While the US and Europe remain some of the biggest source markets to the Victoria Falls, emerging markets are showing considerable growth, operators report.
“The one that is growing is definitely the market out of the Far East,” says Robert Hodson, Divisional Operations Manager of Legacy Hotels Group. He adds that travellers from the Far East have limited holiday periods and take quick in and out trips.
According to Hodson, the meetings and incentives market is also doing well. He highlights the group’s Victoria Falls property, Elephant Hills, because of its golf course and space as a draw card for this market. He adds that Victoria Falls remains unaffected by the politics of Zimbabwe and describes it as an “island” within the country.
Family travel is also up. Nik Lloyd-Roberts, spokesperson for Federal Air, has seen an increase in private charters to both sides of the falls, particularly for families. “Typically, sizes are five guests and upwards.”
He says the airline continues to see growth from North and South America, with the latter showing significant growth. Karin Murray, Marketing and Sales Manager of Airlink, says in addition to South Africa, Airlink is seeing growth from the US, Australia, UK and Germany markets.