| Our 2022 “Future Traveller Sentiment Survey Report” shows that surveyed international, regional and local agents and trade continue to have increased confidence in Victoria Falls. An overall 94% of respondents have confidence in booking Victoria Falls, compared with 79% in 2021 and 52% in 2020.
What will the future look like?
The report reveals that travellers to Victoria Falls in the next five years will remain motivated by nature, travel in smaller groups and see a growing preference for private or independant transport. Travellers will be mainly older couples, multi-generational families, and families with older children.
Agents report access, entry processes and pricing as obstacles. And whilst improving direct access continues to rank highly, there has been a 41% decline in demand for this compared to 2021. It is notable in parallel that ongoing efforts to improve air access have yielded the introduction of new flight routings over the course of the last year.
In-line with our previous survey conducted in 2021, agents predict a slight future preference for safari camp and boutique hotel accommodations, whilst survey results indicate a shift away from highly prioritised experiences, to a more well-round combination of diverse in-destination experiences.
- 97% of respondents indicated that travellers had a positive experience of Victoria Falls in 2022
- 79% of respondents believe it is safe to travel to Zimbabwe
- 83% of respondents indicate future travellers will be looking to “connect with nature, and 69% of respondents indicate that nature-based safari camps or lodges will be the preferred accommodation choice of travellers in the next five years
- Consistent with previous years, it is expected that smaller groups will dominate in future, with 83% of respondents believing that couples and groups of 2-6 people will be their most important market
- Ease of access and alignment of entry processes to neighbouring countries remain priorities for encouraging travellers to Victoria Falls whereas areas with the biggest declines in importance refer to covid-related factors such as flexible T&Cs, travel advisories and medical facilities.
- Respondents indicated that Victoria Falls would benefit from offering more family-friendly facilities and activities
- 64% of respondents feel that the “We Are Victoria Falls” Initiative has increased their confidence in booking Victoria Falls as a destination
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