Leading hospitality group Africa Albida Tourism (AAT) has signed up a Mauritius-based public relations firm in a move which is expected to bring more French-speaking visitors to Zimbabwe, chief executive Ross Kennedy says.

AAT entered into an agreement with Beyond Communications on August 1 to start to further awaken the global French-speaking market, which has great tourism potential, Kennedy said.

“In Europe there are several French-speaking markets, France aside, and regionally — the likes of Mauritius and Reunion … we are aiming to widen our market appeal there and one needs to get access to the media and the travel trade to get the necessary exposure,” Kennedy said.

“We do currently have some French market, but it’s less than we would like and it’s a big potential market,” he added. “We intend to benefit from growth both in foreign independent travellers as well as the group and group series markets.

“Our leading supplier in the French market has more than doubled their room requirements for 2024 and this has given us the confidence to invest further,” he said.

With accommodation ranging between three and five star on offer on AAT’s Victoria Falls Safari Lodge estate, namely Victoria Falls Safari Lodge, Victoria Falls Safari Club, Victoria Falls Safari Suites and Lokuthula Lodges, it appeals to a cross-section of travellers and budgets, he said.

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“We will be targeting those different sectors — some want to spend more money on accommodation, others want to spend less and then have more budget to do activities or stay longer, so we will be seeking to maximise those opportunities in these markets,” Kennedy said.

“We are now well down the road from the 2020 to 2022 challenges, the destination is extremely busy, Victoria Falls has bounced back extensively in the last 16 to 18 months, and we are seeing much more demand from international markets, and we need to widen our base.

“It’s wonderful for the destination to have more visitors, we have much more air access now from Johannesburg, Cape Town and the region, Air France and KLM, for example, are now flying into Johannesburg, with links to Victoria Falls, Zimbabwe. We are continuing to try to improve air access from Europe.”

Beyond Communications managing director Celine Planel said: “We are absolutely thrilled to welcome Africa Albida Tourism to Beyond Communications. This partnership marks a strategic milestone for us as we open the gates to the vibrant African market, one that we are geographically and culturally close to as a Mauritian-based company.

“AAT, a prominent player in Zimbabwe’s tourism industry, aligns perfectly with the desires and trends of travellers in our target markets. Together, we are set to embark on an exciting journey, bridging the gap between the French-speaking world and the wonders of the Victoria Falls region through AAT’s stunning hospitality portfolio,” Planel said.