10/08/2026
🇿🇼Domestic Tourism: Zimbabwe’s Next Big Tourism Frontier🇿🇼
Zimbabwe’s tourism story has traditionally focused on international visitors, Victoria Falls and safari tourism. But increasingly, the Zimbabwean traveller is becoming an important force in the tourism economy.
In 2024, Zimbabwe recorded an estimated 13.7 million domestic tourism trips, generating approximately US$428 million in receipts. This demonstrates that domestic tourism is not simply a backup market—it is already a significant contributor to the industry. Early 2026 figures also point to strong momentum, with about 2.62 million domestic trips recorded in Q1, compared with 1.94 million during the same period in 2025.
The opportunity goes far beyond the established destinations. Nyanga, Chimanimani, Great Zimbabwe, Matobo, Kariba, Gonarezhou, Hwange, Chinhoyi Caves and Zimbabwe’s many cultural and community tourism experiences offer enormous potential for affordable family holidays, adventure, heritage, wellness and weekend travel.
The real opportunity is to package Zimbabwe for Zimbabweans. Families need affordable and transparent packages, young professionals need attractive weekend experiences, schools need educational trips, while corporates, churches and social groups represent important group-travel markets.
But marketing alone will not deliver sustainable growth. Tourism operators must treat domestic travellers as a serious market, offering resident rates, flexible packages, family deals, off-peak promotions, quality service and convenient digital booking.
Government also has a critical role to play through better roads, reliable utilities, connectivity, signage and visitor facilities, while supporting tourism enterprises, improving data collection and creating stronger partnerships between ZTA, local authorities, conservation agencies and the private sector.
Most importantly, Zimbabwe must make domestic travel aspirational. Zimbabweans should see their country not simply as home, but as a destination worth discovering.
The Zimbhoo Campaign can become more than a marketing initiative it can help keep tourism revenue circulating locally, create jobs, support communities, strengthen conservation and deepen national pride.
International tourism remains vital, but a strong destination must also have a strong relationship with its own people
This holiday, the question is simple:
Which part of Zimbabwe have you not discovered yet?
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