Zimbabwe’s tourism sector, still basking in the glow of being named the world’s best country to visit in 2025 by Forbes magazine, now faces a critical challenge that industry operators warn could undermine years of recovery efforts and damage the nation’s hard-earned reputation among international travelers. The introduction of a 15.5% value-added tax on tourism activities and transfers, confirmed in the 2026 national budget, has triggered urgent calls from tour operators and hospitality businesses for a transitional period to protect existing bookings and preserve Zimbabwe’s competitive position in the increasingly crowded Southern African tourism market.

The tax policy shift, which took effect on January 1, 2026, represents far more than a marginal rate adjustment. While the standard VAT rate itself increased only modestly from 15% to 15.5%—a half-percentage-point rise—the more consequential change involves the reclassification of tourism activities and transfers from zero-rated to standard-rated VAT. This means that services such as safari tours, guided excursions, river cruises, adventure activities, and ground transfers, which previously carried no VAT burden, now attract the full 15.5% tax rate. For many tourism packages, particularly those heavily weighted toward activities rather than accommodation, this represents a substantial cost increase that operators are struggling to absorb or pass on to clients who booked months or even years in advance.

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The Contractual Conundrum Facing Tour Operators

The timing of the VAT implementation has created what industry leaders describe as an unprecedented contractual crisis. According to Clement Mukwasi, representative of the Employers Association of Tour and Safari Operators, approximately 75% of 2026 tourism packages were already confirmed and paid for by mid-2024—well over a year before the new VAT structure took effect. This long booking cycle, standard practice in the international tourism industry, particularly for group travel and high-end safari experiences, means that thousands of tourists and travel agents have committed to fixed prices that did not account for the substantial tax increase on activities and transfers.

Jillian Blackbeard, CEO of Africa’s Eden, explained that the impact varies significantly depending on when contracts were concluded and payment received. “Bookings that were fully invoiced and paid before January 1 are largely being honoured at previously agreed rates,” she told The Zimbabwean. “The main challenge lies with 2026 contracts negotiated on a zero-rated basis but not yet fully paid.” Many of these bookings were finalized 12 to 24 months in advance, particularly for group travel and Victoria Falls-based itineraries, where tour operators typically lock in rates far ahead of travel dates to secure capacity at lodges and coordinate complex multi-day programs.

The sudden reclassification has forced operators to reassess pricing on programs already distributed through international agents and global distribution channels. For travel companies in Europe, North America, and Asia that have printed brochures, published online packages, and marketed Zimbabwe tours at specific price points, the retroactive application of a 15.5% tax on significant portions of those packages creates both financial and reputational risks. International clients who booked believing they had secured a final price now face unexpected supplemental charges, while travel agents who guaranteed rates to their customers find themselves in the uncomfortable position of either absorbing substantial costs or renegotiating terms with unhappy clients.

Marginal Versus Full Increases: Understanding the Financial Impact

To fully appreciate the industry’s concern, it’s important to distinguish between the impact on different tourism service categories. For accommodation—which represents the lodging component of safari and tour packages—the tax increase is relatively modest. Hotels, lodges, and guesthouses that previously charged 15% VAT on room rates now charge 15.5%, representing just a half-percentage-point increase. Many larger operators, including the Victoria Falls Safari Collection, have announced they will absorb this marginal increase on pre-agreed accommodation rates to maintain goodwill with travel partners and honor contracted prices.

However, the situation is dramatically different for tourism activities and transfers, which constitute a substantial portion of most Zimbabwe itineraries. These services—game drives in Hwange National Park, sunset cruises on the Zambezi River, helicopter flights over Victoria Falls, white-water rafting in Batoka Gorge, walking safaris, cultural tours, and all ground transportation between destinations—were previously zero-rated for VAT purposes. The reclassification to standard-rated VAT means these services now attract the full 15.5% tax, representing not a marginal increase but a complete addition of 15.5% to costs that previously carried no VAT component whatsoever.

