THE Safari Operators Association of Zimbabwe argues that domestic tourism discussions focus too much on marketing existing offerings, rather than building high-value and more visitor experiences.
Despite celebrating growth in tourist arrivals, hotel occupancy and international marketing campaigns, SOAZ president Dr Emmanuel Fundira raised a fundamental economic question: “What exactly are tourists being given to spend money on once they arrive?”
Across the country, landowners hold hundreds of hectares of pristine land waiting for buyers, while provinces endowed with extraordinary natural landscapes boast limited bookable, revenue-generating experiences.
At the same time, investors continue to construct accommodation facilities before establishing what will generate sustainable destination demand, while hotel operators compete for the same pool of guests rather than collaborating to expand the local economic pie.
The result is a structural leak in the tourism value chain, where visitors frequent iconic viewpoints – such as those in the Eastern Highlands – take photographs, spend virtually nothing and drive away.
Dr Fundira emphasised that natural assets only become viable economic engines when they are intentionally curated, managed and commercialised.
“Waterfalls are a natural attraction,” says Dr Fundira.
“However, a professionally developed waterfall experience – complete with guided access, safe viewing facilities, local dining and community participation – becomes a real tourism business.”
He noted that the same logic applies to mountain ranges, heritage sites and cultural traditions.
A commercially curated network of mountain and cultural experiences directly supports ecosystem suppliers, including professional guides, transport operators, restaurants, local artisans and accommodation providers.
“Hotels and mushrooming BnBs are not, by themselves, a reason for a destination to exist,” Dr Fundira asserts.
“This is not an argument against destination marketing or hotel investment. It is an enhanced proposal pushing for compelling products that give people tangible reasons to travel and spend.”
He adds that Zimbabwe cannot simply market its way out of product gaps.
“Some of those gaps require imagination. Others require investment, infrastructure, commercial discipline and the courage to develop something that does not yet exist,” he notes.
The call for product innovation comes after Zimbabwe assumed the chairmanship of the Common Market for Eastern and Southern Africa (COMESA).
Dr Fundira views leadership of the regional trading bloc as a major strategic opening to position the country as a regional gateway for trade, investment and cross-border tourism development.
However, he warns against viewing regional leadership purely through the lens of diplomatic prestige.
“The true measure of success must go beyond the prestige of regional leadership,” Dr Fundira says.
“It must be reflected in tangible economic benefits, increased investment, job creation and sustainable business growth.”
To convert the COMESA chairmanship into long-term commercial gains, Dr Fundira outlined key strategic priorities for both Government and private sector leadership.
He called for the facilitation of strategic partnerships between Zimbabwean businesses and regional counterparts to spur joint ventures, technology transfer and regional value chains.
Additionally, he emphasised the need to champion multi-country tourism packages and cross-border circuits that position Zimbabwe as the primary gateway to Southern and Eastern Africa.
To support these initiatives, Dr Fundira urged stakeholders to advocate for enhanced air connectivity, streamlined visa regimes, efficient border crossings and upgraded transport links to ensure the seamless movement of tourists, goods, and investors.
Finally, he stresses the importance of actively mobilising regional and international capital into tourism infrastructure, hospitality, conservation, manufacturing and agriculture.
To realise the benefits, Dr Fundira urges that tourism be reclassified from a mere leisure activity to a strategic economic enabler – one capable of stimulating aviation, agricultural off-take, conservation finance, and foreign currency generation.
He stresses that the COMESA tenure must be backed by a clear, private-sector-driven action plan with measurable trade, investment, and visitor spend targets.
“Ultimately, the legacy of Zimbabwe’s COMESA chairmanship should not be measured by the number of conferences hosted or declarations signed,” Dr Fundira says.
“It must be measured by the enduring commercial partnerships established, investments secured, tourist arrivals generated, and livelihoods improved.”-herald
