Online Reporter
Nqobile Bhebhe in MASVINGO
ZIMBABWE’S tourism industry must convert its strong growth trajectory into sustainable investment, deeper local economic participation and greater resilience, First Lady and Tourism Patron Dr Auxillia Mnangagwa has said.
Dr Mnangagwa, represented by Tourism and Hospitality Industry Minister Barbara Rwodzi at the 2026 Sanganai/Hlanganani/Dzimbahwe World Tourism Expo awards ceremony yesterday, said the sector had become an increasingly important engine for foreign currency generation, employment and inclusive economic growth.
She said the annual tourism showcase had evolved into an important business platform connecting investors, international buyers, exhibitors and tourism professionals, helping position Zimbabwe as a competitive destination.
“Tourism remains one of the key pillars of Zimbabwe’s economy and continues to register commendable growth,” said Dr Mnangagwa.
“The sector has demonstrated remarkable resilience, contributing significantly to employment creation, foreign currency generation, infrastructure development, community empowerment and inclusive economic growth.”
A key component of Dr Mnangagwa’s drive for inclusive tourism development has been the promotion of Gastronomy Tourism, which is opening new income streams for communities, particularly women.
Through the initiative, local culinary traditions, indigenous foods and locally produced agricultural products are being transformed into tourism experiences, creating opportunities for women to participate as food producers, traders, caterers and entrepreneurs.
Thousands of people, especially women, have benefited from the Gastronomy Tourism drive, reinforcing the potential for tourism to spread value beyond hotels and traditional tourism businesses.
The initiative is also strengthening linkages between tourism, agriculture, culture and small enterprises, ensuring that visitor spending reaches communities and local producers.
Tourism growth is important to Zimbabwe as it broadens the country’s economic base, generates foreign currency and creates jobs across accommodation, transport, catering, entertainment, agriculture and handicrafts.
It also opens opportunities for small businesses and communities to benefit directly from visitor spending, while encouraging investment in roads, airports, conservation areas and other infrastructure that supports wider national development.
The remarks come as Zimbabwe intensifies efforts to grow tourism receipts and attract investment into new products, infrastructure and destinations, with Government targeting tourism as one of the key contributors to the country’s attainment of an upper-middle-income economy by 2030.
Dr Mnangagwa said the sector’s growth was evidence of rising confidence in Destination Zimbabwe.
“The growth of the tourism industry is aligning with the vision of His Excellency the President of the Republic of Zimbabwe, Dr E.D Mnangagwa of an upper-middle-income society by 2030.
“Indeed, the growth of our tourism affirms the confidence that both domestic and international visitors continue to have in Destination Zimbabwe,” said the First Lady.
However, she said increased arrivals should not be pursued at the expense of the natural, cultural and social assets underpinning the tourism economy.
“Whilst we celebrate this impressive growth, we must equally be cognisant that the future of tourism lies not only in expanding visitor numbers, but also in ensuring sustainable growth.
“Tourism development must preserve our natural heritage, protect our pristine wildlife and nature, safeguard our authentic cultural identity and create meaningful opportunities for our local communities,” she said.
Sustained tourism growth is equally important for promoting Zimbabwe’s image and strengthening its position in regional and international markets.
By investing in quality services, diverse attractions and responsible destination management, the country can encourage visitors to stay longer, return more often and spend more, ensuring that tourism becomes a reliable source of long-term economic resilience rather than a short-term source of revenue.
Dr Mnangagwa urged the private sector and other stakeholders to direct more capital towards climate-smart infrastructure, conservation and community participation, arguing that these were critical to protecting tourism investments against future shocks.
“As such, we must be well positioned to embrace this global agenda. I implore all stakeholders to continue investing in climate-smart tourism infrastructure, promote conservation initiatives, empower local communities as key beneficiaries of tourism and encourage responsible business practices across the industry,” she said.
“In doing so, we will build a tourism sector capable of withstanding shocks and future challenges.”
Dr Mnangagwa said the United Nations General Assembly’s declaration of 2027 as the International Year for Sustainable Tourism and Resilience presented Zimbabwe with an opportunity to strengthen its position in the global tourism market.
“I am, therefore, appreciative of the declaration by the United Nations General Assembly of 2027 with the theme, ‘International Year for Sustainable Tourism and Resilience.’
“This global momentum on responsible tourism provides us with a timely opportunity to strengthen our collective commitment to building a tourism sector that is environmentally responsible, socially inclusive and economically resilient,” she said.
Dr Mnangagwa called for stronger partnerships between Government, business, communities and development partners to unlock new investment opportunities, diversify tourism products and close skills gaps.
“May I, therefore, encourage greater collaboration between Government, the Private Sector, Communities and Development Partners, to unlock new opportunities for investment, product diversification and skills development in the tourism sector,” she said.
The Tourism Patron also commended tourism businesses and professionals for strengthening Zimbabwe’s international profile through destination marketing, innovation and improved service delivery.
“Through your commitment, innovation and destination marketing, you have showcased the best that Zimbabwe has to offer.
“Your collective efforts have contributed significantly to the growing international recognition of Destination Zimbabwe,” said the First Lady.
She said the industry should treat excellence as an ongoing commercial and operational imperative.
“As we celebrate the recipients of the various awards for different categories, may the recognition inspire all of us to continue raising the standards of service, innovation and sustainability.
“Excellence should not be viewed as a destination but as a continuous journey,” she said.
Dr Mnangagwa also reaffirmed her commitment to initiatives promoting inclusive, responsible and sustainable tourism as Zimbabwe seeks to deepen the sector’s contribution to national economic transformation.
“Together, let us continue marketing Zimbabwe as a destination of choice, a country renowned for its warm hospitality, breathtaking landscapes, rich history and unforgettable experiences.
“May your celebrations today inspire even greater excellence and collaboration in our tourism industry as we journey towards an Upper Middle Income Society by 2030.”
