FOR a group of buyers from the United Kingdom and France, a recent tour of Victoria Falls and Hwange National Park was more than just a getaway — it was an immersive journey of discovery.
Their exploration, filled with awe-inspiring landscapes and a rich cultural heritage, unveiled the true beauty of Zimbabwe and left an indelible mark on their hearts.
The tour, organised by the Rainbow Tourism Group (RTG), in partnership with government and the Zimbabwe Tourism Authority (ZTA), showcased the very essence of why Zimbabwe is a gem — its natural wonders, vibrant culture and warm hospitality.
For these international buyers, the dream of Zimbabwe transformed into a tangible reality, waiting to be explored and cherished.
“When you first come here you don’t know what to expect and you actually discover a lot of things like the (Victoria) Falls,” Marie Nyilinkindi, a representative of Agence MN, told businessdigest after the tour.
“Just the view — it is amazing and it is really one of the lifetime things to do. The cruise as well is brilliant; the sunset; the peaceful river, it is great.
“During the game drive, we got to see a lot of animals and that is what we are waiting for when we do a game drive. That was great. And last night (on Sunday) we went to the Victoria Falls theatre.
“And the show was brilliant. I thought that was really professional. The singers were great. And it’s also a nice thing to do when you want to do something different in the evening. It is a great discovery. I am really pleased to be here.”
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Nathalie Brun, representing French tour operator Marco Vasco, described the quad bike experience as “an absolute must”.
She said: “It was amazing, it was really fun. It was done in the middle of nature and as well in the middle of the town.
“So, it is also a different way to discover the way people here are living and not just to discover nature. We also went on a game drive, it was also very fun. We saw many elephants, buffaloes, impalas, and zebras. I really enjoyed it.
“Victoria Falls is just an amazing experience, you know, in front of the falls. The great nature. It was really amazing.”
About the food, Brun said: “The food was really good. For the first time I ate a crocodile which was a very nice experience. It is not like chicken, it is tastier. It is really very good.”
Yared Bizuneh, director-general of Africa Travel Connect, a UK-based tourism company, hailed the Victoria Falls rainforest as Zimbabwe’s “signature” attraction, emphasising its unique charm and unparalleled appeal that sets the country apart.
“It is not only the falls but the national parks, the theatre show and some of the cruise experiences that we got to see,” Bizuneh said.
He revealed that their ambitious vision is to boost Africa's tourism share to 25% by 2030, and iconic destinations like Victoria Falls were crucial to realising this dream.
Bizuneh lamented that Africa currently captures a mere 5% to 6% of global tourism, despite being home to breath-taking attractions like Victoria Falls.
“I am sincerely hopeful that having seen what I have seen we will make sure that globally, Victoria Falls, will be a direct beneficiary of such an experience,” he said.
“There are so many things to do like visiting the national parks and interacting with an extraordinary people with great hospitality and great heritage.”
The group was also treated to a captivating Boma experience, where they savoured traditional delicacies like mopane worms and kudu meat.
The evening was filled with vibrant drumming, dancing and singing, adding to the cultural immersion.
Earlier, the buyers visited a traditional village homestead, gaining valuable insight into local customs and ways of life.
Moved by their experiences, the visitors pledged to promote Zimbabwe as a standalone destination rather than an add-on to South Africa.
“I think we need to optimise distribution channels because there are only a restricted number of tour operators that are actually currently set in Zimbabwe,” Bizuneh said.
“Zimbabwe is being sold as an attachment to South Africa, but we would like to have Zimbabwe as a principal destination for people to come and travel.
“There is a scope for diversifications of distributions not only from the UK, but across Europe and the United States and Europe, Middle East, Africa and Asia-Pacific.
“And at Africa Travel Connect, we will commit to make sure that Zimbabwe gets its rightful capacity share for tourism."
Samantha Miller of UK-based Earth Trip echoed these sentiments.
“I think now that I have been here and experienced it and seen it all, it is going to be a lot easier when I get home to sell it,” Miller said.
“Even seeing the hotels and just seeing where everything is, how close everything is, how easy it is and how friendly the people are. It definitely helps.”
Brun also pledged to promote the quad biking adventure as a unique addition to Zimbabwe’s tourism offerings.
“We already sell Victoria Falls; I mean all the destinations, but only for three nights. And sometimes we are looking for new experiences for the clients because they only go and see the falls,” she explained.
“Now I will be able to share that quad bike is a very nice experience. That you can do even game drives because usually it’s an extension from South Africa. Botswana is also like a game drive.
“We can also do a game drive as well here in Victoria Falls. And also the sunset cruise, which was a very quiet experience.
“So, when you have a hectic day, like walking three hours to see the falls and you did a game drive, I think it is a very cool experience to do it at the end of the day, look at your nature, the crocodiles, hippos and just relax on the boat.
“And to see the sunset which is amazing with a very red colour.”
According to ZTA, European tourist arrivals to Zimbabwe surged by 62% in the first quarter of 2024, with 47 064 visitors — a sign of growing interest in the destination.
The RTG-organised tour was part of a broader effort to strengthen business ties and promote Zimbabwe’s tourism industry.
Pride Khumbula, RTG’s corporate affairs and quality manager, said the initiative benefited the entire tourism value chain, with the international buyers engaging with various service providers during their visit.
She also said the tour represented a significant step in strengthening business ties between the Ministry of Tourism and Hospitality Industry, ZTA and RTG with key partners from the UK and France.
“We are committed to fostering long-term relationships that enhance the value proposition for European travellers, offering them unique and sustainable travel experiences in Zimbabwe,” she said in a statement.
Throughout the tour, RTG showcased its premium properties, including the A’Zambezi River Lodge and Victoria Falls Rainbow Hotel.
Their tour operations subsidiary, Heritage Expeditions Africa (HExA), handled transfers, game drives, and activities in collaboration with other local operators.
The tour also served as a precursor to the highly anticipated Sanganai/Hlanganani World Tourism Expo, currently underway in Bulawayo.
This annual event is designed to promote Zimbabwe’s tourism sector and showcase its diverse offerings to the global market.
As the tour concluded, the buyers from the UK and France joined other international visitors at the expo, forming a united group of global travellers eager to continue exploring Zimbabwe’s hidden gems and unforgettable experiences.
