A Critical Analysis A Critical Analysis of the Impact of Zimbabwe’s Domestic Tourism Promotion and Growth Strategy on Domestic Tourism Performance: The Case of the ZIMBHO Campaign

Abstract

The tourism sector in Zimbabwe contributes significantly to the country’s Gross Domestic Product. It comes third after mining and agriculture. However, tourism performance in Zimbabwe is largely anchored on international tourist arrivals and expenditure. Whilst Zimbabwe possesses abundant natural attractions, its domestic tourism is performing below its potential. In order to improve the performance of domestic tourism in Zimbabwe, the Zimbabwe Tourism Authority embarked on a domestic tourism promotion and growth campaign called ‘ZIMBHO’. The ZIMBHO campaign was launched in 2020 as a way to improve domestic tourism performance of the nation and drive economic growth. However, stakeholders’ perceptions on the impact of the ZIMBHO campaign on the performance of the domestic tourism in Zimbabwe have not been fully explored. This study therefore explored stakeholders’ perceptions of the impact of the ZIMBHO campaign on the performance of domestic tourism in Zimbabwe. The study was carried out in Kariba resort town. Specifically, the study sought  to establish the stakeholders’ perceptions of  the performance of domestic tourism in Kariba before the launch of the ZIMBHO campaign; establish the stakeholders’ perceptions of  the performance of domestic tourism in Kariba after the launch of the ZIMBHO campaign; assess the challenges faced by the stakeholders in implementing the objectives of the ZIMBHO  campaign in Kariba and suggest strategies for optimizing the contribution of the ZIMBHO campaign to the performance of domestic tourism in Zimbabwe. This study employed qualitative research methodology, through the use of structured interviews and observations to collect data from a sample size of twenty purposefully chosen respondents. The population of the study comprised of domestic tourists, tourism and hospitality operators and Ministry of Tourism and Hospitality Industry and Zimbabwe Tourism Authority officials. Thematic analysis was used to analyse the data. Findings from the study indicated that the ZIMBHO marketing campaign contributed positively towards the performance of domestic tourism in Zimbabwe, which was evidenced by an increase in domestic tourists’ occupancy and travellers to Kariba after the launch of the ZIMBHO campaign. The study recommended that more support systems for domestic tourists be initiated, that domestic tourists pay less for services, and that the road infrastructure to tourist resorts be improved to enhance easy accessibility.