Abstract
Zimbabwe has long relied solely on abundant wildlife resources to attract tourists. The government land reform programme has, however, resulted in the significant depletion of these resources. In this paper, cultural tourism is suggested as a complementary attraction to domestic tourists. The findings of the study, based on a questionnaire administered face-to-face, indicate that to enter this market Zimbabwe will need to build capacity in areas such as personnel, where frontline staff will need to be recruited, trained and motivated to meet customer needs. In conclusion, it is mentioned that the unstable economic and political climate prevailing in Zimbabwe militates against the development of cultural attractors.
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