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Prepared By the ZTA Market Research and Product Development Division E-mail: mrpd@ztazim.co.zw Website: www.zimbabwetourism.

net

CONTENTS
DEFINITIONS GLOBAL ECONOMIC OVERVIEW GLOBAL TOURISM OVERVIEW NATIONAL ECONOMIC PERFORMANCE OVERVIEW OF THE TOURISM SECTOR IN ZIMBABWE TOURISM ECONOMIC INDICATORS ANALYSIS FOREIGN TOURIST ARRIVALS Long Term Trend in Perspective Trend of Foreign Tourist Arrivals, Africa vs. Overseas 2007 2011 Foreign Tourist Arrivals by Source Country: 2011/2010 Arrival Market Shares by Region 2011/2010 ANALYSIS OF TOURIST ARRIVALS BY SOURCE MARKET Top Ten Overseas Markets: 2011/2010 Top 10 African Markets: 2011/2010 Major Declining Global Markets: 2011/2010 PROFILE OF FOREIGN TOURISTS Purpose of Visit: 2011/2010 Mode of Transport AIRLINE STATISTICS ACCOMMODATION UTILIZATION STATISTICS Hotel Occupancy Statistics Lodge Occupancy Statistics TOURISM RECEIPTS NATIONAL PARKS & WILDLIFE STATISTICS NATIONAL MUSEUMS & MONUMENTS STATISTICS

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2 3 5 7 11 13 16 17 18 19 21 23 28 39 30 31 33 33 35 38 39 43 47 49 53

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For reasons of comparability and consistency the Zimbabwe Tourism Authority uses International definitions as given by World Tourism Organization. Some of the definitions used are:

Tourist: A visitor who stays at least one night in a collective or private accommodation in the country visited (Recommendations on Tourism Statistics UNWTO 1993). Visitor: Any person who travels to a country other than that in which he/she has his/her usual residence but outside his/her usual environment for a period not exceeding 12 months and whose main purpose of visit is other than the exercise of an activity remunerated from within the country visited (recommendations on Tourism Statistics UNWTO 1993. Same day visitor: A visitor who does not spend the night in a collective or private accommodation in the country visited. Arrivals: All data refer to arrivals and not actual number of people traveling. One person

visiting the same country several times during the year is counted each time as a new arrival. Likewise the same person visiting several countries during the same trip is counted each time as a new arrival.

ABBREVIATIONS
AAA - The highest possible rating assigned to the bonds of an issuer by credit rating agencies. ICT - Information Communication Technology. IRTS 08 - International Recommendations for Tourism Statistics 2008. ITU - International Telecommunications Union. MW Mega Watt. UAE United Arab Emirates UNWTO United Nations World Tourism Organization. USA United States of America. ZTA Zimbabwe Tourism Authority

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The world economy is estimated to have grown by 4% in 2011. Coincidentally, the global increase in arrivals matches the global economic growth in 2011. Thus the performance of tourism is to a great extent determined by the performance of the global economy, although sometimes the phenomenal growth of the tourism industry can defy this notion.

crisis into the last half of 2011 proceeding into 2012. The crisis began with the discovery that some nations such as Ireland, Portugal, Italy and Greece couldn't pay their debts and this threatened to engulf the Euro zone and other nations like USA to an

extent. This saw Europe's strongest nations using the Euro's AAA bond credit rating to borrow and spend far beyond their means in bailing out the ailing nations.

In general, all nations recorded growths which are however not as substantial as the previous year (2010). Global Economic Growth 2010 2012 (Percentage) The Advanced economies showed a slow economic growth (1.6%) with some of the bigger economies, most notably the Euro zone and the USA to an extent experiencing 3|Page The Euro zone crisis spilled over other economies as well causing a general slowdown. Developing and emerging

economies also had their growth slowed from 7.3% in 2010 to 6.4% in 2011. To an extent this was a result of the devastating natural disasters in Asia and impacts of socio-political unrest in the Middle East and

some northern parts of Africa. It is however worth to note that the economic growth in developing and emerging markets was 2 percentage points above the world average more so in the

emerging Asian markets (including China) which registered 8.2% growth.

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According to the latest UNWTO World Tourism Barometer, International tourist arrivals grew by over 4% in 2011. Growth is expected to continue in 2012 with International tourist arrivals billed to reach the milestone one billion mark later in the year.

Contrary to previous years, growth was higher in advanced economies (+5.0%) than in emerging ones (+3.8%), due largely to the strong results in Europe, and the setbacks in the Middle East and North Africa. The tourism sector is currently directly

International tourist arrivals grew by 4.4% in 2011 to a total 980 million, up from 939 million in 2010, in a year characterized by a stalled global economic recovery, major political

responsible for 5% of the worlds GDP, 6% of total exports. It employs one out of every 12 people in both advanced and emerging

economies.

Regional Trends
Europe Despite persistent economic uncertainty, tourist arrivals to Europe reached 503 million in 2011, accounting 51% of global international tourist arrivals. Central and Eastern Europe and Southern Mediterranean destinations (+8%

each) experienced the best results. Although part of the growth in Southern Mediterranean Europe resulted from a shift in traffic away from changes in the Middle East and North Africa and natural disasters in Japan. By region, Europe (+6%) was the best performer, while by sub region ranking. South-America (+10%) topped the the Middle East and North Africa, destinations in the Mediterranean also profited from improved outbound flows from markets and the such as

Scandinavia, Federation.

