Inclusive domestic tourism: Keeping tourism in Zimbabwe afloat

Abstract

The study aims to promote inclusive domestic tourism development in Zimbabwe during and after the COVID-19 pandemic since Zimbabwe’s tourism was heavily dependent on international tourism. As a result of lockdown measures and international travel restrictions across the globe, inclusion will become even more of a priority in the Zimbabwean tourism context. A qualitative research design was used for the study. Data was collected through WhatsApp focus groups with service providers and tourists in Masvingo region. Results were analyzed using thematic analysis and revealed that inclusive tourism is one of the best options to promote domestic tourism given the constraints of the pandemic, economic and political instabilities experienced by Zimbabwe. Distance of the tourist products from tourists, demographic factors, culture, and price were factors to consider in promoting inclusive domestic tourism. Destination expensiveness, the poor state of infrastructure, little interest from government and service providers, inadequate marketing were the challenges identified. Strategies such as pricing revision, aggressive marketing, modification of standard operating procedures, training and retraining of front line employees, infrastructure development, education, promotion of festivals, vacation allowances to be offered, tax reductions, free entry during public holidays, and repackaging of the products and services to suit the current market were identified. The study recommends new approaches to inclusive tourism to drive Zimbabwe’s tourism long-term sustainability.