Online Reporter
Michael Tome, Zimpapers Business Hub
THE Ministry of Tourism and Hospitality Industry says it is actively bidding to host regional and international events as it seeks to capitalise on the potential benefits of the meetings, incentives, conferences and exhibitions (MICE) tourism.
The events being pursued by the ministry, through the Zimbabwe National Convention Bureau (ZNCB), include those of the African Public Relations Association (2025), the African Federation of Institutes of Internal Auditors (2026), the International Brain Research Organisation (2027) and Jehovah’s Witnesses (2026).
In 2024, Zimbabwe hosted a range of high-level international gatherings that brought in thousands of visitors.
They included the Southern African Development Community Summit; the United Nations (UN) Regional Forum on Gastronomy Tourism for Africa, the UN Economic Commission for Africa’s Conference of African Ministers of Finance, Planning and Economic Development; and the Chartered Institute of Transport and Logistics Forum.
Hosting the above-mentioned events not only showcased Zimbabwe’s hospitality and conferencing capabilities, but also had significant economic ripple effects across hotels, airlines, restaurants and local tour operators.
More events like these can help Zimbabwe unlock its full tourism potential and solidify its position as a leading destination for international conferences and gatherings.
The visibility and credibility Zimbabwe gained from these engagements have firmly positioned the country as a rising MICE destination in Southern Africa.
Zimbabwe also recorded 384 221 business tourist arrivals in 2024, signalling a robust recovery for the country’s tourism industry.
This growth is arguably a direct result of deliberate Government policies, including President Mnangagwa’s “Zimbabwe is open for business” mantra, which has become a foundation for tourism resurgence.
“The surge in business tourism is anchored in progressive policy changes and strategic direction. Key among them is the revised National Tourism Policy, which promotes a cluster-based growth model. This model identified business tourism as a priority area with quick wins for investment and arrivals,” said Ministry of Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa in an interview.
“As such, the Zimbabwe National Convention Bureau is actively bidding for more events, including those of the African Public Relations Association in 2025, the African Federation of Institutes of Internal Auditors in 2026, the International Brain Research Organisation in 2027, Jehovah’s Witnesses in 2026.”
Zimbabwe intends to continue leveraging MICE tourism as part of efforts to revive the industry from the slowdown experienced during the Covid-19 period.
MICE has been identified as a key vehicle for the recovery of tourism, given its potential to contribute significantly to the sector and to the national economy at large.
It can generate substantial revenue by attracting large numbers of visitors, who spend money on accommodation, food and beverages, transportation, entertainment and other tourism-related activities.
Globally, the MICE market is the highest revenue contributor to the tourism industry, with its value reaching US$805 billion in 2017, US$916 billion in 2019 and projected to reach approximately US$1,8 trillion in 2030.
Africa is rapidly establishing itself as an upcoming MICE destination, evidenced by the formation of national convention bureaus across the continent and their participation in international MICE events.
Tourism Business Council of Zimbabwe president Mr Paul Matamisa said the MICE sector remains vital for Zimbabwe’s tourism success.
“The meetings, incentives, conferences and exhibitions (MICE) industry continues to be a vital component driving the success of Zimbabwe’s tourism sector,” he said.
“This sector plays a significant role in attracting international visitors, generating revenue and enhancing the country’s reputation as a premier destination for business and leisure tourism.
“Hosting conferences, exhibitions and other events allows Zimbabwe to showcase its rich cultural heritage, natural beauty and world-class hospitality, ultimately contributing to the country’s economic growth and development.”
The Ministry of Tourism and Hospitality Industry’s investment promotion policies have attracted global hotel brands such as Hyatt Regency, reflecting growing investor confidence and the demand for world-class facilities to support tourism growth.
To further bolster the local tourism industry, the ministry has actively promoted Zimbabwe internationally, deploying 11 tourism attachés to key markets, including Germany, Japan, France, the United Kingdom, the United States and South Africa, bringing Destination Zimbabwe directly to investors, meeting planners and event organisers. Six additional attachés will be posted to Brazil, Canada and Russia, among other markets, broadening Zimbabwe’s global outreach by the end of 2025.
