Online Reporter
Michael Tome, Business Reporter
ZIMBABWE’S tourism sector is positioning domestic travel as a critical driver of recovery and long-term growth.
The sector’s latest performance targets point to a positive outlook, with tourism receipts expected to rise to US$1,36 billion from US$1,3 billion recorded in the previous year.
In the first quarter of 2026, domestic tourism strengthened, with trips rising to an estimated 2,62 million from 1,94 million, indicating improved local market participation.
Domestic tourism remains at the centre of the growth strategy, with the Government seeking to reduce the sector’s dependence on international arrivals, while building a stronger and more resilient local market.
Trips by domestic tourists are projected to increase to 15,7 million from 15,5 million recorded in the previous year. This reflects efforts to encourage Zimbabweans to explore local destinations and increase spending within the domestic tourism value chain.
International tourist arrivals are also expected to rise to 1,87 million from 1,78 million in the previous period, supported by destination marketing initiatives, improved tourism infrastructure and efforts to attract higher-value travellers.
The Zimbabwe Tourism Authority (ZTA) said strengthening domestic tourism remains a key priority as the country seeks to create a sustainable tourism ecosystem that benefits businesses and communities across the country.
Speaking on the sidelines of the ZTA annual general meeting last week, the authority’s chief executive, Dr George Manyaya, said although significant progress had been made in promoting local travel, more work was required to encourage Zimbabweans to fully appreciate and experience their own country.
He said the tourism sector had shifted its strategy by placing domestic travellers at the centre of growth, noting that a strong local tourism base would provide greater resilience against external shocks affecting global travel.
“Strengthening domestic tourism is central to building a resilient and sustainable tourism sector,” he said.
“Increased local travel will drive revenue growth, support businesses across the value chain and create new opportunities for investment.
“As such, the ZTA has put measures in place to improve affordability, which is helping more Zimbabweans to participate in the tourism economy.
“Domestic tourism is fast becoming a key pillar of Zimbabwe’s tourism growth strategy, driving local spending, supporting businesses and strengthening the sector’s resilience.
“The industry is positioning itself for sustainable long-term growth by encouraging more Zimbabweans to explore local destinations, while we improve affordability and investment conditions.”
To support growth in local tourism, the ZTA has implemented measures aimed at improving affordability and easing the cost of doing business within the sector.
As it stands, the ZTA has reduced levies and fees for restaurants to US$150, a move aimed at creating a more enabling operating environment and allowing more Zimbabweans to access tourism services at affordable rates.
The strategy has also been supported by improved connectivity and infrastructure development, including initiatives to enhance air access and unlock tourism potential in destinations such as Manicaland province.
According to the ZTA, these initiatives are meant to improve accessibility and encourage longer stays by locals on vacation, increase domestic travel expenditure and expose more Zimbabweans to the country’s resorts, heritage sites and tourism attractions.
As part of efforts to reignite interest in local travel, the ZTA, in collaboration with the Ministry of Tourism and Hospitality, also launched the heritage campaign “Nhaka Yedu, Ilifa Lethu”, which seeks to encourage citizens to celebrate, preserve and promote Zimbabwe’s cultures, languages, arts and stories.
Ministry of Tourism and Hospitality Industry Permanent Secretary Dr Takaruza Munyanyiwa said growth in domestic tourism could create a multiplier effect across several sectors, including the hospitality, transport, retail and creative industries.
“Growth in domestic tourism has the potential to generate a significant multiplier effect across the economy by stimulating demand in key supporting sectors, including hospitality, transport, retail and the creative industries,” he said.
He added that increased local travel would contribute to business growth, job creation and broader economic activity as more Zimbabweans spend within the local tourism ecosystem.
ZTA chairman Mr Farai Chiimba said domestic tourism remained a critical pillar for sustainable sector growth, particularly amid uncertainties affecting international travel markets.
“Our heritage is our greatest asset. We can only truly excel when we embrace and celebrate who we are as a people. This is key to unlocking our full potential,” said Mr Chiimba.
Beyond domestic travel, tourism investment is also expected to record modest growth. Projected investment value is expected to increase to US$196 million in 2026 from US$194 million in the previous year.
In the first quarter of 2026, tourism investments registered a significant increase, jumping to US$67,8 million from US$12,6 million during the same period last year, representing a 438 percent increase.
In terms of arrivals in the first quarter, international tourist arrivals increased by 11 percent to 384 515 from 347555 in 2025, while tourism receipts grew by 14 percent to US$251 million, up from US$221 million.
Arrivals from African markets also increased by 9 percent to 287 062 visitors from 263 687 recorded in the prior-year period.
The tourism sector continues to attract attention as one of Zimbabwe’s strategic economic industries, with Government and private sector players focusing on expanding accommodation capacity, improving infrastructure, enhancing connectivity and strengthening destination marketing.
The projected growth targets come as Zimbabwe positions tourism as a key contributor to economic development, foreign currency generation and employment creation.
Increased participation by local travellers will boost revenues for tourism operators and deepen appreciation of Zimbabwe’s cultural richness and natural assets.
