The positive outlook in the tourism sector provides hope for the country to derive quick wins from this industry.
However, pricing regime on tourism products has rendered the country an expensive destination compared to other regional markets.
Over the last 5 years, Zimbabwe has embarked on a number of promotional and marketing strategies to highlight the product portfolios in the country.
Discounts on some hotel facilities have managed to attract significant uptake for the domestic tourist, but that is as much as it has done for the local market which has maximised on the reduced rates.
For the international visitor, the impractical prices on accommodation, transport fares and facilities have stalled the attractiveness of this industry, while pulling back on the overall performance of the industry.
This has resulted in tourists coming into Zimbabwe not spending nights in local facilities, opting for neighbouring Zambia or South Africa.
While it is laudable that the country recorded positives in arrivals largely from mainland Africa, the disparity on occupancy statistics when compared to arrivals show the gaps that require attention.
Added to this are restrictions on rebates which industry feels should be urgently addressed.
Under-marketing of equally attractive products such as the beach in Binga, Chilojo Cliffs in Gonarezhou National Park and the Chimanimani mountains, among others, is another key issue requiring attention from relevant authorities.
Robust marketing strategies to other source markets is what is needed to ensure that the industry meets its growth projection of 10 percent in arrivals this year.