Online Reporter
Nqobile Bhebhe, [email protected]
CHINA emerged as Zimbabwe’s leading Asian source market in the first quarter of 2026, helping drive an 11 percent increase in international tourist arrivals as the country strengthened its position across key global tourism markets.
latest statistics from the Zimbabwe Tourism Authority (ZTA) show that China and Hong Kong contributed 10 366 visitors during the period, representing a 24 percent increase from 8 373 arrivals recorded in the corresponding quarter last year.
The strong performance comes as Zimbabwe intensifies efforts to penetrate the lucrative Asian market through targeted destination marketing, tourism partnerships and improved air connectivity.
Overall, arrivals from Asia rose 26 percent to 25 334 visitors from 20 163 recorded in the first quarter of 2025, making the region one of the fastest-growing source markets for Zimbabwe’s tourism industry.
The growth from China contributed to an overall increase in international tourist arrivals, which reached 384 515 during the first quarter of 2026, up from 347 555 visitors recorded during the same period last year.
Africa remained Zimbabwe’s largest source market, accounting for 287 062 arrivals, representing a nine percent increase from 263 687 visitors recorded a year earlier.
South Africa retained its position as Zimbabwe’s biggest individual source market, contributing 78 002 visitors compared to 69 502 during the corresponding period last year.
Mozambique also posted strong numbers with 62 301 arrivals.
Europe continued its recovery, with arrivals rising 23 percent to 37 824 visitors.
Britain and Ireland led growth in the region after contributing 13 575 visitors, an impressive 89 percent increase from 7 191 arrivals recorded in the first quarter of 2025.
Other regions also registered positive growth.
The Middle East contributed 789 visitors, up 19 percent, while Oceania recorded a 17 percent increase to 7 185 arrivals, supported by growth from both Australia and New Zealand.
The broad-based growth across major source markets reflects Zimbabwe’s growing appeal as a tourism destination, supported by aggressive international marketing campaigns, improved tourism infrastructure and increased participation in global travel exhibitions.
