Online Reporter
Sunday Mail Business Reporter
The Zimbabwe Tourism Authority (ZTA) has ushered in a new era of strategic leadership with the appointment of Dr George Munyaradzi Manyaya, a distinguished marketing, communications and governance expert, as its new Chief Executive Officer, effective 1 February 2026. His appointment marks a significant vote of confidence in visionary leadership at a time when Zimbabwe’s tourism sector is asserting itself as a globally competitive destination.
Widely regarded as one of the country’s most accomplished strategists, Dr Manyaya brings to ZTA an exceptional blend of academic excellence, executive experience and deep institutional knowledge across sectors that are central to tourism growth and destination competitiveness.
His appointment is widely viewed as a transformative development that strengthens ZTA’s capacity to drive innovation, enhance brand positioning and unlock sustainable value across the tourism ecosystem.
Announcing the appointment, the ZTA Board expressed strong confidence in Dr Manyaya’s leadership credentials and strategic depth.
“The Board of the Zimbabwe Tourism Authority is pleased to announce the appointment of Dr George Munyaradzi Manyaya as Chief Executive Officer, effective 1 February 2026. Dr Manyaya brings strong academic credentials, strategic leadership and extensive multisectoral experience to the Authority,” said the Board.
The Board further described Dr Manyaya as a recognised marketing and communications strategist with a proven track record of institutional transformation, stakeholder coordination and brand repositioning.
Dr Manyaya joins ZTA from ZESA Holdings, where he served as General Manager for Marketing, Communications and Stakeholder Relations, playing a central role in strengthening corporate reputation, public trust and stakeholder engagement within one of the country’s most strategic utilities.
His professional journey reflects a rare breadth of experience across critical sectors that directly underpin tourism development, including aviation, transport, telecommunications, energy and public sector regulation.
He previously held senior roles at the Postal and Telecommunications Regulatory Authority of Zimbabwe (POTRAZ) as Head of Consumer Affairs and Publicity, as well as executive positions at NetOne, Mbada Diamonds and the Civil Aviation Authority of Zimbabwe.
His international exposure includes service within the United Nations system through the International Organisation for Migration (IOM), where he gained valuable insight into development planning, infrastructure coordination, investment facilitation and multilateral stakeholder engagement — competencies that are increasingly vital in the global tourism landscape.
Beyond executive management, Dr Manyaya is a respected boardroom leader.
He currently serves as Chairman of the Zimbabwe National Road Administration (ZINARA), where he has been widely credited with spearheading impactful rebranding, governance reforms and modernisation initiatives that have enhanced institutional visibility and accountability.
His board experience spans both public and private sector institutions, reinforcing his reputation as a principled and results-oriented leader.
Academically, Dr Manyaya is exceptionally accomplished.
He holds a Doctorate in Business Management, a Master of Science degree in International Relations, a Master’s degree in Strategic Management and Corporate Governance and a Bachelor’s degree in Business Management.
In addition, he possesses professional qualifications in Mass Communication, Diplomacy and Regulation, a combination that uniquely positions him to lead ZTA’s complex mandate at the intersection of branding, policy, investment and stakeholder relations.
His ties to Zimbabwe’s tourism sector are both longstanding and deeply rooted.
Dr Manyaya previously served as a Tourism Brand Ambassador and was a member of the Organising Committee of the landmark 2013 United Nations World Tourism Organisation (UNWTO) General Assembly, which was successfully co-hosted by Zimbabwe and Zambia.
That global event remains a defining moment in the country’s tourism diplomacy and international visibility.
As Chief Executive Officer, Dr Manyaya’s mandate will be wide-ranging and strategic.
It includes positioning Zimbabwe as a competitive and compelling global tourism destination, driving tourism development, enforcing industry standards, generating tourism intelligence, coordinating public and private sector stakeholders, and facilitating sustainable investment that contributes meaningfully to national economic growth.
His appointment comes at a particularly opportune moment.
Zimbabwe has recently been named the world’s best country to visit in 2025 by Forbes magazine, a powerful global endorsement that underscores the country’s growing appeal as a premium tourism destination.
This recognition aligns with strong sector performance, with Zimbabwe recording over 1,6 million international tourist arrivals in 2024, generating US$1,2 billion in tourism receipts and attracting US$190,5 million in tourism-related investments, according to a government report released in September last year.
Zimbabwe’s tourism offering is anchored by its extraordinary natural and cultural heritage, including five UNESCO World Heritage Sites — Victoria Falls, the Great Zimbabwe Monument, Khami National Monument, Matobo Hills and Mana Pools National Park.
These iconic attractions continue to draw global attention and reinforce the country’s distinctive tourism brand.
In its citation, Forbes described Zimbabwe as “a mosaic of rugged wild terrain and deep ancestral heritage, where jagged granite outcrops rise above sun-scorched golden plains and skies stretch wide over rustling acacia groves.”
The publication singled out Victoria Falls, the Great Zimbabwe Monument and the Eastern Highlands as must-visit destinations for travellers seeking wellness, cultural immersion and low-intensity, experience-driven travel.
Global travel data further reinforces Zimbabwe’s rising profile. According to world-leading travel site KAYAK, flight searches to Bulawayo have increased by more than 80 percent, while Harare has recorded a 56 percent increase this year, signalling growing international interest and connectivity.
The Second Republic has consistently prioritised tourism as a key economic driver.
President Mnangagwa has repeatedly described tourism as a “low-hanging fruit for accelerated economic growth, employment creation and foreign currency generation.”
In line with this vision, Cabinet last year approved reforms to review licences, permits, levies and fees in the tourism sector to reduce the cost of doing business and enhance competitiveness.
Against this dynamic backdrop, Dr Manyaya’s appointment is widely seen as both timely and strategic.
His leadership is expected to consolidate recent gains, deepen global engagement, strengthen destination branding and position the ZTA as a modern, agile and impact-driven institution capable of steering the sector into its next phase of growth.
As Zimbabwe’s tourism story continues to resonate across global platforms, Dr Manyaya assumes office with a clear mandate —to harness momentum, build partnerships and champion a tourism vision that reflects the country’s richness, resilience and promise on the world stage.
