Domestic tourists have called for aggressive marketing to lure more holidaymakers and a review of the country’s tourism products pricing regime to make the services affordable to locals.

The country, which is on a drive to lure more domestic tourists, has been reminded of the need to address the tourism products pricing regime which has made it difficult for most locals to visit the country’s premier tourists destination.

Domestic tourists who were in the resort town of Victoria Falls recently said it is critical that the country addresses the cost drivers and make the tourism products and services more affordable.

As part of recommendations, the responsible government agencies have been urged to ensure aggressive marketing to lure the domestic tourists.

Tourism operators’ representative bodies have in the past argued that the cost of doing business is still prohibitive and makes it difficult for tourism operators to find ways of keeping their prices competitive.