Germany

Russian

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Asia and the Pacific Asia and the Pacific (+6%) was up by 11 million arrivals in 2011, reaching a total of 216 million international tourists. South Asia and South-East Asia (both +9%) benefited from strong intraregional demand, while growth was

Global Prospects for 2012 UNWTO forecasts international tourism to continue growing in 2012, although at a slower rate. Arrivals are expected to increase by between 3% to 4%, reaching the historic one billion mark by the end of the year. Emerging economies will regain the lead with stronger growth in Asia and the Pacific and Africa (4% to 6%), followed by the Americas and Europe (2% to 4%). The Middle East (0% to +5%) is forecast to start to

comparatively weaker in North-East Asia (+4%) and Oceania (+0.3%), partly due to the temporary decline in the Japanese outbound market. The Americas The Americas (+4%) saw an increase of 6 million arrivals, reaching 156 million in total. South America, up by 10% for the second consecutive year, continued to lead growth. Central America and the Caribbean (both +4%) maintained the growth rates of 2010. North America, with a 3% increase, hit the 100 million tourists mark in 2011. Africa Africa maintained international arrivals at 50 million, as the gain of two million by SubSaharan destinations (+7%) was offset by the losses in North Africa (-12%). The Middle East (-8%) lost an estimated 5 million international tourist arrivals, totaling 55 million. Nevertheless, some destinations such as Saudi Arabia, Oman and the United Arab Emirates sustained steady growth.

recover part of its losses from 2011. These prospects are confirmed by the UNWTO Confidence Index and expectations are that the tourism industry will perform positively in 2012, though somewhat weaker than 2011. Governments urged to facilitate travel As destinations worldwide look to stimulate travel demand under pressing economic

conditions, UNWTO is urging governments to consider advancing travel facilitation, an area in which in spite of the great strides made so far there is still much room for progress. UNWTO advises countries to make the most of information and communication technologies in improving visa application and processing formalities, as well as the timings of visa issuance, and to analyze the possible impact of travel facilitation in increasing their tourism economies.

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Zimbabwes economy is estimated to have grown by 9.3% in 2011 with a slight increase projected to take it to 9.4% in 2012. The 2011 growth was against a backdrop of positive performance in sectors such as agriculture, mining, tourism, finance, and energy.

The projected star performance in 2012 is expected to be underpinned by further positive performance in finance, which is expected to grow by 23%, mining 15.8%, tourism 13.7%, agriculture 11.6%, manufacturing 6% and transport and communication 6%. Sectoral Analysis Tourism a The distribution, hotels and restaurant sector

According to the budgetary statement, the mining and agricultural sectors greatly

benefited from firm international commodity prices in the year 2011. Tourism
a

grew by 10.3% in 2011 with the

has seen a rapid growth of 10.3% in 2011, being higher than the growth of 0.5 in 2010. It should be noted that this can be attributed to growth in both the distribution and tourism subsectors. Success from the aggressive marketing efforts by ZTA including the re-branding of the

sector expected to increase by a further 13.7% in 2012. This places the sector as the fourth fastest growing after mining (25.8%), finance and insurance (24%) and electricity and water (12.4%).

Mining Finance and Insurance Electricity and Water Distribution, Hotels and Restaurants Agriculture Transport and Communication Manufacturing Construction Real Estate Overall Economy
Source: Ministry of Finance

Economic Growth 2010 - 2012 2011 Rank 2010 1 47% 2 0.5% 3 1.5% 4 5 6 7 8 9 0.5% 33.9% 0.1% 2.7% 1.5% 0.9% 8.1%

2011 2012 (Projected) 25.8% 15.8% 24.0% 23.0% 12.4% 4.9% 10.3% 7.4% 5.5% 3.5% 1.0% 1.0% 9.3% 13.7% 11.6% 6.0% 6.0% 1.5% 1.5% 9.4%

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destination to Zimbabwe: A World of Wonders, coupled with the self-evident reduction of internal political disharmony over the last 35 months, have seen the tourism sector continue to improve in its performance. Besides international tourism, the increased disposable income among the local residents has also seen an increase in domestic tourism throughout the country. The successful bid by Zimbabwe to co-host the 2013 United Nations World Tourism

Financial Services Over the last 3 years developments in the financial sector have been progressively upwards, with the deposit base now estimated at US$3.3 billion as of September 2011. In 2012, the deposit base is estimated to be above US$3.8 billion, of which about 80% will be available for lending. Lending to the

productive sectors grew to US$2.59 billion over the period, constituting 78.4% of total deposits. Primary beneficiaries were in the sectors of agriculture (18%), manufacturing, (20%), distribution (19%) and mining (6%). The performance of the finance and insurance sector has in part to do with high lending Mining The 2011 growth for the mining sector is estimated at 25.8%, marginally down on the initial forecast of 33%. This places mining as having been the fastest growing sector for the country in 2011. The improved output in gold, nickel, platinum and proceeds from diamonds ($122 million as of November 2011) have contributed much to this growth. In 2012, mining is anticipated to remain the major driving force behind overall economic growth despite the anticipated slower growth of 16%. Mining is expected to benefit from further private capital injections, firm international commodity prices and anticipated initiatives to minimize electricity supply interruptions. The targeted power supply of 1 600 MW in 2011 remained a challenge to achieve, as only an average of 1 105 MW was reached by close to the end of the year. 8|Page In 2012, electricity Notwithstanding targeted and oninterest rates charged by financial institutions, of about 15-30% per annum as compared to deposit interest rates of as low as 0.2% per annum. Electricity

Organisation General Assembly with Zambia, is a positive development for the country as this event will provide a strong marketing platform for the destination.

going rehabilitation programmes at Hwange, Kariba and smaller thermal power stations, inadequate power supply remains a major challenge for economic recovery. The tourism sector is by no means spared from this challenge.

output is projected at 1 244 MW, reflecting only a 4.5% growth from 2011, a far cry from the power supply levels required to drive sustainable and increased production activity. Power supply constraints remain a major noose around the economy. Uninterrupted electricity supply will, however, hinge on sustained investments transmission in power will generation require and the

Developments during the first half of the year to June 2011 indicate that overall average capacity utilization in the manufacturing sector improved to about 57.2%, compared to 43.7% in 2010. Capacity utilization in some of the higher performing sub-sectors is set to significantly improve, from current average levels of around 65%. However, capacity utilization in such subsectors as clothing, textiles and printing is set

which

contribution of all beneficiaries. However, despite these challenges, electricity and water combined increased in their

to remain poor, with levels of as low as 20% anticipated in some industries. Major factors constraining capacity utilization include low product demand, obsolete machinery

economic performance by 12.4% in 2011. Agriculture Agriculture grew at a slower rate in

susceptible to frequent breakdowns, lack of working capital and raw materials. Information Communication Technology Despite the overall growth of 5.5% for the transport and communication sector combined, Information Communication Technology

