Online Reporter
Nqobile Bhebhe, Zimpapers Business Hub
Zimbabwe’s tourism industry is basking in global glory following Forbes Magazine’s recognition of the country as the Best Country to Visit in 2025 — a development hailed as a resounding affirmation of the nation’s tourism revival and growing international confidence in Brand Zimbabwe.
Tourism and Hospitality Industry Minister Barbara Rwodzi said the prestigious international accolade was more than just an honour, but a clear testimony that Zimbabwe is firmly back on the global tourism map, ready to welcome the world with warmth, pride and renewed confidence.
The Minister said the Forbes listing stands as a powerful endorsement of the Second Republic’s engagement and re-engagement policy and the “Open for Business” mantra, which continues to position Zimbabwe among the most attractive, peaceful and must-visit destinations.
“Being listed by Forbes is an international recognition for Destination Zimbabwe and an endorsement of our Government’s commitment to making Zimbabwe a great place again,” said Minister Rwodzi.
“It speaks to His Excellency’s (President Mnangagwa’s) strategy of engaging and re-engaging, as well as opening our country to business opportunities for all,” she added.
“This recognition is a celebration of our people and our leadership. It shows that Zimbabwe is back on the global tourism map, ready to welcome the world with warmth and pride,” she said.
Minister Rwodzi said the recognition was the fruit of deliberate and sustained Government efforts through the Ministry of Tourism and the Zimbabwe Tourism Authority (ZTA) to vigorously market the country locally, regionally and internationally.
“Forbes Media’s recognition is an international acknowledgement of the economic efforts our country continues to demonstrate. We are grateful for this opportunity to tell the world the correct narrative about Destination Zimbabwe,” she said.
The Minister underscored that tourism remains a key driver of soft diplomacy, allowing visitors from across the globe to experience Zimbabwe’s peace, hospitality and cultural richness beyond politics.
“Tourism shows the world that Zimbabwe is a war-free, crime-free, and peaceful nation full of hardworking people. Visitors discover the true beauty of our country and its hospitable citizens,” she added.
Recognised under the National Development Strategy 1 (NDS1) and its successor NDS2 as a cornerstone of Zimbabwe’s march towards an upper middle-income society by 2030, tourism continues to demonstrate resilience and strong growth momentum.
In 2024, Zimbabwe recorded over 1.6 million international tourist arrivals, signalling a robust post-pandemic rebound and renewed global confidence in the destination.
Industry players have also applauded the Forbes accolade, describing it as a timely boost that cements Zimbabwe’s growing reputation as a safe, diverse and world-class destination.
Travel and leisure operator Mr Tafadzwa Mandiwanzira said the recognition was a proud moment for the entire nation.
“This recognition by Forbes is a powerful validation of the tireless work by all tourism stakeholders under the guidance of the Government. It shows that our efforts to rebuild Destination Zimbabwe are being noticed and appreciated globally,” he said.
He said the global honour would inspire renewed investment and partnerships within the sector.
“We are thrilled by this recognition, which shines a positive light on our hospitality industry. It will certainly motivate both local and international investors to look at Zimbabwe with fresh eyes. The world is rediscovering our warmth, safety and unmatched natural beauty.”
Minister Rwodzi noted that in 2023, the ministry introduced a 12-cluster tourism diversification strategy covering Sports, Medical, Wildlife, Religious, Gastronomy, Cultural Heritage, Study and Diplomacy Tourism, among others.
Of these, she highlighted Gastronomy Tourism as a particular success story under the leadership of the First Lady and Patron of Tourism, Dr Auxillia Mnangagwa.
“Her Excellency’s leadership in promoting local cuisine led to UN Tourism honouring her in 2024 after Zimbabwe successfully hosted the first-ever UN Tourism Gastronomy Conference in Africa, held in Victoria Falls,” said the Minister.
Since that landmark event, Zimbabwe has witnessed a notable surge in international visitors and growing global curiosity about Zimbabwean cuisine, further strengthening the nation’s tourism brand.
The Minister also commended the success of the Sanganai/Hlanganani World Tourism Expo’s devolution strategy, which has expanded the country’s tourism visibility across all provinces.
This year’s edition, held in Mutare in September, showcased the scenic beauty of the Eastern Highlands.
“It is encouraging to see experts now writing about the Eastern Highlands, giving Manicaland the attention it deserves. All roads will lead to Masvingo in 2026 for the next Sanganai/Hlanganani, showcasing the Great Zimbabwe Monuments,” said the Minister.
She reaffirmed that Zimbabwe continues to proudly market Victoria Falls as its flagship tourism product, a symbol of the country’s peace, spirit and natural splendour.
“We continue to market our Destination Zimbabwe with Victoria Falls as our lead product. It represents the spirit, peace and beauty of our nation and we couldn’t be prouder,” said Minister Rwodzi.
With the Forbes recognition now placing Zimbabwe among the world’s most desirable destinations, the tourism sector is confident that the best is yet to come for Destination Zimbabwe.
Meanwhile, City of Bulawayo Mayor councillor David Coltart said he is absolutely delighted to read from Forbes assessment of Zimbabwe being the number one place to visit in the world in 2025 that the Bulawayo gets special mention.
“As can be seen from the excerpt of the write up, the City of Bulawayo has seen an 80 percent (YES EIGHTY PERCENT!) rise in @KAYAK airline searches this past year.
“This is an indication that our efforts to rebound Bulawayo and to increase its share of tourist arrivals is working,” he said.
“I hope that regional airlines such as Fastjet, Fly_Airlink, FlySafair, LiftAirlineSA, flySAA_US KenyaAirways and Air Zimbabwe are taking note.
“I guarantee that the glories of our City and the #Matopos will make this a profitable route for airlines.”
