Zimbabwe’s efforts to strengthen its presence in the European tourism market are gaining momentum, with 18 tourism agencies from Germany, France, Portugal and Spain undertaking a 12-day familiarisation tour of the country ahead of the Sanganai/Hlanganani Dzimbahwe Tourism Expo 2026.
The tour is exposing European tourism professionals to Zimbabwe’s diverse tourism attractions, taking them through Harare, Great Zimbabwe, Gonarezhou, Matobo, Hwange and Victoria Falls.
The initiative is aimed at giving travel professionals first-hand experience of the country’s tourism products so they can develop and market comprehensive Zimbabwe packages to European travellers.
Tourism stakeholders are saying that the growing development of nine- to 21-day Zimbabwe packages in the European market reflects increasing confidence in the destination and could help drive longer tourist stays and higher tourism receipts.
Rather than positioning Zimbabwe solely around Victoria Falls, the familiarisation programme is introducing tourism agencies to a broader range of cultural, historical, wildlife and heritage experiences available across the country.
First-hand exposure is expected to strengthen the ability of European tourism professionals to sell Zimbabwe with greater authenticity and confidence, while encouraging travellers to explore multiple destinations during a single visit.
The programme comes as Zimbabwe prepares to host the 19th edition of the Sanganai/Hlanganani Dzimbahwe Tourism Expo in Masvingo from September 9 to 12.
The expo is expected to provide further opportunities for Zimbabwean tourism operators to engage international buyers and build partnerships that can translate into increased arrivals and tourism revenue.
The country is increasingly positioning itself as a multi-destination tourism destination, with initiatives such as the familiarisation tour seeking to turn international market interest into longer stays and broader consumption of Zimbabwe’s tourism products.