2011(7.4%) than in 2010 (33.9%). This is mainly resulting from a sluggish growth in the major crops, tobacco, maize, cotton and sugar in 2011 compared to 2010. The expected growth of the agricultural sector of 11.6% in 2012, hinges on private and public financing, as the sector requires more than US$2 billion annually to fully take advantage of its potential growth. Manufacturing Further recovery in both agriculture and mining have had positive spill over benefits for the manufacturing sector which recorded a growth of 3.5% in 2011. This trend is expected to continue with the manufacturing sector projected to register a 6% growth in 2012. 9|Page

(ICT) sub-sector remains one of the fastest growing According sub-sectors to of the the economy. International

Telecommunications Union (ITU), Zimbabwe was ranked 124 out of 152, jumping four places from the 128 it was in 2008. Concurrently, the voice penetration rate or tele-density, has improved, reaching 68% in 2011, of which mobile penetration accounted for 65%, making Zimbabwe one of the countries with the highest rates alongside South Africa, Botswana, and Mozambique.

However, the internet penetration rate at around 13% remains below the international levels of 26.6%, although above the regional average of 11%. Cumulatively, the three mobile service providers share close to 8.1 million subscribers, up from 7.7 million last year Transport Air Operational problems which have grounded the national Airline pose a great challenge to accessibility of the destination. More so, with regards to servicing of domestic routes, seeing there is no other competing airline on the domestic scene. This again cripples the competitiveness of the country as a tourist destination. Rail Rail transport is the most competitive mode of transport for bulk goods internally, and with external markets. The poor state of our rail transport system and network continues to undermine the competitiveness of

Improvements in these areas could see the sector performing better.

Inflation Developments Since the inauguration of the current Inclusive Government 3 years ago, inflation

management and oversight remains the apex of the countrys macro-economic targets, with the annual inflation which started the year at 3.5% remaining suppressed and increasing slightly to 4.2% as of October 2011. The major drivers of inflation in 2011 have been housing and rental costs, alcohol and food according to the Ministry of Finance. A sharp increase of 0.5% was recorded in food prices between August of and September duties.

following

review

import

International oil prices have been volatile and mostly on the decline from April 2011. However, there was no corresponding

movement in domestic prices reflecting this trend. The price developments in Zimbabwe to a great extent also pattern reflect between the economic Zimbabwes

Zimbabwean goods in foreign markets. Major challenges at the National Railways of Zimbabwe (NRZ) relate to run-down track, obsolete signaling systems and rolling stock. Note:

integration

economy and that of South Africa, which is a major source of imports to Zimbabwe.

a In the national accounts Distribution Hotels And Restaurants is considered as Tourism. This however includes distribution, which is less of tourism and excludes other subsectors e.g. tour operations and safari operations, hence the need for a Tourism Satellite Account (TSA) to capture the true contribution of tourism to the economy.

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Tourist Arrivals In line with the trends in Sub-Saharan Africa (7%) tourist arrivals, final results for 2011 indicate that Zimbabwe recorded an 8% increase in tourist arrivals in 2011, having risen from 2 239 165 to 2 423 280. This represents a percentage point increase above the Sub-Saharan Africa and 4 percentage points above the global average. The continued growth in arrivals shows

through the country to and from South Africa.

The market share for the overseas arrivals stood at 16% from 13% in 2010. Europe contributed the bulk of arrivals from the overseas market (44%) and the Americas came second with 24% of the market share. Asia closely follows the Americas with a 23% share of overseas arrivals into the country.

increased confidence in Zimbabwe as a tourist destination. This has been

necessitated through aggressive marketing efforts by the Zimbabwe Tourism Authority. Also by the economic recovery of the country as evidenced by the 8% economic growth in 2011, and the increased trade within the region especially considering business tourists and indirect transits

Hotel Occupancy Statistics

Average

hotel

room

occupancy

level

remained unchanged at 52%. Beitbridge, Victoria Falls and Hwange rose in their occupancy levels with the greatest increase being a four percentage growth for Victoria Falls. Hwange and Beitbridge both

Tourist Arrivals By Region 2011/10 AFRICA AMERICA ASIA EUROPE MIDDLE EAST OCEANIA TOTAL 2011 2010 Change 2 042 019 1 951 971 5% 89 756 88 782 154 303 7 201 41 219 2 423 280 69 008 49 214 125 231 4 726 39 015 2 239 165 30% 80% 23% 52% 6% 8%

registered a percentage growth each and these two resort areas have recently experienced increases in both local and domestic tourism. Other regions remained largely unchanged during the period under review.

and Nyanga recording a five, two and one percentage increases respectively. The

The average bed occupancy level rose by a percentage point from 36% to 37%. Notable increases were recorded in Kariba, Harare 11 | P a g e

increase in these regions indicates a general

increase of leisure tourists rather than business tourist who tend to use less of the available bed occupancy.

Tourism Receipts

Tourism receipts are estimated to have increased from $634 million in 2010 to $662

Declines in hotel bed occupancies were registered in Bulawayo, Masvingo, Mutare and Beitbridge with Beitbridge recording the greatest drop of 5 percentage points.

million in 2011.

Prospects for 2012

UNWTO forecasts continued growth in Lodge Occupancy Statistics international tourism in 2012 although at a slower rate. Arrivals are expected to Average Lodge room occupancy level experienced a 2% growth from 32% to 34%. Mutare/Vhumba recorded the highest increase by 3% to 4%, reaching the historic one billion mark by the end of the year. Arrivals in Africa are expected to rise by between 4% and 6%. Zimbabwe is

percentage growth of 13% followed by Hwange with 7% and Kariba 4%. The average bed occupancy level also rose by 3% from 26% to 29% with notable increases recorded Hwange in Mutare/Vhumba Nyanga (+10%), and

expected to ride on this positive trend in 2012 considering the improvement of the countrys image and the expected positive results of the new destination brand: Zimbabwe A World of Wonders.

(+9%),

(+3%)

Beitbridge (+3%).