As the Victoria Falls Safari Collection explained in communications to stakeholders, “Tourism activities and transfers, which were previously zero-rated, are now standard-rated and attract VAT at 15.5% from January 1, 2026. This represents a full increase of 15.5%.” The company, which operates four properties in Victoria Falls including Victoria Falls Safari Lodge, Victoria Falls Safari Club, Victoria Falls Suites, and Lokuthula Lodges, stated that while it could absorb the marginal accommodation increase, “it is unfortunately not possible to absorb a 15.5% increase on activities and transfer services that were previously zero-rated.”

For operators working with already thin profit margins—a reality for most businesses in Zimbabwe’s challenging economic environment characterized by multi-currency operations, infrastructure constraints, and operational complexities—absorbing a 15.5% cost increase on activities and transfers is financially unsustainable. Blackbeard noted that “there is very limited capacity to absorb a full 15.5% uplift on activities and transfers without eroding already thin margins.” For existing unpaid bookings, this has triggered difficult renegotiations with international agents and clients, raising the risk of reputational damage at a time when the sector is still consolidating its post-COVID recovery amid broader global economic and geopolitical uncertainty.

Administrative and Compliance Burdens in a Multi-Currency Environment

Beyond the immediate cost implications, the VAT shift introduces significant administrative and compliance challenges that add further complexity to tourism operations. Operators must now revise internal systems, contracts, and rate structures to apply VAT consistently across accommodation, activities, transfers, and bundled packages. In Zimbabwe’s multi-currency environment—where the U.S. dollar, South African rand, and the local ZiG currency all circulate alongside various electronic payment systems—this increases compliance risk, administrative costs, and the potential for disputes and errors.

Tour operators must now track which components of multi-day packages fall under the marginal accommodation increase versus the full activities tax, apply different VAT treatments depending on when bookings were made and paid, reconcile foreign currency receipts with local tax obligations, and manage the documentation requirements for VAT registration and reporting. For smaller operators without sophisticated accounting systems, these compliance burdens represent a substantial additional cost in both time and professional services. For larger operators with international partnerships, the challenge extends to educating dozens or hundreds of overseas travel agents about the new pricing structure and managing the inevitable confusion and frustration when final invoices don’t match initially quoted prices.

The complexity is particularly acute for cross-border services and regional excursions, which are increasingly popular in Southern African tourism. Packages that combine Victoria Falls with Botswana’s Chobe National Park, or link Zimbabwe’s Hwange with South Africa’s Kruger, involve services provided across multiple jurisdictions with different tax systems. Determining which portions of bundled packages fall under Zimbabwe’s VAT jurisdiction, coordinating with suppliers in neighboring countries who may apply their own taxes, and ensuring full compliance while maintaining competitive pricing requires sophisticated operational capacity that many smaller operators lack.

Regional Competitiveness at a Critical Juncture

From a competitiveness perspective, the VAT change arrives at a particularly inopportune moment for Zimbabwe’s tourism industry. The country’s recognition by Forbes as the world’s best destination for 2025 generated substantial global attention and sparked measurable increases in traveler interest. According to KAYAK, the world-leading travel site, Bulawayo saw more than an 80% increase in flight searches, while Harare experienced a 56% rise during 2025—concrete evidence that international awareness and consideration of Zimbabwe as a travel destination were climbing rapidly.

This momentum came after years of deliberate effort by both government and private sector stakeholders to rebuild Zimbabwe’s tourism reputation following decades of negative publicity, economic challenges, and political uncertainty. The sector recorded over 1.6 million international tourist arrivals in 2024, generating US$1.2 billion in receipts and US$190.5 million in investments, according to government ministry reports. Tourism and Hospitality Industry Minister Barbara Rwodzi had celebrated the Forbes recognition as confirmation that Zimbabwe is a “safe, peaceful, war-free tourist destination,” emphasizing the sector’s contribution to GDP and its role in employment creation and foreign exchange generation.

