Moffat Mungazi
Liberty Dube and Lloyd Makonya
THE appointment of Dr George Munyaradzi Manyaya as the substantive Zimbabwe Tourism Authority (ZTA), Chief Executive Officer effective February 1, 2026 signals a decisive moment for the country’s tourism industry.
Coming at a time when Zimbabwe has just launched a new National Tourism Policy to guide sectoral growth and competitiveness, his elevation to the helm of the national tourism marketing and development agency is widely viewed as both timely and strategic.
Dr Manyaya assumes office with an exceptional blend of academic rigour, corporate leadership and public sector experience, spanning sectors that are critical to the tourism value chain.
His career trajectory reflects deep exposure to aviation, transport, telecommunications, energy, infrastructure development and international cooperation – all pillars upon which a modern and competitive tourism economy must be built.
Academically, Dr Manyaya is distinguished by a Doctorate in Business Management, complemented by master’s degrees in International Relations, Strategic Management, and Corporate Governance, as well as professional training in mass communication, diplomacy, and regulatory policy.
This multidisciplinary grounding positions him uniquely to navigate the complex intersection of destination branding, investment promotion, policy coordination and stakeholder diplomacy that defines contemporary tourism leadership.
Professionally, he joins ZTA from ZESA Holdings, where he served as General Manager for Marketing, Communications and Stakeholder Relations, overseeing national-level brand management, public engagement and strategic communications in one of Zimbabwe’s most critical infrastructure institutions.
His previous roles as vice board chairperson of the Airports Company of Zimbabwe, chairperson of the Zimbabwe National Road Administration (ZINARA), and non-executive director of the Civil Aviation Authority of Zimbabwe have given him first-hand insight into the infrastructure and connectivity imperatives that underpin destination accessibility and visitor experience.
Beyond infrastructure, Dr Manyaya’s tenure at regulatory bodies such as the Postal and Telecommunications Regulatory Authority of Zimbabwe (POTRAZ) and his engagement with the International Organisation for Migration (IOM) within the United Nations system have equipped him with a strong appreciation of policy coherence, regional integration and international best practice essential attributes as Zimbabwe seeks to reposition itself within global tourism markets.
He also has direct association with tourism as a former Tourism Brand Ambassador and member of the Organising Committee of the historic 2013 UNWTO General Assembly co-hosted by Zimbabwe and Zambia.
Dr Manyaya has previously played a role in projecting the country’s image on the world stage.
These experiences, combined with his proven record in corporate rebranding, governance reform and institutional modernisation at ZINARA, suggest a leader capable of driving both reputational renewal and operational efficiency at ZTA.
Dr Manyaya’s appointment coincides with the rollout of Zimbabwe’s new Tourism Policy, which seeks to modernise the sector, diversify products, enhance destination competitiveness, strengthen community participation and attract sustainable investment.
His mandate at ZTA is to position Zimbabwe as a preferred destination, generate tourism intelligence, enforce standards, coordinate stakeholders and stimulate growth, which aligns squarely with the policy’s strategic thrust. Industry observers view his leadership as an opportunity to deepen market intelligence, sharpen destination branding under the “Experience Zimbabwe” platform, strengthen air access and infrastructure partnerships and build investor confidence at a time when tourism is expected to play an even greater role in national economic transformation.
With his rare combination of strategic communication expertise, board-level governance experience, international exposure and academic depth, Dr Manyaya brings to ZTA not only managerial competence but also the strategic vision required to steer Zimbabwe’s tourism sector into its next growth phase.
As the country positions itself under a renewed policy framework, his appointment is widely regarded as the dawn of a new chapter, one that holds promise for consolidating past gains, unlocking new markets and firmly anchoring tourism as a pillar of sustainable national development.
The development came at a time Zimbabwe is proud to host a high profile event in 2026.
Recently, Tourism and Hospitality Industry Minister, Honourable Barbara Rwodzi signed the letter of intent with the newly appointed UN Tourism Secretary-General, Ms Shaikha Alnuwais, confirming Zimbabwe’s commitment to host the 23rd Meeting of the UN Tourism Committee on Tourism and Sustainability (CTS) in Victoria Falls from April 27 to 28, 2026.
This step precedes the formal host agreement and will see the CTS held back-to-back with the 3rd UN Tourism Women in Tourism Congress from April 28 to 30, 2026.
The CTS meeting will serve as a strategic launch platform for global preparations towards the International Year of Resilient and Sustainable Tourism (IYRST) 2027, with its outcomes informing Zimbabwe’s contribution to the Agenda 2030 on the Sustainable Development Goals, as UN Tourism Member States will be expected to report on their National programmes and initiatives at the United Nations General Assembly through UN Tourism.
Online Reporter