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2007 Contribution Activities to Economy Wide

2008

2009

2010

2011

Trend

Direct Contribution to GDP (%)1

4.4

5.6

4.4

3.7

3.5

Total Contribution to GDP (%)

9.4

11.5

8.8

7.4

7.1

Contribution to Total Exports (%)

14.9

17.9

16

19.7

19.5

Tourism Receipts* US$ (Million)

365

294

523

634

662

Indigenization and Empowerment

Contribution to Employment** (%)

8.1

9.9

7.4

5.9

5.5

Percentage Indigenization

62

62

62

70

70

Note: *Based on tourist arrivals and average expenditure by source market

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**The contribution to employment refers to direct & indirect contribution

2007 Investment

2008

2009

2010

2011

Trend

Contribution to Capital Investment (%)

6.8

9.6

7.7

6.5

5.6

Foreign Direct Investment Projects

Tourist Arrivals

Tourist Arrivals

2,508,255

1,955,594

2,017,262

2,239,165

2,423,280

Average Hotel Occupancy Rates

Average Room Occupancy (%)

43

41

46

52

52

Average Bed Occupancy (%)

32

33

35

36

37

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Source: ZTA

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Trend of Foreign Tourist Arrivals: Africa vs. Overseas 2007 2011

SOURCE: Department of Immigration & Control

Overseas arrivals increased by 33% in 2011 from 287 194 to381 261 whilst those from Mainland Africa increased by 5% from 1 951 971 to 2 042 019. Mainland Africa continues to dominate having contributed 86% of the total arrivals. Arrivals from the overseas market have been steadily increasing recording an average increase of 17% annually in the past 5 years. However, the overseas arrivals have not yet reached the 592 000 recorded in 1999 when this market was at its peak.

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Foreign Tourist Arrivals by Source Country: 2011/2010


Source Country 2011 2010 %Change

AFRICA Angola Botswana DRC Egypt Ghana Kenya Lesotho Malawi Mauritius Mozambique Namibia Nigeria Seychelles South Africa Swaziland Tanzania Uganda Zambia Other Africa Total AMERICA Argentina Brazil Canada Mexico USA CARIBBEAN ISLANDS Other America Total

3 297 119 098 13 840 728 3 857 6 514 6 655 138 676 2 779 148 857 23 322 1 269 1 321 1 309 463 13 253 14 038 11 555 184 988 38 509 2 042 019 1 682 4 096 6 999 992 72 605 892 2 490 89 756

2 285 114 718 15 751 641 1 428 8 509 4 957 67 291 1 066 131 653 19 917 1 862 434 1 368 238 14 378 8 454 2 893 168 722 18 774 1 951 971 1 027 1 959 4 098 2 829 56 416 804 1 875 69 008

44% 4% -12% 14% 170% -23% 34% 106% 161% 13% 17% -32% 204% -4% -8% 66% 299% 10% 105% 5% 64% 109% 71% -65% 29% 11% 33% 30%

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Source Country ASIA China/Hong Kong India Japan Malaysia Pakistan Singapore South Korea Other Asia Total EUROPE Austria Benelux Britain & Ireland France Germany Italy Nordic Countries Portugal Spain Switzerland Other Europe Total MIDDLE EAST Iran Israel Saudi Arabia UAE Other ME countries Total OCEANIA Australia New Zealand Others Total

2011 30 549 3 499 32 784 3 452 1 245 3 662 12 258 1 333 88 782 6 245 15 927 35 913 16 232 24 300 13 806 11 714 5 482 8 144 6 925 9 615 154 303 1 228 3 838 60 503 1 572 7 201 26 833 12 008 2 378 41 219

2010 12 343 3 571 18 593 3 497 566 2 040 6 449 2 155 49 214 6 475 14 088 24 192 13 687 16 910 9 221 10 977 4 951 9 170 6 837 8 723 125 231 758 2 851 62 101 954 4 726 25 240 12 468 1 307 39 015

%Change 148% -2% 76% -1% 120% 80% 90% -38% 80% -4% 13% 48% 19% 44% 50% 7% 11% -11% 1% 10% 23% 62% 35% -3% 398% 65% 52% 6% -4% 82% 6%

GRAND TOTAL
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2 423 280

2 239 165

8%

Arrival Market Shares by Region 2011

Americas 4%

Europe 6% Middle East 0.3%

Asia 4%

Africa 84% Oceania 1.7%

Of the 2 423 280 tourist arrivals into Zimbabwe in 2011, Africa contributed 84% followed by the Europe (6%), the Americas (4%) and Asia (4%). Oceania and Middle East contributed 2% combined.

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AFRICA
Source Country
Angola Botswana DRC Egypt Ghana Kenya Lesotho Malawi Mauritius Mozambique Namibia Nigeria Seychelles South Africa Swaziland Tanzania Uganda Zambia Other Africa

2011
3 297 119 098 13 840 728 3 857 6 514 6 655 138 676 2 779 148 857 23 322 1 269 1 321 1 309 463 13 253 14 038 11 555 184 988 38 509

2010
2 285 114 718 15 751 641 1 428 8 509 4 957 67 291 1 066 131 653 19 917 1 862 434 1 368 238 14 378 8 454 2 893 168 722 18 774

Change 44% 4% -12% 14% 170% -23% 34% 106% 161% 13% 17% -32% 204% -4% -8% 66% 299% 10% 105%

Total

2 042 019

1 951 971

5%

Mainland Africa had a 5% increase in arrivals from 1 951 971 in 2010 to 2 042 019. South Africa remains the major source market in Africa with a market share of 64% of arrivals from Africa although this is a decrease from 70% in 2010. Increases from markets within the SADC region (Malawi, Mozambique, Zambia & Tanzania) can be attributed to cross border shopping trips to South Africa, these being indirect transits. Ghana and Mauritius registered exceptional percentage increases although the actual numbers are insignificant compared to other markets such as Mozambique and Malawi.