Now, however, Blackbeard warns that the VAT change weakens Zimbabwe’s relative pricing position within the highly competitive Southern African tourism region. “Southern African destinations now offer comparable product quality and wildlife experiences,” she explained. “Removing zero-rated VAT on key tourism services makes Zimbabwe less competitive, particularly for short-stay extensions and multi-country itineraries where buyers are making close price comparisons.” This observation is particularly relevant given that many international tourists visiting Southern Africa construct multi-country itineraries that might include South Africa, Botswana, Namibia, Zambia, and Zimbabwe in a single trip.

When travel planners are comparing the cost of adding Victoria Falls to an existing Botswana safari, or choosing between spending days in Hwange National Park versus Chobe National Park, relatively small price differences can influence destination selection. South Africa and Namibia, both of which offer world-class safari experiences and dramatic natural landscapes, become more attractive options if Zimbabwe’s pricing increases while theirs remains stable. For tour operators selling multi-country packages, a 15.5% increase on the Zimbabwe portion could make the entire itinerary uncompetitive compared to alternatives that emphasize other countries in the region.

Industry Appeals for Transitional Measures

In response to these challenges, tourism industry bodies have formally appealed to the Zimbabwe government for either a review or a deferral of the VAT implementation. Clive Chinwada, president of the Tourism Business Council of Zimbabwe, emphasized that long booking cycles make it extremely difficult to revise contracted rates. Industry representatives have called for a transitional approach, including a possible 12-month delay, to allow contracts to be honored and pricing structures to be adjusted without placing additional financial strain on operators or undermining Zimbabwe’s reputation in key source markets.

The request for a grace period is not a rejection of taxation on tourism services in principle. As Blackbeard noted, “The industry does not take issue with the principle of VAT being applied to tourism services and recognises the benefit of having previously enjoyed zero-rated status. However, a phased implementation with at least 12 months’ notice would have reduced financial and reputational risk.” This distinction is important: tour operators acknowledge that zero-rating tourism services represented a tax benefit and that applying standard VAT to these services aligns Zimbabwe’s approach with many other countries. The objection centers on the timing and implementation rather than the policy itself.

Industry concerns are echoed in recent reporting by The Herald, where tourism bodies warned that the timing of the VAT change threatens already confirmed 2026 bookings. With approximately 75% of 2026 packages contracted before mid-2024, operators face a choice between three unsatisfactory options: absorb the full 15.5% increase on activities and transfers, eroding already thin profit margins and potentially threatening business viability; pass the increase on to clients who believed they had locked in final prices, risking reputational damage and contractual disputes; or attempt to renegotiate with international agents and direct clients, a process that consumes substantial time and often results in lost bookings as frustrated travelers choose alternative destinations.

The Broader Context: Zimbabwe’s 2026 Budget and Economic Pressures

The VAT change must be understood within the broader context of Zimbabwe’s 2026 national budget and the government’s ongoing efforts to shore up revenues in a challenging fiscal environment. Finance, Economic Development and Investment Promotion Minister Mthuli Ncube framed the tax package as a balancing act: the government wanted to respond to intense pressure to reduce the Intermediated Money Transfer Tax (IMTT) on transactions in the local ZiG currency, which had been widely criticized as constraining economic activity and discouraging use of the local currency.

The IMTT on ZiG transactions was cut from 2% to 1.5%, providing some relief for users of local currency and supporting efforts to promote wider adoption of the ZiG. However, most real-economy transactions still occur in U.S. dollars, where the IMTT remains at 2%. To offset the revenue reduction from lowering IMTT on ZiG transactions, the government increased the standard VAT rate from 15% to 15.5%. As Ncube had warned earlier, a 0.5 percentage point cut in IMTT would require a 0.5 percentage point increase in VAT to avoid a revenue shortfall.

Recent tax perception surveys conducted in Zimbabwe suggest that nearly nine in ten citizens already feel the tax burden exceeds their ability to pay, and that multiple overlapping taxes and charges constrain disposable incomes and business growth. Against this backdrop, even a modest VAT rise fuels perceptions that government is “taxing its way out” of fiscal pressure. For the tourism sector specifically, the concern is that while other industries face a marginal VAT increase, tourism bears a disproportionate burden through the reclassification of previously zero-rated services—essentially experiencing both the general rate increase and a fundamental change in how activities and transfers are taxed.

