Mercedes-Benz Expedition puts Zimbabwe Tourism on global stage

Zimbabwe’s tourism story has received a major international boost after Mercedes-Benz featured Victoria Falls and other iconic attractions as part of its prestigious “140 Years. 140 Places” global expedition.

The expedition, which celebrates 140 years of Mercedes-Benz heritage, mobility and discovery, brought an international team to Victoria Falls, providing Zimbabwe with valuable global destination-marketing exposure at a time when the country is intensifying efforts to position itself as a leading tourism destination.

The 21-member international expedition team, drawn from Germany, Austria, the United Kingdom and South Africa, crossed the iconic Victoria Falls Bridge, capturing the landmark as part of the global journey.

The expedition also visited the Big Tree and the historic Victoria Falls Hotel, placing Zimbabwe’s natural, adventure and heritage tourism assets at the centre of an international travel narrative.

Representing the Minister of Tourism and Hospitality Industry, Barbara Rwodzi, Deputy Minister Tongai Mnangagwa, accompanied by Zimbabwe Tourism Authority chief executive officer Dr George Manyaya, described the expedition as a powerful destination-marketing opportunity for Zimbabwe.

“Beyond the visibility generated by a globally recognised brand, the initiative strategically presents Victoria Falls as a destination where Nature, History, Adventure, Heritage and authentic Cultural experiences converge, creating compelling International content that will influence destination awareness and travel interest,” the Ministry said.

“By featuring Zimbabwe in a prestigious global expedition, Mercedes-Benz is helping amplify the country’s Tourism narrative to audiences beyond traditional markets and reinforcing Victoria Falls as a world-class gateway to the Zimbabwean experience.”

The Ministry said the collaboration demonstrated the growing importance of international brand partnerships in marketing Zimbabwe beyond conventional tourism platforms.

The Mercedes-Benz expedition comes as Zimbabwe continues to diversify its tourism markets and increase the international visibility of its attractions, with Victoria Falls remaining one of the country’s strongest tourism brands.

The resort city offers a combination of the natural spectacle of the Victoria Falls, adventure tourism, wildlife, heritage and hospitality products, making it an important gateway into Zimbabwe’s broader tourism offering.

The use of Mercedes-Benz’s global platform gives the destination an opportunity to reach audiences that may not necessarily be exposed to conventional tourism advertising.

The Ministry said the international exposure would help communicate the diversity of experiences available in Zimbabwe.

The country’s tourism sector is also seeking to unlock a wider range of attractions beyond Victoria Falls, including cultural, heritage, wildlife, adventure and community-based tourism products.

The Mercedes-Benz expedition therefore provides an opportunity to tell a broader Zimbabwean tourism story, with Victoria Falls serving as the entry point.

The Ministry said the initiative would help reinforce the destination’s position in international markets while exposing visitors and global audiences to the country’s wider tourism proposition.

The expedition is particularly significant as international tourists increasingly rely on digital content, social media and experiential storytelling when selecting destinations.