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AMERICAS
Source Country 2011 2010 Change

Argentina Brazil Canada Mexico USA CARIBBEAN ISLANDS Other America Total

1 682 4 096 6 999 992 72 605 892 2 490 89 756

1 027 1 959 4 098 2 829 56 416 804 1 875 69 008

64% 109% 71% -65% 29% 11% 33% 30%

Tourist arrivals from the Americas increased by 30% from 69 008 to 89 756 in 2011. United States of America remains Zimbabwes largest market in the Americas (81% market share) and increased by 29% during the period under review. Mexico is the only declining market for the Americas. Mexicos high figure for 2010 is attributable to the 2010 Soccer World Cup which saw an influx of Mexicans visiting Victoria Falls immediately after their team had been knocked out in the opening rounds. A notable increase has been seen for Brazil. This marks the positive fruits of ZTAs marketing in that country which resulted in a lot of positive media publicity from the Brazilian media houses and linkages with Brazilian tour operators

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ASIA
Source Country 2011 2010 Change

China/Hong Kong India Japan Malaysia Pakistan Singapore South Korea Other Asia Total

30 549 3 499 32 784 3 452 1 245 3 662 12 258 1 333 88 782

12 343 3 571 18 593 3 497 566 2 040 6 449 2 155 49 214

148% -2% 76% -1% 120% 80% 90% -38% 80%

Japan is the largest Asian source market for Zimbabwe followed China.

The Asian region recorded an 80% increase in arrivals to Zimbabwe in 2011, with China, Japan and Pakistan exhibiting exceptional performances. The increase especially for China hinges more on business visits to Zimbabwe and also the effect of the markets increased global outbound tourism performance, a trend which has been notable over the recent years. Its very encouraging to note that Japanese arrivals are continuing to rise notably because most of them love to visit the majestic Victoria Falls. More marketing efforts need to be invested in this lucrative market.

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EUROPE
Source Country 2011 2010 Change

Austria Benelux Britain & Ireland France Germany Italy Nordic Countries Portugal Spain Switzerland Other Europe Total

6 245 15 927 35 913 16 232 24 300 13 806 11 714 5 482 8 144 6 925 9 615 154 303

6 475 14 088 24 192 13 687 16 910 9 221 10 977 4 951 9 170 6 837 8 723 125 231

-4% 13% 48% 19% 44% 50% 7% 11% -11% 1% 10% 23%

Arrivals from Europe increased by 23%

Arrivals from Italy, Portugal and Ireland defied the Euro zone financial crisis (as these were among the most hit economies) showing increases, only Spain recorded a 4 percent decline in 2011 arrivals to Zimbabwe.

The United Kingdoms phenomenal rise in 2011 compared to 2010 can be attributed to Zimbabwe diasporans who have acquired official permits to live in the U.K. They tend to travel in large numbers to visit home especially during the festive season. According to IRTS arrivals are supposed to be recorded by their country of present residence rather than nationality as per passport. These Zimbabwean diasporans are therefore counted as visiting British residents (though temporary), during the period of validity of their permits. This is a deviation from the old practice where they were recorded as returning Zimbabwean residents by virtue of the nationality of their passports. The same applies to all other Zimbabwean diasporans living in other countries.

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MIDDLE EAST

Source Country

2011

2010

Change

Iran Israel Saudi Arabia UAE Other ME countries Total

1 228 3 838 60 503 1 572 7 201

758 2 851 62 101 954 4 726

62% 35% -3% 398% 65% 52%

Israel traditionally has the largest market share of arrivals from the middle east, although this fell by 8 percentage points in 2011.

Arrivals from Middle East rose by 52% from 4 726 to 7 201. This is a significant development considering the fact that the same market had declined by 53% in the previous year. Iran and UAE had significant percentage increases. This can be attributed to the marketing efforts of ZTA in the Middle East for example through the presence of ZTA at the Arabian Travel Market over recent years.

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OCEANIA

Source Country

2011

2010

Change

Australia New Zealand Others Total

26 833 12 008 2 378 41 219

25 240 12 468 1 307 39 015

6% -4% 82% 6%

Tourists from Australia increased by 6% while those from New Zealand declined by 4%.

For Oceania, Australia (65%) has the largest market share followed by New Zealand (32%).

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Top Ten Overseas Markets: 2011/ 2010

Position 1 2 3 4 5 6 7 8 9 10 USA

Country

2011 72 605 35 913 32 784 30 549 26 833 24 300 16 232 15 927 13 806 12 258

Position 1 2 3 4 5 6 7 8 9 10 USA

Country

2010 56 416 25 240 24 192 18 593 16 910 14 088 13 687 12 468 12 343 10 977

Britain & Ireland Japan China/Hong Kong Australia Germany France Benelux Italy South Korea

Australia Britain & Ireland Japan Germany Benelux France New Zealand China/ Hong Kong Nordic Countries

USA continues to lead as the major overseas source market for Zimbabwe and UK has maintained the second position since 2006. This has also been confirmed by ZTA web site visits as USA again leads. Italy and South Korea were the new entries in 2011 after falling out in 2010. The Nordic countries and New Zealand dropped out of the top 10 overseas markets for 2011.

China, Italy, South Korea, Japan and the UK rose in ranking in 2011 while Australia, Benelux, German, New Zealand and Nordic Countries dropped in their rankings.

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Top Ten African Markets: 2011/ 2010

Position 1 2

Country South Africa Zambia

2011 1 309 463

Position 1 2

Country South Africa Zambia

2010 1 368 238 168 722 131 653 114 718 67 291 19 917 15 751 14 378 8 509 8 454

184 988 3 148 857 4 138 676 5 119 098 6 23 322 7 14 038 8 13 840 9 13 253 10 11 555

3 Mozambique 4 Malawi 5 Botswana 6 Namibia 7 Tanzania 8 DRC 9 Swaziland 10 Uganda

Mozambique Botswana Malawi Namibia DRC Swaziland Kenya Tanzania

From the Mainland Africa, South Africa remained on the top position whilst Zambia and Mozambique also remained stagnant at position 2 and 3 respectively. Malawi, Tanzania and Uganda are the only markets that rose in their ranking while Kenya, Botswana, DRC, Tanzania and Swaziland fell in rankings.