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Victoria Falls: Ground Zero for the VAT Impact

Victoria Falls, Zimbabwe’s flagship tourism destination and one of the Seven Natural Wonders of the World, faces particularly acute challenges from the VAT change. Known locally as Mosi-oa-Tunya—”The Smoke That Thunders”—Victoria Falls attracts hundreds of thousands of international visitors annually, many of whom book comprehensive packages that combine accommodation with multiple activities such as helicopter flights over the falls, sunset cruises on the Zambezi, white-water rafting, bungee jumping, and day trips to nearby Chobe National Park in Botswana.

The activity-intensive nature of Victoria Falls tourism means that the VAT reclassification has a particularly significant impact on package pricing. A typical three-night Victoria Falls package might include two nights’ accommodation, a helicopter flight, a sunset cruise, transfers to and from the airport, and a guided tour of the falls themselves. Under the previous tax structure, only the accommodation component carried VAT, while all the activities and transfers were zero-rated. Under the new structure, every component except potentially some transfers now carries 15.5% VAT, substantially increasing the total package cost even though individual service prices haven’t changed.

Victoria Falls operators also face unique competitive pressures because the destination straddles the Zimbabwe-Zambia border, with viewing points and tourism infrastructure on both sides of the Zambezi River. Some activities, such as visiting Livingstone Island and swimming in Devil’s Pool, are accessed exclusively from the Zambian side, while Zimbabwe offers more extensive viewing points and a greater concentration of accommodation and activity providers. Travelers and tour operators can shift business between the two countries relatively easily, meaning that pricing differences driven by tax policy can have immediate competitive consequences as operators and travelers seek the most cost-effective options.

The Forbes Recognition: A Double-Edged Sword

Zimbabwe’s recognition by Forbes as the best country to visit in 2025 represented a culmination of years of marketing efforts and infrastructure improvements aimed at repositioning the country as a premier African safari destination. Forbes described Zimbabwe as “a mosaic of rugged wild terrain and deep ancestral heritage—where jagged granite outcrops rise above sun-scorched golden plains and skies stretch wide over rustling acacia groves.” The publication highlighted Victoria Falls, the ancient stone city of Great Zimbabwe, and the Eastern Highlands as particularly compelling attractions, praising the country’s combination of natural beauty, cultural heritage, and wildlife experiences.

This international recognition generated exactly the type of positive publicity that Zimbabwe’s tourism sector had sought for years. Tour operators reported rising interest from travelers in the United States, Europe, and across Africa, particularly those drawn to wildlife conservation, authentic cultural experiences, and adventure travel. The surge in flight searches to Bulawayo and Harare indicated that traveler awareness and consideration were translating into concrete booking behavior. The European Union called Zimbabwe’s recognition “well-deserved” and announced it was joining forces with Zimbabwe to invest more than USD 42 million to preserve the country’s rich biodiversity and promote tourism development that uplifts rural communities.

However, the timing of the VAT implementation creates a potential mismatch between surging demand and deteriorating price competitiveness. Just as international awareness peaks and booking interest climbs, operators find themselves forced to increase prices or renegotiate existing contracts—precisely the opposite of the market conditions needed to capitalize on positive momentum. Industry leaders worry that the reputational damage from price reversals on already-contracted bookings, combined with reduced competitiveness going forward, could squander the marketing benefits of the Forbes recognition and stall the recovery momentum the sector had been building.

Specific Operational Examples: How VAT Changes Affect Real Packages

To understand the practical impact, consider several specific examples of common Zimbabwe tourism packages and how the VAT change affects their pricing. A seven-day Hwange and Victoria Falls safari package might typically include:

Four nights at a lodge in Hwange National Park with full boardThree nights at a hotel in Victoria Falls with breakfastDaily game drives in Hwange (eight drives total)Airport transfers in both locationsA helicopter flight over Victoria FallsA sunset cruise on the ZambeziGuided tour of Victoria Falls

Under the previous tax structure, the accommodation components (all seven nights) would have carried 15% VAT, but the game drives, transfers, helicopter flight, cruise, and falls tour would have been zero-rated. Under the new structure, every component now carries 15.5% VAT. If the non-accommodation activities and transfers represented $1,500 of the original $3,500 package price, the VAT addition alone adds $232.50 to the cost—a meaningful increase that compounds when multiplied across group bookings or family travel.

