Shift towards Afrocentric tourism branding in Zimbabwe

Afrocentric tourism branding is a powerful strategy to reclaim the narrative of Zimbabwe’s rich history, vibrant traditions and untamed beauty.

Afrocentrism in tourism branding development prioritises African perspectives, values and beliefs, placing them at the core of the branding strategy, as exemplified in examples from across Africa.

Examples include, South Africa’s ‘Africa’s Gift’ campaign, Ghana’s ‘Year of Return’ initiative, and Rwanda’s ‘Visit Rwanda’ programme, which all celebrate African cultural heritage and identity.

Similarly, in Zimbabwe, First Lady Dr Auxillia Mnangagwa has been at the forefront of promoting Afrocentrism through her tireless efforts in preserving and showcasing Zimbabwe’s rich cultural heritage, including the launch of the country’s traditional dress initiative, which aims to promote local fashion and textiles.

The First Lady has also supported the Great Zimbabwe University project, which seeks to revive and celebrate the history and legacy of the Great Zimbabwe monuments.

These efforts demonstrate the power of Afrocentrism in tourism branding, fostering a sense of pride, ownership and cultural revitalisation.

This approach celebrates African cultural heritage, traditions and history, and recognises the continent’s unique contributions to global culture, as seen in the global African diaspora festivals like the ‘Back to Africa’ Festival in Ghana, ‘Festival sur le Niger’ in Mali, and Carnival in Trinidad and Tobago, which showcase African music, art and culture.

Afrocentrism in tourism branding emphasises community empowerment, cultural authenticity and sustainable development, ensuring that tourism benefits local populations and promotes African self-determination.

In Zimbabwe, the First Lady has initiated several empowerment programmes for the girl child and women, including ‘Mukando’ initiatives.

Mukando is an initiative whereby women come together to share ideas, provide each other with short-term loans, and engage in income-generating projects, fostering financial independence, entrepreneurship and community development.

This innovative approach is transforming lives of people and promoting tourism branding in Zimbabwe, as women are now able to invest in tourism-related ventures, such as hospitality, crafts and cultural performances, showcasing the country’s rich heritage and unique experiences to the world.

Mukando has enabled women to take ownership of tourism development, creating authentic experiences that reflect the country’s cultural diversity, such as traditional cooking classes, textile design and village tours, attracting tourists seeking immersive and meaningful experiences.

By empowering women, Mukando is not only transforming lives but also redefining the tourism landscape in Zimbabwe, making it more inclusive, sustainable and authentic, a true testament to the power of women’s empowerment in shaping the future of tourism

Promoting an Afrocentric approach in tourism is crucial because it allows African countries to reclaim their rich cultural heritage and values that were eroded by colonialism, which devastated the mind-sets of African people and imposed dominant Western narratives and stereotypes.

For centuries, colonialism perpetuated a false narrative that African cultures were inferior, suppressing the continent’s genuine cultural identity.

Afrocentrism challenges this narrative, placing African voices and experiences at the forefront of tourism development.

Traditional chiefs play a vital role in Afrocentric views, serving as custodians of cultural knowledge and traditions.

It is through embracing Afrocentrism that Africa will be able to create a unique and authentic brand identity that resonates with African diasporic communities and international tourists seeking meaningful cultural engagement.