ATH Attends the Tourism Stakeholder meeting in Victoria Falls
The Association for Tourism Hwange (ATH) attended the Zimbabwe Tourism Authority (ZTA) Stakeholder Engagement Meeting held at Victoria Falls Rainbow Hotel. The engagement brought together tourism operators, stakeholders and industry leaders to interface with the ZTA Board Chair and Chief Executive Officer on strategic priorities and sector growth. During the stakeholder engagement and Q&A session, several important concerns affecting operators and the broader tourism ecosystem were raised:
1. Media Access & International Marketing Barriers
A critical issue highlighted was the difficulty international journalists and media professionals face when seeking approval to enter and operate in Zimbabwe. Concerns were raised that:
- The approval process is lengthy and complex
- Safety clearance procedures are perceived as restrictive
- Media professionals intending to market and promote Zimbabwe are discouraged by bureaucratic barriers
This situation may unintentionally limit Zimbabwe’s global tourism visibility and competitiveness. ATH appealed for a more streamlined, transparent and facilitative approval process to support international marketing efforts.
2. Transparency on the 2% Tourism Levy
Operators expressed that they do not object to paying the 2% levy to ZTA. However, there is growing concern regarding the visibility of developments funded by this contribution. Stakeholders requested:
- Regular updates on projects and developments
- Clear communication of rates and levies
- Publication of development progress on the ZTA portal
Transparency will strengthen trust and reinforce the shared commitment to growing Zimbabwe’s tourism sector.
3. Streamlining Inspection & Registration Processes
Can inspection and registration processes be conducted simultaneously? Currently, separate processes increase administrative burden and operational downtime for businesses. Combining inspection and registration into one coordinated visit would:
- Improve efficiency
- Reduce costs
- Enhance compliance convenience
The engagement provided an important platform for constructive dialogue. ATH remains committed to working collaboratively with ZTA to ensure that policy, regulation and operational frameworks enable rather than hinder sustainable tourism growth. As we continue to position Hwange as a premier destination under our banner “Explore Hwange: Untamed & Unforgettable”, we advocate for systems that are transparent, efficient and growth-oriented.