The country has been urged to come up with creative measures to promote its tourist arrivals.
This came out during a roll out meeting of the 2015-16 Visitors Exit Survey Report which indicated that the country saw three quarters of the tourists being repeat visitors.
38 680 visitors were randomly selected for the survey at the country’s seven border posts and the Harare International Airport, Victoria Falls International Airport and the Joshua Mqabuko Nkomo International Airport.
44 percent of the visitors have gone on to visit either South Africa, Botswana and Mozambique, among other regional competitors, with indications that 31 percent of them were visiting friends and relatives, while 29.5 percent were in transit and only 18.2 percent in the country for holiday.
It has however come as a disappointment that the majority of these visitors were not using registered commercial accommodation but mainly homes of friends and relatives while others are believed to have made use of unregistered lodges, something that Zimbabwe Tourism Authority (ZTA) Executive Director for Planning, Research and Development, Mrs Sophie Zirebwa said did not benefit the country.
96 percent of the visitors to Zimbabwe between June 2015 and June 2016 indicated that they would visit the country again, and 95 percent of them revealed their intentions to recommend other people to visit the country compared to 4 percent that opted otherwise.
The research findings revealed a great need for a re-focus by tourism players as trends indicated that internal connectivity was crucial if all tourist attractions in the country were to get large volumes of visitors.
Currently, Harare leads the distribution list of visitors by places followed by Victoria Falls, Bulawayo, Vumba and Masvingo, while attractions like Gonarezhou, Chimanimani and Mana Pools are lagging behind, something that has been largely attributed to the unavailability of connecting transportation among these centres.