Online Reporter
Rutendo Nyeve in VICTORIA FALLS
First Lady, Dr Auxillia Mnangagwa, has urged African countries to move beyond mere talk of empowerment and address structural barriers that continue to prevent women from rising to the highest leadership levels in the tourism industry.
Officially opening the 2nd UN Tourism Regional Congress on Women Empowerment in Tourism in Africa, held in Victoria Falls, Dr Mnangagwa said women must shift from being ordinary participants to becoming influential decision-makers who shape the future of the sector across the continent.
The First Lady said tourism remains one of Africa’s most promising economic sectors, with the potential to create jobs, generate foreign currency and uplift communities, but warned that the full benefits would not be realised if women continue to be excluded from key leadership and ownership structures.
The three-day high-level congress is being held under the theme: “Advancing from Empowerment to Leadership: Driving Structural Change in the Tourism Sector.”
The congress also witnessed global recognition of the First Lady’s pioneering initiatives, with her cookout competitions, the Agric4She programme and the Farm to Market Galore initiative taking centre stage as transformative models for women’s economic empowerment across the continent.
To commence proceedings, Dr Mnangagwa toured vibrant exhibitions where women showcased an impressive array of products ranging from clothing and organic herbs to beadwork, culinary delights and ecotourism services.
The First Lady was accompanied by UN Tourism Secretary-General Ms Shaikha Al Nuwais, with both leaders visibly moved by the entrepreneurial spirit on display.
The exhibitions demonstrated the tangible impact of the First Lady’s initiatives, which have become powerful vehicles for transformation, dignity and economic independence for countless women across Zimbabwe.
To add flair to the congress, following the official proceedings, the First Lady facilitated a special excursion for women drawn from all ten provinces of Zimbabwe, many of whom had never visited the country’s premier tourist attraction.
As they stood before the thundering “Smoke that Thunders,” the roar of the falls was matched only by their excitement.
Speaking at the official opening, Dr Mnangagwa said women should not only be recognised for their contribution at grassroots level, but must also be supported to occupy strategic positions where decisions are made.
“To every woman listening, to every girl watching, your voice matters. Your leadership is needed, whether in Government, business, community or global institutions. There is space for you at the table. If there is no space, you have the power to create it.
“Women’s empowerment is no longer merely a developmental aspiration; it is a strategic necessity,” she said.
Dr Mnangagwa said women’s empowerment aligns perfectly with the African Union’s Agenda 2063 and global policy frameworks.
The First Lady noted with pride that approximately 41 percent of tourism portfolio ministers in Africa are now women, describing this as a testament to commitment towards a gender-inclusive governance architecture.
The Tourism and Hospitality Patron also issued a call to action for expanding access to finance for women in tourism, promoting skills development, breaking down structural barriers, increasing women’s representation in leadership and strengthening partnerships across Governments, the private sector and civil society.
“To my brothers and male leaders here present, let us be clear. Women’s empowerment does not diminish your power; it completes it. When you uplift and support a woman, you elevate not only a household, but an entire community, and ultimately the strength and competitiveness of our tourism destination,” she said.
Dr Mnangagwa urged delegates to move beyond dialogue to decisive action.
“Let us leave this Congress not with speeches, but with signatures on commitments, on partnerships and on action plans. Zimbabwe stands ready to work with every delegation here to ensure that the story of African tourism is no longer just about lions and landscapes and its people, but about the lion-hearted women who welcome the world,” she said.
Dr Mnangagwa also detailed how her cookout competitions have changed the culinary landscape.
“Through the cookout competitions, we have celebrated and elevated indigenous culinary traditions, empowering women in gastronomy and creating pathways for entrepreneurship within the tourism value chain.
“Our women are working around the clock to promote the consumption and production of traditional grains, traditional vegetables and wild fruits, among others,” she said.
The initiatives have successfully linked traditional food systems with modern tourism markets, creating sustainable livelihoods while preserving Zimbabwe’s rich culinary heritage.
The First Lady said the Agric4She initiative is a cornerstone of Government’s commitment to women’s empowerment and sustainable agricultural practices.
“The Agric4She initiative has been instrumental in supporting women in agriculture, enhancing food security and linking women producers to tourism markets,” Dr Mnangagwa said.
“This initiative stands as a testament to Government’s commitment to women’s empowerment and the adoption of sustainable agricultural practices.”
