Moffat Mungazi
Moffat Mungazi
Post Reporter
FROM the almost palpable aura of warm-heartedness, one could feel the pulse of Zimbabwean elegance at Trent Bridge.
Although we were over 5 000 miles away from our own capital city, Harare, one could tell the Zimbabwean opulence that wafted in the air.
Despite not being the hosts, some unmistakable Zimbabwean grandeur was on show. Zimbabweans were in town, and had painted it red!
By the time the historic three-day cricket Test Match between England and Zimbabwe was over at Trent Bridge, Nottingham last Saturday, the ambience of Zimbabwean hospitality had sent tremors throughout the United Kingdom, and was echoing beyond.
The Chevrons marked their return to Test Match against the Three Lions in style.
The event had been two decades – 22 years to be precise – in the making.
And Zimbabwe made the most of this auspicious occasion, utilising the momentous moment in Nottingham, to vigorously promote the country as a global tourist destination of choice during the three-day Test Match at Trent Bridge Cricket Ground.
While on the field of play the Chevrons were defeated by an innings and 45 runs by the Three Lions, not everything was lost as the country recouped something in the stands.
Zimbabwe brought its A-game in marketing the country’s tourism attractions.
The Ministry of Tourism and Hospitality Industry in collaboration with the Zimbabwean Embassy in England, spearheaded the initiative to profile the country as a prime destination boasting several premier holiday resorts.
The strategic move served to market Zimbabwe’s natural wonders, spectacular tourist attractions, charming wildlife, stunning scenery, unparalleled adventure opportunities, rich cultural heritage and globally acclaimed hospitality to the England and United Kingdom communities as well as the world at large.
This was done through digital stadium advertisement billboards at the match venue, while a dedicated tourism information kiosk was also put up to handle enquires as a high influx of keen prospective visitors was experienced.
Zimbabwe’s Ambassador to United Kingdom, (Retired) Colonel Christian Katsande and Tourism and Hospitality Industry Deputy Minister, Honourable Tongai Mnangagwa graced the occasion.
While the cricket match was ongoing, Miss Universe Zimbabwe 2025, Lyshanda Moyas was also in the thick of things interacting with spectators at the ground, while harping on the string of promoting the country as a tourism crown jewel.
The enchanted cosmopolitan crowd, among which even English fans numbered and draped in eye-catching Zimbabwean national fabric and colours, added an irresistible vibe to the event as those rooting for the Chevrons broke into song and dance.
The camaraderie exuded a shared experience of warmth and vitality.
It was symbolic of cultural exchange.
This was not just a cricket game. It was the height of national branding of our tourism treasures taking centre stage.
The #ExperienceZimbabwe mantra was tidily styled and packaged.
The spectacle was both endearing and enduring.
If that momentum built is sustained by a relentless drive, it will go a long way in immensely contributing to bolstering international confidence in Destination Zimbabwe as a safe and secure tourism terminus.
This neatly dovetails with Government’s thrust to leverage economic transformation and development on tourism.
Speaking at the second UN Tourism Summit for Africa and the Americas held recently in Livingstone, Zambia, Tourism and Hospitality Industry Minister, Honourable Barbara Rwodzi said Zimbabwe is accelerating efforts to enhance investment in the sector.
“Zimbabwe is steadfast in its pursuit of an upper-middle income status by 2030, and tourism is a critical pillar in this national strategy. Tourism is the next frontier for sustainable growth across our continent,” said Minister Rwodzi.
Tourism has become one of the country’s vital economic pillars, contributing 12 percent to the Gross Domestic Product (GDP).
As a robust sector, its performance eclipsed agriculture and mining last year.
The tourism and hospitality industry has the potential to bring significant economic, social and environmental gains through foreign currency earnings, foreign direct investment, employment creation, improved infrastructure, cultural exchange and value addition at local, regional and national level while also revitalising other sectors and businesses that feed into it.
