Online Reporter
Nqobile Bhebhe, Zimpapers Business Hub
ZIMBABWE’S tourism sector is projected to grow by 15 percent or more, buoyed by ongoing engagements with global visitors at the Osaka Expo in Japan, Secretary in the Ministry of Tourism and Hospitality Industry, Dr Takaruza Munyanyiwa, has said.
Speaking after touring the Zimbabwe Pavilion and Tourism Booth at the Expo today, Dr Munyanyiwa expressed optimism that the country was on track to achieve its objective of significantly increasing tourist arrivals.
“The Zimbabwean pavilion just looks beautiful. I see a lot of digital innovation, digital marketing, which is the latest way of promoting the destination. I think this platform is going to be very important for us to be able to communicate and reach out to many people who are coming here.
“As I walked in, there are a lot of people coming to view our stand and other stands, but our stand has been a hive of activity since the beginning of this expo.”
Dr Munyanyiwa said strong interest in Zimbabwe’s tourism offerings—from nature and wildlife to cultural and culinary experiences—has positioned the country favourably among visitors, especially the Japanese market.
“So we think that through this and through the interaction that we are doing, we will see our tourism grow by 15 percent or above,” he said.
“We have to continue engaging, and we are fully engaged with the public and businesspeople around here. They are showing a lot of interest in Victoria Falls, the wildlife and nature, which is one of our key clusters. Nature and wildlife drive a lot of Japanese travel to Africa, including our culture and our gastronomy.”
The six-month-long Expo, which began on April 13 and runs until October 13, is expected to attract over 28.3 million visitors under the theme “Designing Future Society for Our Lives.”
Zimbabwe is participating under the Connecting Lives Zone and is exhibiting under the national theme “Beyond the Limit,” aimed at showcasing the country’s rich cultural heritage, economic potential, and investment opportunities.
Dr Munyanyiwa said Zimbabwe’s pavilion stands out as one of the most competitive on the continent.
“I have taken a walk around. I have seen other African countries. We are very competitive, and we have to get platforms like this to market our destination—not just for tourism, but also as an investment destination,” he said.
He underscored the Expo’s potential to contribute to the national vision.
“I think this is going to be a game-changer. Our participation will be a game-changer in terms of us achieving His Excellency’s (President Mnangagwa’s) vision of a middle-income society by 2030. With our participation in such events, we will definitely achieve His Excellency’s vision and transform Zimbabwe into a strong economy,” he added.
