Online Reporter
Zimpapers Business Hub
THE Zimbabwe Tourism Authority (ZTA) says it will aggressively pursue its target of a US$10 billion tourism industry by 2030, anchored in intensified destination marketing, expanded accommodation capacity and increased investment in tourism infrastructure ahead of major international events.
According to newly appointed ZTA chairperson Mr Farai Chiimba, the US$10 billion target is achievable given the scale of opportunities emerging within the sector.
He said with the right policy support, coordinated marketing efforts and sustained infrastructure development, tourism receipts could grow significantly over the medium term.
Zimbabwe has an estimated 11 000 hotel rooms, a figure ZTA says must more than double to meet projected demand.
The authority plans to increase room capacity to about 29 000 by 2029, in line with requirements for hosting the Intra-African Trade Fair (IATF), which is expected to attract tens of thousands of delegates and visitors.
The country also intends to take advantage of international sporting events to boost destination visibility.
In 2027, the country will co-host the ICC Men’s Cricket World Cup alongside South Africa and Namibia, between October and November.
Mr Chiimba said sports tourism was a major global growth area and forms part of cluster-based tourism development.
While cultural tourism remains important, sports tourism and emerging segments such as media tourism will receive increased focus as the sector seeks to grow the economy.
Other key strategies to achieve the US$10 billion target include upgrading and constructing airports; promoting meetings, incentives, conferences and exhibitions (MICE) tourism; expanding eco-tourism and cultural travel; and encouraging greater private sector investment in hospitality infrastructure. Tourism growth is expected to be anchored in the National Development Strategy 2 (NDS2), which ZTA views as a critical framework for mobilising both public and private sector players towards increasing tourism’s contribution to the gross domestic product.
Under NDS2, tourism remains a critical pillar for employment creation and foreign currency generation in support of Vision 2030.
The industry is projected to continue expanding, driven by policy and regulatory reforms, improved tourism facilities and infrastructure and smart destination marketing innovations.
ZTA added that the successful hosting of international events continues to reinforce Zimbabwe’s position as a competitive and reliable destination capable of staging high-profile global activities.
“If you put all the mechanisms in place, marketing, international outreach and infrastructure development, the target is very achievable,” said Mr Chiimba.
“As we speak, the country has about 11 000 rooms. We have a major event in 2029 that requires about 26 000 rooms. This presents a significant opportunity to grow and invest in the industry.”
Mr Chiimba said stakeholder engagement will be central to drive growth, with ZTA committing to an inclusive approach that brings together the Government, private investors, operators and communities in repositioning Zimbabwe’s tourism offering for both African and global markets.
The authority said recent positive indicators, including improved tourist arrivals and higher visitor spending, are reinforcing confidence in the sector.
International endorsements have also helped build momentum, with global business and travel publications such as Forbes highlighting Zimbabwe as a top destination for 2025.
“These positive outcomes give us a unique opportunity to build on the momentum achieved.
“Our focus is now on ensuring that tourism growth is sustained, diversified and firmly positioned on the continental and global stage,” Mr Chiimba added.
Speaking at the event that ushered in the new ZTA board, Minister of Tourism and Hospitality Industry Barbara Rwodzi expressed confidence in the new leadership.
“We are confident that the diverse talents and expertise of the new board will significantly enhance our capacity to achieve our goals and deliver effective and reliable tourism and hospitality services to the people of Zimbabwe and the international market,” said Minister Rwodzi.
In the 2026 National Budget Statement, Finance, Economic Development and Investment Promotion Minister Professor Mthuli Ncube said Zimbabwe’s tourism sector was expected to grow by 3,1 percent this year, driven by enhanced marketing and improved visibility of the country’s iconic destinations.
“In 2026, the tourism sector is expected to grow by 3,1 percent, driven by arrivals from major source markets.
“International tourist arrivals are forecast to reach 1,87 million, up from 1,79 million in 2025, supported by enhanced marketing and increased visibility of destinations such as Victoria Falls, Hwange National Park and the Eastern Highlands,” said Prof Ncube.
Zimbabwe’s new five-year economic blueprint, NDS2, stipulates that tourism will drive employment and foreign exchange, supporting Vision 2030, with growth expected to come from policy review, improved facilities and smart marketing.
“The tourism industry will remain a critical pillar in unlocking employment opportunities and generating foreign exchange for the realisation of Vision 2030.
“The industry is projected to continue growing, driven by strategic interventions anchored on policy and regulatory review, improved tourism facilities and infrastructure, complemented by smart tourism marketing innovations,” reads the recently introduced NDS2.
Recent data from the Zimbabwe National Statistics Agency (ZimStat) further points to a sustained rebound in the tourism sector.
ZimStat figures show that 496 668 international tourist arrivals were recorded countrywide in the third quarter of 2025, compared to 450 992 arrivals in the same period in 2024, representing a 10,1 percent year-on-year increase.
According to the agency, the growth reflects improved destination marketing, upgraded infrastructure and renewed international interest in Zimbabwe.
Accommodation performance also improved, with the room nights occupancy rate index rising by 10,3 percent, from 130,9 in the third quarter of 2024 to 144,4 in the period under review.
The bed nights occupancy rate index increased by 4,7 percent, from 155,7 to 163 over the same period, indicating improved utilisation of available bed capacity across the hospitality sector.
