A report by the parliamentary committee on the tourism and hospitality industry noted that Zimbabwe is struggling to attract tourists from Western countries, with a lot of the tourists preferring regional alternatives, especially South Africa. The report also noted that the “Look East Policy” was not yielding the required results when it comes to tourism.
Part of the report from the committee reads:
The Zimbabwe Tourism Authority is being outcompeted in destination market penetration by regional competitors, especially South Africa which attracted 794,073 European arrivals against a figure of 107,108 for Zimbabwe in 2015.
The gap widened for 2016 where South Africa recorded 920,706 arrivals against 97,383 for Zimbabwe.
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