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Declining Markets (Global): 2011/ 2010

Position 1 2 3 4 5 6 7 8 9 10 11 12

Country

% Decline 2011/2010
-65% -32% -23% -12% -11% -8% -4% -4% -4% -3% -2% -1%

Mexico Nigeria Kenya DRC Spain Swaziland South Africa New Zealand Austria Saudi Arabia India Malaysia

From Mainland Africa, the continued decline of arrivals from South Africa is a major concern. Research has shown that most of the self drive tourists from this market are switching to neighboring countries due to the devastating congestion which they experience at Beitbridge border post. It will be crucial if Government is to speed up efforts of implementing the new plan for the post.

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Purpose of Visit: 2011/ 2010

Purpose of Visit Business Education Shopping Holiday &VFR Other Total

2011 371 944 44 894 76 166 1 892 868 37 408 2 423 280

2010 321 306 21 656 61 977 1 827 163 7 063 2 239 165

% Change 16% 107% 23% 4% 430% 8%

SOURCE: Department of Immigration & Control

Arrivals on all purposes of visit experienced increases in 2011. From the above table it can be noticed that most of the tourist arrivals into the country were on holiday or visiting friends and relatives (78%). Most of those who visit friends and relatives are arrivals from the region. The challenge is to lure this bracket to participate in tourism activities through their local friends and relatives. Business visits increased in their share of arrivals corresponding to the increase in the countrys economic growth which was pegged at 9.3% in 2011.

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Mode of Transport

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Mode of Transport 2011 Compared to 2010

Mode of Transport Air Road Total

2011 349 673 2 073 607 2 423 280

2010 325 823 1 913 342 2 239 165

% Change 7% 8% 8%

SOURCE: Department of Immigration & Control

Market Share

Road transport remains the most popular mode of transport for tourists into the country. As such it remains imperative for the Government to prioritize repair and development of our road infrastructure, most of which is in a dilapidated state. Not much change was registered in terms of the market share. In terms of the real figures, tourist arrivals by road rose by 8% while those by air also rose by 7% despite the challenges faced by the national airline during the year.

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Monthly Percentage Market Share by Airline 2011/10


Airline South African Airways Comair Ltd South African Airlink Kenya Airways Air Zimbabwe Ethiopian Airlines Zambezi Airlines Air Botswana Air Namibia Air Malawi Taag-Angola Airline Fly Kumba Private Limited Grand Total Jan 31.3% 14.7% 10.7% 9.5% 20.5% 8.5% 1.4% 1.2% 0.2% 0.7% 0.4% 0.8% 100% Feb 50.0% 12.3% 8.2% 6.0% 15.4% 4.8% 1.3% 0.8% 0.3% 0.5% 0.4% 100% March 31.7% 16.0% 20.8% 8.0% 12.2% 7.1% 1.9% 1.0% 0.5% 0.6% 0.3% 100% April 35.0% 16.8% 11.3% 10.0% 7.3% 9.9% 6.4% 1.2% 0.9% 1.0% 0.4% 100% May 35.0% 17.5% 11.0% 9.9% 11.9% 9.7% 2.6% 1.2% 0.0% 0.8% 0.3% 100% June 34.8% 17.6% 12.3% 8.8% 12.1% 9.1% 1.5% 1.0% 1.2% 1.0% 0.6% 100% July 38.9% 18.3% 11.5% 7.7% 9.0% 7.7% 2.7% 1.2% 1.3% 1.0% 0.6% 100% Aug 40.8% 20.6% 13.2% 10.3% 0.6% 8.8% 2.1% 1.4% 1.4% 0.7% 0.3% 100% Sept 40.2% 19.3% 12.7% 10.5% 1.7% 10.4% 1.8% 1.1% 1.3% 0.7% 0.4% 100% Oct 39.7% 20.3% 11.1% 9.6% 6.2% 8.0% 1.6% 1.2% 1.5% 0.8% 0.0% 100% Nov 40.1% 20.4% 11.2% 10.4% 6.2% 8.4% 1.3% 1.3% 0.4% 0.4% 100% Dec 38.1% 19.2% 12.0% 12.5% 3.2% 11.6% 1.3% 0.8% 0.8% 0.7% 100% 2011 38.1% 17.7% 12.1% 9.4% 8.8% 8.6% 2.0% 1.2% 0.9% 0.7% 0.4% 0.1% 100% 2010 29.3% 18.4% 10.1% 7.5% 22.1% 6.8% 1.3% 1.2% 0.4% 1.0% 0.4% 1.5% 100% Change

SOURCE: Civil Aviation Authority of Zimbabwe

Challenges at the national airline severely affected the market share of the airline which dropped from 22% to just about 9% in 2011. This resulted in other airlines such as South African Airways, Kenya Airways and Ethiopian Airways taking advantage resulting in increases in their market share.

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Annual Percentage Market Share by Airline 2011/10

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Hotel Room Occupancies, 2011 Compared to 2010


Region
Harare Bulawayo Mutare/Vumba Nyanga Midlands Masvingo Kariba Hwange Victoria Falls Beitbridge

Room Capacity 2 371 785 470 244 314 190 447 293 971 275 6 360

Room Occupancy 2011


53% 47% 57% 33% 35% 49% 40% 25% 50% 63% 52%

2011
81% 92% 94% 86% 100% 96% 96% 85% 30% 94% 86% 19% 8% 6% 14% 0% 4% 4% 15% 70% 6% 14%

2010
85% 93% 100% 97% 100% 98% 90% 100% 36% 100% 90% 15% 7% 0% 3% 0% 2% 10% 0% 64% 0% 10%

2010
53% 49% 57% 33% 36% 49% 40% 24% 46% 62% 52%

Change
0% -2% 0% 0% -1% 0% 0% 1% 4% 1% 0%

Local Foreign Local Foreign

National

SOURCE: Operators through Levy & Statistical Remittance Forms

Average hotel room occupancy level remained stagnant at 52% mainly because increases recorded in some regions were nullified by decrease in other regions. Beitbridge, Victoria Falls and Hwange rose in their occupancy levels with the greatest increase being a four percentage point growth for Victoria Falls. Victoria Falls has recently experienced increases in both local and domestic tourism as the region experienced a host of activities which included the Zambezi Man Challenge, Victoria Falls International Marathon, Falls Feast and the Victoria Falls Marathon Bike Challenge. The Mountain Bike Challenge attracts over 30 nationalities as far as Finland and Ethiopia. The Victoria Falls end of year Falls Feast saw over 7000 people attending each day of the 2 day festival. The decline of accommodation capacity in Hwange due to the destruction of Detema Safari Lodge by fire also had an impact of increasing occupancy rates to other small facilities in the area. Bulawayo and Midlands fell in their room occupancy levels by two and one percentage points each during 2011.These regions require to be marketed aggressively in order for them to experience growth.

