Online Reporter
Liberty Dube
Tourism Correspondent
LONG celebrated for its mist-covered mountains, rolling tea estates, picturesque woodlands, cascading waterfalls and rich cultural traditions, the Eastern Highlands now finds itself at a decisive moment.
Despite its undeniable beauty and vast potential, the region has for years remained underutilised, constrained by limited infrastructure, subdued global visibility, and fragmented tourism development efforts.
As Zimbabwe prepares to host the International Year of Sustainable and Resilient Tourism in 2027, the spotlight is shifting, and the Eastern Highlands can no longer afford to remain in the shadows.
While iconic destinations like Victoria Falls have long carried Zimbabwe’s tourism brand on the global stage, the future demands diversification.
The Eastern Highlands — stretching across Nyanga, Vumba, and Chimanimani — offers precisely the kind of eco-conscious, community-driven experiences that today’s travellers are increasingly seeking.
Yet challenges persist – access roads in some areas remain inadequate, investment in high-quality accommodation is uneven, and many local communities are still on the periphery of tourism value chains – especially in Vumba and Nyanga.
Without urgent and coordinated action, the region risks missing out on one of the most significant tourism opportunities in recent history.
That opportunity was brought into sharp focus at Victoria Falls, where the 23rd UN Tourism Committee on Sustainable Tourism Meeting convened global leaders and stakeholders.
Officially opened by UN Tourism Secretary-General Ms Shaikha Al Nuwais, the theme — “Advancing from Empowerment to Leadership: Driving Structural Change in the Tourism Sector in Africa” — was underscored.
Her message resonated beyond the conference halls: Africa’s tourism sector must move beyond potential and into transformative action.
A defining highlight of the event was the historic unveiling of the logo for the International Year of Sustainable and Resilient Tourism 2027, first revealed to the world on Zimbabwean soil.
With the United Nations General Assembly having proclaimed 2027 as a global year dedicated to sustainability and resilience in tourism, Zimbabwe has been entrusted with hosting this milestone.
This is far more than symbolic recognition.
It can be safely said it is a call for the country to lead by example in building a tourism sector that is inclusive, environmentally responsible, and economically impactful.
For the Eastern Highlands, this global endorsement amplifies both urgency and opportunity.
The region’s natural attributes already align with the principles being championed — biodiversity conservation, low-impact tourism and authentic cultural engagement.
However, alignment alone is not enough. Turning potential into performance will require deliberate investment, innovation, and collaboration across all levels of the tourism ecosystem.
In her remarks, Tourism and Hospitality Industry Minister, Honourable Barbara Rwodzi, expressed gratitude on behalf of President Emmerson Mnangagwa for Zimbabwe’s role in hosting the global event, while reaffirming the country’s commitment to a tourism model that uplifts communities and safeguards heritage.
These national efforts provide a framework, but their success will ultimately depend on how regions like the Eastern Highlands respond.
The need for improved infrastructure is immediate and undeniable.
Reliable road networks, clear signage, and enhanced digital connectivity are essential to unlock the region’s accessibility.
Equally important is the development of accommodation that meets international standards while embracing sustainability, ensuring that growth does not come at the expense of the environment.
Beyond physical infrastructure, the Eastern Highlands must embrace a more inclusive tourism model.
Communities should not merely host visitors; they should actively participate and benefit. Training programmes, support for local entrepreneurs, and the promotion of community-led tourism initiatives can ensure that economic gains are widely distributed. This approach not only strengthens livelihoods but also deepens the authenticity of the visitor experience.
At the same time, the region must rethink its tourism offerings. Traditional sightseeing alone will not suffice in a competitive global market.
Adventure tourism, wellness retreats, agro-tourism, and cultural experiences can diversify the product base and attract a broader audience.
Packaging these experiences into compelling, market-ready offerings will be critical in positioning the Eastern Highlands as more than just an alternative destination — it must become a destination of choice.
Equally pressing is the need for a strong and distinct brand identity. For too long, Zimbabwe’s tourism narrative has been dominated by Victoria Falls. While its global appeal remains unmatched, the Eastern Highlands must carve out its own space in the market. Strategic marketing, digital storytelling, and participation in international tourism platforms can elevate its profile and attract new visitors.
As the world looks towards 2027, sustainability and resilience are no longer optional; they are defining principles.
The Eastern Highlands is uniquely positioned to lead in this regard, but leadership will require commitment.
Conservation efforts, responsible resource management, and adherence to global sustainability standards must become integral to every aspect of tourism development in the region.
The successful opening of the UN Tourism meeting has set a powerful tone for Africa’s tourism future — anchored in sustainability, driven by community empowerment, and propelled by visionary leadership. For Zimbabwe, it is a moment of pride.
For the Eastern Highlands, it is a moment of reckoning. The path to 2027 is already being charted. Whether the Eastern Highlands rises to meet this moment or remains on the margins will depend on the decisions made today. The opportunity is clear, the stakes are high, and the world will be watching.
Over to you, Eastern Highlands!!
Moffat Mungazi