The sector boasts capacity to spur economic growth as Zimbabwe – through the National Tourism Recovery and Growth Strategy (2020-2025) – managed to surpass the US$5 billion target in earnings earlier in 2024 although it had expected to reach that by the end of this year.
Keen to keep the momentum gathered in England going, the tourism ministry continues to roll out initiatives to drive the sector to lofty heights.
This comes at a time the country’s tourism peak season is kicking off.
In a X (formerly Twitter) post on Wednesday, the ministry said: “As Zimbabwe’s tourism peak season kicks-off, the Ministry together with Zimbabwe Tourism Authority is conducting a “meet and greet” initiative at Victoria Falls International Airport. This warm welcome offers visitors a smooth entry, helpful travel information and a signature taste of Zimbabwean hospitality.
“So far the team has been receiving guests from Asia, Europe, the Unite States of America, Australia and New Zealand, eager to explore the mighty Victoria Falls. With momentum building across all tourism fronts, Zimbabwe remains a top destination offering unparalleled opportunities for adventure, wildlife experiences and cultural exploration further boosting the growth of the nation’s vibration tourism industry.”
With preparations for the Sanganai/Hlanganani/Kumbanai Tourism Expo set to be held in Mutare in September gathering pace, Hospitality Association of Zimbabwe (HAZ) president, Mr Brian Nyakutombwa, underscored the need to continue promoting the sector.
“The National Tourism Recovery and Growth Strategy is guiding the Ministry of Tourism and Hospitality Industry in its strategic initiatives to grow local and international tourism. To that end, one of the initiatives by the Ministry has been to create tourism activity clusters, and there are 12 that have been identified to date, with sports tourism being one of them. We recently had the FBC Zimbabwe Open Golf Tournament that was held at the Royal Harare Golf Course, and managed to bring tourist traffic into Harare in the form of golf players, supporters and sponsoring corporates,” said Mr Nyakutombwa.
He added: “In the same vein, cricket is a popular sport in Zimbabwe which over the years has been bringing in human traffic that contributes to the tourism sector. In line with growing sports tourism, a cricket stadium is being constructed in Victoria Falls to boost the sport’s potential in attracting even more people who will be keen to watch cricket matches and also get the opportunity to visit one of the Seven Wonders of the World. So, marketing Destination Zimbabwe at the recent cricket match in England was a deliberate, strategic and sustained move that should benefit the country through sports tourism.”
He described hosting the Sanganai/Hlanganani/Kumbanai Tourism Expo in Mutare as a masterstroke aimed at giving more impetus to the industry’s growth.
“This is another strategic drive to ensure that the event benefits all regions across the country by moving it from Bulawayo where it had always been held over the years. Overall, the move resonates with the prevailing national thrust of “leaving no one and no place behind” in transforming and developing Zimbabwe,” said Mr Nyakutombwa.
Mr Nyakutombwa said Manicaland is looking forward to hosting a highly successful Sanganai/Hlanganani/Kumbanai Tourism Expo.
“The people of Manicaland must be excited as we prepare for the upcoming event. The benefits set to be derived from the tourism expo event are testimony of the effectiveness of meetings, incentives, conferences and exhibitions (MICE) – which is a significant and rapidly growing segment the country’s tourism sector – in boosting Zimbabwe’s economic activity,” said Mr Nyakutombwa.
He said the province is set to leave a lasting legacy after the event.
“Already, there are ongoing initiatives targeted at our main ports of entry where inbound visitors are experiencing our warm hospitality at the very first instance of landing in Zimbabwe. The long term goal is for that gesture to be a culture across the country, with tourists – both local and international – being warmly received and taken good care of throughout their stay in the country. As Manicaland, we renowned for our receptive hospitality and that must be exuded over the duration of Sanganai/Hlanganani/Kumbanai Tourism Expo,” said Mr Nyakutombwa.
Indeed, a world of wonders and unforgettably amazing experience awaits any visitor to Manicaland and Zimbabwe for moments to savour and cherish eternally.
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