Nqobile Bhebhe
INTERNATIONAL buyers attending the Zimbabwe Export Week Buyers Seminar have pledged to market the country’s tourism attractions in their respective countries after experiencing its rich wildlife, cultural heritage and natural beauty during a visit to Matobo National Park on the outskirts of Bulawayo.
The buyers, drawn from Mozambique, Poland, Zambia, Eswatini, Angola, the Democratic Republic of Congo, the United Kingdom, China, Rwanda and Germany, are in Bulawayo ahead of today’s seminar, which seeks to strengthen trade relations, expand export markets and create new business partnerships.
Accompanied by officials from ZimTrade and the Zimbabwe Tourism Authority (ZTA), the delegates toured the national park, where they experienced its distinctive granite formations, wildlife, historical rock art sites and conservation initiatives.
One of the buyers, Ms Jasmine Sathiagnanan from Mozambique, said the excursion had inspired her to become an ambassador for Zimbabwe’s tourism attractions by promoting them to friends and colleagues back home.
“The experience has been stunning. I have convinced myself to market Matobo National Park and other tourism sites to my friends and colleagues back home. I am grateful to Zimbabwe Tourism Authority and ZimTrade for organising this site visit,” she said.
Ms Sathiagnanan said she had a rare opportunity to encounter white rhinos at close range, describing the experience as memorable.
“I had not seen rhinos at such proximity. Hearing that there have been no rhino poaching incidents here in the past five years is really impressive,” she said.
The buyers also visited the park’s ancient rock art sites and the famous World’s View, which offers spectacular panoramic views of the Matopos landscape.
Their visit comes as Zimbabwe intensifies efforts to position itself as a competitive international tourism destination, leveraging its natural attractions, cultural heritage, improved tourism infrastructure and international marketing initiatives to attract more visitors.
The Second Republic has prioritised tourism development as part of its broader economic transformation and Vision 2030 agenda, recognising the sector’s potential to generate foreign currency, create employment, attract investment and stimulate growth in other industries.
Among the interventions is the Tourism and Hospitality Industry Policy (2025–2030), launched by President Mnangagwa in August 2025, which seeks to reposition Zimbabwe as a premier global destination through infrastructure modernisation, investment promotion, digital transformation, destination marketing and sustainable tourism development.
The Government has also pursued an Open Skies Policy to increase international air connectivity, while upgrading key airports, including Victoria Falls International Airport, and encouraging more airlines to operate routes into the country. The initiatives are intended to improve accessibility, increase passenger traffic and strengthen Zimbabwe’s competitiveness in the international tourism market.
The country’s engagement and re-engagement drive has also been crucial to efforts to rebuild international confidence, strengthen diplomatic relations and promote Brand Zimbabwe in regional and global markets.
These efforts have received international recognition, with Forbes Magazine ranking Zimbabwe the world’s best country to visit in 2025 in a list informed by travel experts from global travel platform Kayak.
The publication highlighted the country’s diverse tourism offerings, including Victoria Falls, the Great Zimbabwe Monument and the Eastern Highlands. It also cited increased flight searches for Bulawayo and Harare as indicators of growing international interest in Zimbabwe as a travel destination.
The recognition has provided fresh impetus to the country’s tourism marketing efforts, particularly as Government seeks to translate international visibility into actual visitor arrivals, investment and increased tourism receipts.
Matobo National Park, with its distinctive balancing granite formations, rich biodiversity, archaeological sites and cultural significance, is one of the country’s important tourism assets. The area is also home to the Matobo Hills, a UNESCO World Heritage Site renowned for its outstanding cultural and natural heritage.
The park’s wildlife, including white and black rhinos, offers opportunities for wildlife tourism, while its ancient rock art and historical landmarks provide an additional cultural dimension to Zimbabwe’s tourism product.
Yesterday’s excursion formed part of efforts to expose international buyers to tourism opportunities beyond the country’s established destinations, while demonstrating the potential for combining trade, investment and tourism promotion.
The Zimbabwe Export Week Buyers Seminar is expected to bring together local exporters and international buyers to explore trade opportunities, establish business partnerships and expand Zimbabwe’s presence in regional and international markets.
The engagements are expected to generate export orders, promote locally produced goods and services and unlock opportunities for increased foreign currency earnings.
By introducing international buyers to the country’s tourism attractions, the initiative also seeks to create opportunities for destination marketing through business networks and personal recommendations, potentially encouraging more visitors to explore Zimbabwe.
As Zimbabwe continues to pursue economic growth through increased exports, investment and tourism development, such engagements provide an opportunity to market the country not only as a source of quality products but also as a destination offering diverse experiences for business and leisure travellers.