For a Victoria Falls weekend package heavily weighted toward activities—perhaps two nights’ accommodation with a helicopter flight, bungee jump, white-water rafting, and sunset cruise—the proportional impact could be even greater. If accommodation represents only $400 of a $1,200 package, with $800 in previously zero-rated activities, the new VAT adds $124 to the total cost, increasing the package price by more than 10% even though no actual service prices changed. For travel agents selling these packages with fixed profit margins, absorbing this increase is simply not financially viable, yet passing it on to clients who booked a year earlier creates confrontation and potential legal disputes.

Government Revenue Objectives Versus Tourism Industry Health

The fundamental tension underlying this issue involves the government’s legitimate revenue requirements versus the tourism sector’s competitive position and contractual obligations. Zimbabwe faces significant fiscal pressures, with demands for infrastructure investment, social services, and government operations that require stable tax revenues. The tourism sector, having previously enjoyed zero-rating on activities and transfers, represented an underutilized revenue source from the government’s perspective. Bringing these services into the standard VAT framework aligns Zimbabwe with international norms and ensures that the sector contributes appropriately to government revenue.

However, timing and implementation matter enormously in tax policy, particularly for sectors like tourism where business operates on long advance booking cycles and where competitiveness against regional alternatives is sensitive to price changes. The government’s approach—announcing the change in late November 2025 and implementing it on January 1, 2026—provided tourism operators with essentially no time to adjust contracted rates or inform international partners about price changes for packages already being marketed and sold for 2026 travel.

Industry representatives argue that a more gradual approach would have allowed the sector to honor existing commitments while adjusting future pricing to account for the new tax structure. A 12-month transitional period, for example, could have exempted bookings already contracted before a specified date while applying the new VAT structure to bookings made after the announcement. This would have provided certainty for travelers and tour operators who had already committed to specific prices while ensuring that the government achieved its revenue objectives on future bookings. The approach would also have allowed time for operators to update systems, train staff on the new compliance requirements, and educate international partners about the changed pricing structure.

Looking Forward: Potential Outcomes and Industry Responses

As the industry navigates the initial months of 2026 under the new VAT structure, several potential outcomes and response strategies are emerging. Some larger operators with strong balance sheets and diverse revenue sources have opted to absorb at least some of the VAT increase on existing bookings to protect their reputations with key international partners, viewing the short-term cost as an investment in long-term relationships. The Victoria Falls Safari Collection’s decision to absorb the accommodation increase while passing through the activities increase represents this middle-ground approach—protecting the pricing on the largest dollar component while acknowledging that the full activities increase cannot be absorbed without threatening financial viability.

Smaller operators with less financial flexibility face more difficult choices. Some have attempted to renegotiate with international agents and direct clients, with mixed success. Travel agents in European and North American markets report that while some clients understand the unavoidable nature of government-imposed tax changes, others view the price increase as a contract breach and are either demanding that operators honor original pricing or are canceling Zimbabwe portions of multi-country itineraries in favor of alternatives in Botswana, Zambia, or South Africa.

Industry organizations including the Tourism Business Council of Zimbabwe continue pressing the government for relief measures. Their advocacy focuses on several possible approaches: a formal exemption for bookings contracted before a specified date, perhaps November 27, 2025 when the budget was announced; a gradual phase-in of the activities VAT over 12 or 24 months, allowing operators to transition pricing gradually; or a temporary reduction in the VAT rate specifically for tourism services to offset the competitiveness impact of removing zero-rating.