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Hotel Bed Occupancies, 2011 Compared to 2010


Region
Harare Bulawayo Mutare/Vumba Nyanga Midlands Masvingo Kariba Hwange Victoria Falls Beitbridge

Bed Capacity 4 387 1 633 881 508 596 260 834 580 1 772 484 11 935

Bed Occupancy 2011 2010 Change


42% 29% 41% 29% 30% 42% 36% 15% 39% 44% 37% 40% 32% 43% 28% 30% 43% 31% 15% 39% 49% 36% 2% -3% -2% 1% 0% -1% 5% 0% 0% -5% 1% 81% 92% 94% 86% 100% 96% 96% 85% 30% 94% 86%

2011
19% 8% 6% 14% 0% 4% 4% 15% 70% 6% 14%

2010
85% 93% 100% 97% 100% 98% 90% 100% 36% 100% 90% 15% 7% 0% 3% 0% 2% 10% 0% 64% 0% 10%

Local Foreign Local Foreign

National Average

SOURCE: Operators through Levy & Statistical Remittance Forms

The average bed occupancy level rose by a percentage point from 36% to 37%. Notable increases were recorded in Kariba, Harare and Nyanga recording a five, two and one percentage increases respectively. The increase in these regions indicates a general increase of leisure tourists rather than business tourist who generally use less of the available bed occupancy. Declines in hotel bed occupancies were registered in Bulawayo, Masvingo, Mutare and Beitbridge which had greatest drop of 5 percentage points. This indicates an increase in business travelers in Beitbridge particularly those in transit. Harare, Nyanga, Kariba, Midlands and Victoria Falls recorded increases in bed occupancies. Resort towns like Victoria Falls, Nyanga and Kariba recorded growths because tourists visited these areas throughout the year. Kariba in particular, hosted the Kariba Half Marathon and the Kariba Tiger Tournament which is one of the greatest game fishing tournaments in the world. 267 teams from South Africa, Australia, New Zealand, Zambia, Namibia, England, Canada, and the Middle East entered the 2011 event. These events boosted the bed occupancies in Kariba. Beitbridge retained high average hotel occupancies, and this is despite having fallen in the average bed occupancy levels. This stems mainly from the fact that the region has relatively low capacity (275 hotel rooms and 484beds) compared to e.g. Victoria Falls( 1159 rooms and 2089 beds) coupled with its being the busiest Southern African gateway. 41 | P a g e

Comparison of Hotel Room Occupancies by Region 2011/10

Comparison of Hotel Bed Occupancies by Region 2011/10

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Comparison of Hotel Room and Bed Capacities by Star Rating 2011/10

Share of Hotel Room and Bed Capacities by Region

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Lodge Room Occupancies, 2011 Compared 2010


Region
Harare Bulawayo Mutare/Vumba Nyanga Midlands Masvingo Kariba Hwange Victoria Falls Beitbridge National Average

Room Capacity 1 143 1 105 348 95 336 178 693 150 549 264 4 861

Room Occupancy 2011 2010 Change


33% 35% 48% 32% 53% 24% 33% 23% 28% 41% 31% 35% 35% 31% 53% 24% 29% 16% 28% 41% 32% 2% 0% 13% 1% 0% 0% 4% 7% 0% 0% 3%

2011 Local Foreign


94% 98% 100% 100% 96% 87% 100% 91% 53% 77% 6% 2% 0% 0% 4% 13% 0% 9% 47% 23%

2010 Local Foreign


96% 96% 100% 94% 98% 99% 87% 87% 11% 99% 4% 4% 0% 6% 2% 1% 13% 13% 89% 1%

35%

90%

10%

87%

13%

SOURCE: Operators through Levy & Statistical Remittance Forms

The national average lodge room occupancy level experienced a 2 percentage growth from 32% in 2010 to 34%. Mutare recorded the highest percentage growth (13%) followed by Hwange (7%) and Kariba (4%). This growth has been caused by an increase in domestic tourism as more local people are travelling for both business and leisure in the country. The increase might also have been a result of the corporate world holding conferences away from the traditional resort areas like Victoria Falls. Marginal growth was attained in the Harare region which only had a 2% growth. All the other regions remained largely unchanged.

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Average Lodge Bed Occupancies, 2011 Compared 2010


Region
Harare Bulawayo Mutare/Vumba Nyanga Midlands Masvingo Kariba Hwange Victoria Falls Beitbridge National Average

Bed Capacity 2 060 2 034 661 185 600 344 1 376 331 1 177 537 9 305

Bed Occupancy 2011 2011 2010 Change Local Foreign


29% 33% 40% 20% 44% 22% 28% 22% 24% 27% 29% 27% 33% 30% 17% 44% 20% 28% 13% 28% 24% 26% 2% 0% 10% 3% 0% 2% 0% 9% -4% 3% 3% 94% 98% 100% 100% 96% 87% 100% 91% 53% 77% 6% 2% 0% 0% 4% 13% 0% 9% 47% 23%

2010 Local Foreign


96% 96% 100% 94% 98% 99% 87% 87% 11% 99% 4% 4% 0% 6% 2% 1% 13% 13% 89% 1%

90%

10%

87%

13%

SOURCE: Operators through Levy & Statistical Remittance Forms

The average bed occupancy level rose by 3% from 26% to 29%. Notable increases were recorded in Mutare/Vumba (+10%), Hwange (+9%), Nyanga (+3%) and Beitbridge (+3%). The positive increase in these regions indicates a general increase of leisure tourists who usually travel as families or in greater numbers hence utilize greater bed occupancy. Negative growth was however experienced in the Victoria Falls region (-4%), which might have been a result of foreign tourists preferring hotels. The Midlands region still remains with the highest room and bed occupancies of 53% and 44% respectively which might indicate the strength of the region as a transit route for tourists travelling to Bulawayo and Beitbridge region. The highest positive change was in the Mutare (10%) which could have been due to an improvement in the transportation provision systems notwithstanding the increase in business due to activities related to diamond mining in this area.

