08/14/2026
๐ฆ๐บ๐ฎ๐ฟ๐๐ฒ๐ฟ ๐ง๐ผ๐๐ฟ๐ถ๐๐บ ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐๐ผ๐๐น๐ฑ ๐ข๐ฝ๐ฒ๐ป ๐ข๐ฝ๐ฝ๐ผ๐ฟ๐๐๐ป๐ถ๐๐ถ๐ฒ๐ ๐ณ๐ผ๐ฟ ๐ญ๐ถ๐บ๐ฏ๐ฎ๐ฏ๐๐ฒ'๐ ๐ฌ๐ผ๐๐๐ต
When most Americans think of Zimbabwe, one destination usually comes to mind: Victoria Falls. Zimbabwe, however, offers much more than a single attraction, with wildlife, national parks, cultural heritage sites and historic landmarks that remain largely unknown to many international travelers.
For Monalissa Zibwowa, a 2026 graduate of the Katz School of Science and Health's M.S. in Digital Marketing and Media, this gap represents both a challenge and an opportunity. At the 2026 Symposium on Science, Technology and Health, she presented "Beyond the Falls: Strategic Tourism Development for Profitable Youth Employment in Zimbabwe."
"Tourism is one of Zimbabwe's strongest opportunities for economic growth because it touches so many different industries," said Zibwowa. "When more tourists visit, they create demand for hotels, transportation services, tour guides, restaurants, cultural experiences and many other businesses. Our analysis suggests that a single U.S. traveler may support between one and one-and-a-half local jobs annually through spending across tourism-related sectors."
The United States is Zimbabwe's largest source of international visitors โ more than 109,000 American tourists visited in 2025. "The study found that Zimbabwe's problem is not a lack of demand," she said. "The challenge is converting that interest into actual travel bookings."
Using market research and tourism data, she identified several barriers that discourage potential visitors. These include concerns about safety, complicated visa processes, limited awareness of destinations beyond Victoria Falls and difficulties accessing digital booking options.
Based on these findings, her recommendations include strengthening Zimbabwe's digital presence, simplifying electronic visa systems, improving online booking accessibility and creating marketing campaigns tailored to specific traveler interests.
Read the full story: yu.edu/news/katz/smarter-tourism-marketing-could-open-opportunities-zimbabwes-youth