Government officials have thus far maintained that the VAT change is necessary for revenue purposes and represents a normalization of Zimbabwe’s tax treatment of tourism services. However, there are indications that concerns about impact on tourism competitiveness and 2026 bookings are being heard at senior levels. The Cabinet’s recent approval of broader reforms to reduce licensing fees and streamline tourism regulations demonstrates awareness of the sector’s importance and willingness to take measures to enhance competitiveness—suggesting that further VAT adjustments remain possible if industry advocacy continues and if early-2026 tourism arrival data shows concerning trends.

Regional Context and Southern African Tourism Dynamics

The competitive pressures Zimbabwe faces must be understood within the broader context of Southern African tourism dynamics. The region as a whole markets itself as a cohesive safari destination, with many international tourists visiting multiple countries in a single trip. This creates both opportunities for cooperation and intense competition for tourist spend and dwell time. Countries actively compete not just on attractions and experiences but on ease of access, visa requirements, infrastructure quality, and pricing.

In recent years, several Southern African countries have made strategic policy changes aimed at enhancing tourism competitiveness. Kenya and some other African nations have introduced visa-free access for African tourists to facilitate cross-border tourism and position themselves as accessible destinations. South Africa is updating its tourism policy framework for the first time since 1996, emphasizing digital tools and regional competitiveness. Against this backdrop of active policy innovation and competitive positioning, Zimbabwe’s VAT increase—occurring at precisely the moment when the country had achieved unprecedented positive publicity through the Forbes recognition—appears particularly poorly timed from a competitive strategy perspective.

The potential for spillover effects is also significant. If Zimbabwe’s VAT change leads to measurable shifts in tourist arrivals or dwell time, neighboring countries may benefit directly as travelers reallocate their itineraries. Conversely, if Zimbabwe successfully maintains its arrival growth despite the VAT increase, other countries may view tourism taxation as a revenue opportunity that can be pursued without major competitive consequences. The next 12-18 months will provide important evidence about price elasticity in Southern African tourism and the extent to which tax policy can be adjusted without disrupting sector growth.

Conclusion: A Sector at a Crossroads

Zimbabwe’s tourism industry stands at a critical juncture, caught between the momentum of international recognition and the headwinds of a poorly timed tax policy change. The sector’s appeal—built on spectacular natural attractions like Victoria Falls, world-class wildlife experiences in parks like Hwange and Mana Pools, rich cultural heritage sites, and the warm hospitality that Forbes and countless travelers have celebrated—remains fundamentally unchanged. Zimbabwe continues to offer experiences that few destinations can match, from tracking lions on foot in Matobo National Park to watching massive elephant herds gather at waterholes in Hwange, from rafting the Zambezi’s Batoka Gorge to exploring the ancient stone city of Great Zimbabwe.

However, tourism operates in a highly competitive global marketplace where pricing, ease of booking, and contractual reliability significantly influence destination choice. The implementation of 15.5% VAT on previously zero-rated activities and transfers, with minimal advance notice and no transitional provisions for existing bookings, has created immediate financial and reputational challenges for operators who had spent years rebuilding Zimbabwe’s tourism brand. The approximately 75% of 2026 packages that were contracted before the VAT change was announced represent not just a significant volume of business but also the foundation of the sector’s 2026 revenue and the basis for positive word-of-mouth that drives future bookings.

If the government and tourism industry can find a workable solution—whether through temporary relief for pre-existing bookings, a phased implementation schedule, or other transitional measures—Zimbabwe may yet fully capitalize on the Forbes recognition and the genuine enthusiasm that international travelers are showing for the destination. If, however, the current policy stands without modification, the sector faces a challenging 2026 characterized by contract renegotiations, reputational repair, and competitive disadvantage relative to regional alternatives—outcomes that would benefit neither the government’s revenue objectives nor the tourism industry’s growth aspirations. The coming months will reveal which of these scenarios unfolds, with implications not just for Zimbabwe’s tourism sector but for the country’s broader economic development strategy in which tourism has been identified as a key pillar.

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By: Montel Kamau

Serrari Financial Analyst

9th January, 2026

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