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Comparison of Lodge Room Occupancies by Region 2011/10

Comparison of Lodge Bed Occupancies by Region 2011/10

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Share of Lodge Room and Bed Capacities by Region

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Tourism Receipts Trends 2001 - 2011

Tourism receipts increased by 4% from US$634 million in 2010 to US$ 664 million in 2011 as shown in the graph above. The surge in receipts in 2011 is attributed to the increase in foreign tourist arrivals and improved activities in domestic tourism. Confidence in business has totally been due to the stabilization of the economy induced by the introduction of multicurrency since 2009.

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National Parks Arrivals by Park, 2011


Arrivals Station Rainforest Chivero (S/B) Zambezi Main Camp Kyle Marongora Chipinda Pools Mana Pools Chimanimani Vumba Matusadonha Ngezi Osborne Darwendale Ewanrigg Sebakwe Mushandike Mabalauta Sinamatella Chizarira Robins TOTAL
200125 34611 33675 7685 5878 3433 3135 3077 2324 2136 1941 1867 1827 1502 1434 1409 707 660 422 43 26

% Share
64.99% 11.24% 10.94% 2.50% 1.91% 1.11% 1.02% 1.00% 0.75% 0.69% 0.63% 0.61% 0.59% 0.49% 0.47% 0.46% 0.23% 0.21% 0.14% 0.01% 0.01%

307917
SOURCE: Parks & Wildlife Management Authority

Note: All Parks and wildlife figures for 2011 are based on available figures

The Victoria Falls Rain forest is the most popular product of the National Parks. As for others, accessibility has been raised as the main challenge.

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Clientele Composition of Top Ten National Park Arrivals - 2011

SOURCE: Parks & Wildlife Management Authority

Arrival Market Share of Top Ten National Park 2011

SOURCE: Parks & Wildlife Management Authority

The rain forest being the most popular Parks and wildlife station, accounts for 65% of all arrivals from the top 10 national parks in the country. This is because this park houses one of the wonders of the world, Victoria Falls ( Mosi-OaTunya) In 2011, 72% of all the visits to the rainforest were from foreign tourists. This is second to Zambezi which had 74% foreign visits. However, in absolute terms, the rainforest had the greatest number of foreign tourists (141 479) than all other stations.

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Parks & Wildlife Lodge Occupancy* 2011/10


Station Chimanimani Chivero Darwendale Kyle Mabalauta Maincamp Mana Pools Matusadonha Mushandike Ngezi Osborne Sebakwe Vumba Zambezi National Average Parks 26% 20% 2011 3% 34% 74% 34% 16% 2% 69% 16% 4% 52% 5% 11% 16% 29% 21% 21% 28% 11% 22% 45% 15% 3% 37% 6% 13% 19% 2010 Change

Note:*Figures are based on available information from Parks & Wildlife Management Authority
SOURCE: Parks & Wildlife Management Authority

The increase in average occupancy levels for parks facilities corresponds to the increase in activities in hotels and lodges around the country in 2011.

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Arrival by Museum/Monument & Region


REGION
Southern Great Zimbabwe Total Western Natural History Museum (Bulawayo) Worlds View (Matopos) Khami Pomongwe Total Central Main Museum Mining Museum Tim Park Dhlodhlo Naletale Total Eastern Mutare Museum Ziwa Total Northern Museum of Human Science (Queen Victoria) Domboshava Chiremba Ngomakurira Total Heroes Acre Heroes Acre Total GRAND TOTAL

Arrivals
49 323 49 323 34 879 26 274 3 925 1 576 66 654 933 116 17 407 32 164 18 652 6 931 119 7 050 33 603 9 427 3 303 1 758 48 091 13 444 13 444 207 093
SOURCE: National Museums & Monuments

All the National Museums and Monuments facilities received a total of 207 093 arrivals in the year 2011 with the Western region recording the most arrivals as it has the most museums and national monuments. Great Zimbabwe is the most popular museum receiving close to 50 000 arrivals. It is vital to note that most of the arrivals into museums (59%) are on educational purpose being arranged by educational institutions like schools and colleges. 55 | P a g e

Museums & Monuments Arrival by Region 2011

The regional performance is mostly determined by the number of museums and monuments in a specific region and also by the popularity in those monuments. The Western region had the highest although it has fewer monuments than central region. This is because of the popularity of Worlds View in Matopo and Natural History Museum in Bulawayo. The southern region with only Great Zimbabwe to its list stands at the second position showing the prominence of the grand medieval palace as a prime national monument.

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Museums & Monument Arrivals by Clientele Composition


Arrivals
Great Zimbabwe National Historic Museum World's View Khami Pomongwe Main Museum Mining Museum Tim Park Dhlodhlo Naletale Mutare Museum Ziwa Museum of Human Science Domboshava Chiremba Ngomakurira Heroes Acre Total

Share

Local Foreign Local Foreign 43373 5950 88% 12% 33993 886 97% 3% 22214 4060 85% 15% 3445 480 88% 12% 1296 280 82% 18% 902 31 97% 3% 116 0 100% 0% 17407 0 100% 0% 32 0 100% 0% 144 20 88% 12% 10589 94 99% 1% 233 13 95% 5% 33430 173 99% 1% 9087 340 96% 4% 2269 1034 69% 31% 1746 12 99% 1% 13310 134 99% 1% 193586 13507 93% 7%

Visits to the national museums and monuments are mostly local with on average 7% being foreign visits. Although the highest percentage of foreign clients has been recorded for Chiremba. it is, however, worth noting that Great Zimbabwe registered the greatest number of foreign visits (5 950) followed by Worlds View (Matopos) with 4 060 visits.

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