The First Lady emphasised that these are not merely programmes but comprehensive vehicles of transformation that restore dignity and create genuine economic independence for women across all provinces.
The Farm to Market Galore programme has provided an essential platform for women farmers and producers to access markets, showcase their products and integrate into broader economic systems, she explained.
The initiative has successfully broken down barriers that historically excluded women farmers from mainstream economic participation, creating direct linkages between rural producers and tourism value chains.
UN Tourism Secretary-General Ms Shaikha Al Nuwais heaped praise on Dr Mnangagwa’s hands-on approach to leadership, revealing a personal conversation that deeply moved her.
“I had the privilege of learning directly from you about your remarkable initiative, Agric4She,” Ms Al Nuwais told the congress.
“What stayed with me was how you described it how you personally handed grains to each woman so they could plant, grow and benefit from their own work. As you said, ‘from farm to market’. Not from a distance, but on the ground, exactly where that journey begins.”
The Secretary-General also marvelled at the First Lady’s willingness to venture into remote communities.
“And when you spoke about going into the bush camps with the youth, I asked myself, where do we see that kind of leadership today? Where do we see leaders who step out of the office and into people’s realities? That level of groundedness is rare, and it is what true leadership looks like.
“Amai, I will not forget your advice to me to be strong, to be courageous, and that women must support each other, not bring each other down. Because in the end, we all have a choice: do we build bridges, or do we break them?” she said.
Minister of Tourism and Hospitality Industry Barbara Rwodzi expressed profound gratitude to Dr Mnangagwa for championing tourism development in Zimbabwe.
The Minister acknowledged that the First Lady’s unwavering dedication has positioned Zimbabwe as a continental leader in women-inclusive tourism models, creating a legacy that will benefit generations of women entrepreneurs.
Among them, her impactful work with the wives of chiefs, highlighting that what began with simple traditional meals like sadza and derere has grown into a recognised feature in hotels, restaurants, and airlines, with local foods such as matemba and madora now being showcased.
Minister Rwodzi also said the First Lady’s efforts earned international recognition from UN Tourism, which invited her to Spain in 2023 for pioneering gastronomy tourism in Africa.
She added that her global philanthropic work has also led to her being honoured with a doctoral title for improving livelihoods.
Minister of Foreign Affairs and International Trade, Professor Amon Murwira, underscored the critical role of the tourism sector in achieving Zimbabwe’s national development goals, stating that the industry is now a key instrument for building a prosperous society.
“This Congress directly speaks to our national objective: to build a prosperous society by meeting the needs of our people. Tourism, when structured through value addition, innovation and inclusion, becomes a key instrument for achieving this objective.
“In this regard, our foreign policy goal of promoting international tourism for prosperity is fully aligned with the Tourism and Hospitality Industry Policy (2025-2030), demonstrating coherence between diplomacy and domestic development,” he said.
Minister of State for Provincial Affairs and Devolution for Matabeleland North, Richard Moyo, emphasised that the goal is not merely employment, but total transformation.
“We must envision a tourism sector where women are not only employees, but entrepreneurs; not only participants, but policymakers,” he said.
Minister Moyo reaffirmed the province’s commitment to investing in training programmes and supporting women-owned enterprises that bring innovation and resilience to the tourism value chain.
The excursion to the majestic Victoria Falls left many of the visiting women deeply moved, with several expressing gratitude for the rare opportunity and recognition.
One participant Carol Ncube from Bulawayo said, “This trip has given us dignity. Being invited to such a big international event makes us feel that our hard work in the rural areas is finally being seen by the world.”
Another woman, Privilege Bere, shared her disbelief at finally experiencing the iconic destination.
“I have lived in Zimbabwe all my life, but never thought I would stand here. Her Excellency has given me a memory I will carry to my grave.”
Another woman, Panashe Courtney Dindiwe, reflected on the emotional impact of the natural wonder and the First Lady’s gesture.
“Seeing the power of this water makes me feel powerful as a woman. I am grateful to Amai for remembering us in the villages.”
The event has attracted delegates from across Africa and beyond, including tourism experts, policymakers and development partners, who are expected to deliberate on strategies to strengthen women’s participation and leadership in the tourism value chain.
The congress is also expected to explore ways of creating enabling environments that support women entrepreneurs, enhance access to financing and promote skills development to ensure women can compete favourably in the sector.
