Online Reporter
Nqobile Bhebhe, Zimpapers Business Hub
THE Government will intensify efforts to bid for major international conferences through the National Convention Bureau (NCB), while enhancing participation in flagship tourism expos as part of a broader drive to boost destination visibility and accelerate sector growth.
This comes as the tourism industry is projected to expand by 3.1 percent in 2026, anchored by strong arrivals from key source markets and increased international marketing.
According to Finance, Economic Development and Investment Promotion Minister, Professor Mthuli Ncube, Zimbabwe is poised for heightened exposure on the global travel circuit.
Presenting the 2026 National Budget, Prof Ncube said the country would continue leveraging high-profile meetings, exhibitions and expos to strengthen its position in the international tourism landscape.
“In addition, Government will continue bidding for major international conferences through the National Convention Bureau and actively participate in flagship tourism expos, meetings and exhibitions at regional and international levels.
“As the global market shifts toward a digital economy, priority will be on investing in digital marketing infrastructure, particularly artificial intelligence, to enhance competitiveness, critical to accelerating the country’s performance on the global tourism landscape,” said Prof Ncube.
The Minister said domestic tourism remains on a solid recovery path, driven by rising disposable incomes, an expanding middle class and robust intra-African travel.
“Domestically, the sector is projected to record growth of 2.9 percent in 2025, underpinned by a growing middle-class market, growing domestic and intra-African tourism, and increased investments. Government policies supporting this growth include duty suspensions on capital equipment, motor vehicles, and buses imported by tourism operators, among other interventions.”
The sector is set for further momentum next year, Prof Ncube said.
“In 2026, the tourism sector is expected to grow by 3.1 percent, driven by arrivals from major source markets. International tourist arrivals are forecasted to reach 1.87 million, up from 1.79 million in 2025, driven by enhanced marketing and greater visibility of Zimbabwe’s iconic destinations such as Victoria Falls, Hwange National Park, and the Eastern Highlands.”
To sustain this growth trajectory, Government has allocated ZiG339 million to the Ministry of Tourism and Hospitality Industry for 2026.
Prof Ncube said the budget will enable the Ministry to drive strategic sector initiatives, broaden marketing activities and consolidate Zimbabwe’s ranking as a destination of choice.
“This will enable the Ministry to accelerate the development of the tourism sector through the implementation of strategic initiatives, expanding marketing Zimbabwe tourist destination abroad and solidifying the country’s position as a leading tourism destination of choice.”
As part of market diversification efforts, Government will deploy tourism attachés to more emerging markets.
Already, advertisements for prospective candidates have been flighted.
“In 2026, Government will continue to strengthen market development and diversification through deploying tourism attachés to six additional emerging markets, namely, Russia, Brazil, Canada, Nigeria, Turkey and Australia.
“This strategic expansion aims to broaden the country’s presence both regionally and globally, increasing visibility in these promising source markets.”
Prof Ncube said cooperation with global tourism partners would also be deepened.
“Government will also strengthen bilateral and multilateral cooperation to boost the country’s image and tourism development by adopting global best practices. Investments in market research and joint marketing initiatives for key tourism products and corridors will be upscaled.”
Government’s intensified marketing and international re-engagement strategy is expected to unlock more arrivals, strengthen tourism receipts and consolidate Zimbabwe’s recovery toward pre-pandemic growth levels.
