Online Reporter
Rutendo Nyeve, [email protected]
THE Government is repositioning tourism as a broader engine of economic growth by promoting diverse products and destinations across Zimbabwe, in a strategic shift away from over-reliance on Victoria Falls.
Permanent Secretary in the Ministry of Tourism and Hospitality Industry Dr Takaruza Munyanyiwa said the country must strategically develop and promote its diverse tourism assets and destinations to unlock the sector’s full potential and ensure its benefits are spread more widely across the economy.
“Zimbabwe is not just about Victoria Falls. For Zimbabwe to grow in terms of tourism, we need to increase products and destinations.
“We need to market other destinations so that we increase the length of stay for tourists,” he said.
The consultations are part of the ongoing development of the National Tourism Sector Strategy (NTSS) 2026-2030, a five-year blueprint designed to strengthen the sector’s competitiveness, attract investment, and promote sustainable growth in line with Vision 2030 and the National Development Strategy 2 (NDS2).
Dr Munyanyiwa said the proposed strategy is a defining moment for the sector.
“NTSS is a defining moment in our collective journey to shape the future of Zimbabwe’s tourism sector,” he told stakeholders here.
“Together, we will shape a vibrant, resilient, and globally competitive tourism sector that uplifts communities, strengthens our economy, and reaffirms Zimbabwe’s place on the world tourism map”.
The strategy identifies Product Development and Diversification as its first strategic pillar, advocating a heritage-based and cluster-based tourism development model supported by devolved tourism development and stronger community participation.
Zimbabwe has made significant progress in rebuilding the sector following the Covid-19 pandemic.
Tourism receipts grew from US$500 million in 2021 to US$1,32 billion in 2025, while international arrivals surged from 390 000 to 1,78 million over the same period.
Dr Munyanyiwa emphasised that the NTSS provides a practical framework to guide policy implementation and respond to changing global tourism trends, including digital transformation, climate resilience, wellness tourism, and community-based tourism.
The Government is targeting annual tourism receipts of US$5 billion by 2030.
Stakeholders welcomed the strategy, noting that greater product diversification and stronger destination marketing would enhance Zimbabwe’s appeal in international markets.
“Tourism is changing globally, and Zimbabwe must remain competitive by investing in innovation, destination marketing, skills development and sustainable tourism products that benefit businesses as well as local communities,” stakeholders said.
