an opportunity to experience the destination’s attractions, accommodation facilities, activities and hospitality services.

The agents were selected from South African travel companies actively involved in promoting outbound travel within the Southern African Development Community (SADC) region.

The engagement is part of broader efforts to strengthen Zimbabwe’s visibility in the South African tourism market and translate destination awareness into increased bookings and tourist arrivals.

South Africa remains an important source market for Zimbabwe’s tourism industry, making stronger partnerships between the two countries’ travel trade players critical to unlocking new business opportunities.

Through collaboration with South African Airways, the initiative also sought to leverage existing air connectivity from major South African cities, including Johannesburg, Cape Town and Durban, making Victoria Falls more accessible to travellers.

Improved connectivity, combined with effective destination marketing and stronger relationships between travel agents and local tourism operators, can play a significant role in making Zimbabwe more competitive against other regional tourism destinations.

For local tourism businesses, engagements of this nature create opportunities to establish direct commercial relationships with international travel agents, showcase their products and secure a place in regional travel packages.

Beyond showcasing the natural beauty of Victoria Falls, the FAM tour highlighted the importance of allowing travel professionals to experience destinations first-hand.

When travel agents understand the experiences, accommodation options, service standards and attractions available, they are better positioned to confidently recommend and package destinations for their clients.

This is particularly important for Victoria Falls, whose tourism offering extends beyond the iconic waterfalls to include adventure tourism, wildlife experiences, cultural heritage, hospitality, meetings and events, and wider regional travel experiences.

Stronger cooperation between Zimbabwean tourism suppliers, airlines, destination marketing organisations and international travel agents can therefore help extend visitors’ stays, increase tourism spending and distribute economic benefits across the wider tourism value chain.

The initiative reinforces the importance of regional tourism cooperation in driving sustainable growth, particularly at a time when destinations are competing for travellers who have an increasing range of choices across Africa.

By strengthening partnerships with neighbouring markets, Zimbabwe can tap into established travel networks, improve destination visibility and encourage more multi-destination travel within Southern Africa.

For Victoria Falls, the benefits extend beyond increased hotel occupancy and visitor numbers. Greater tourist flows support employment, transport operators, tour companies, restaurants, curio traders, community-based enterprises and other businesses that depend on tourism.

The ultimate objective is to turn regional partnerships into lasting commercial relationships, increased travel bookings and sustained growth in tourist arrivals.

As Zimbabwe continues to position itself as a competitive regional and international tourism destination, initiatives such as the South African FAM tour demonstrate that tourism growth is not achieved by destinations working in isolation, but through collaboration, connectivity and partnerships that turn shared opportunities into shared economic value.