Online Reporter
Nqobile Bhebhe, [email protected]
ZIMBABWE is positioning itself for greater global competitiveness under the proposed National Tourism Sector Strategy (NTSS) 2026-2030 with emphasis on diversifying products, developing sustainable visitor experiences and embracing data-driven decision-making anchored on tourism statistics, market intelligence and international best practices.
The proposed strategy is undergoing nationwide stakeholder consultations and would provide the roadmap for tourism growth over the next five years, aligning the sector with Vision 2030 and the National Development Strategy 2 (NDS2).
Speaking during stakeholder consultations in Bulawayo, Permanent Secretary in the Ministry of Tourism and Hospitality Industry in Bulawayo, Dr Takaruza Munyanyiwa, said Zimbabwe’s future competitiveness depends on innovation, diversified tourism products and the ability to respond to changing global travel trends.
“Zimbabwe is not about Victoria Falls; for Zimbabwe to grow in terms of tourism, we need to increase products and destinations. We need to market other destinations so that we increase the length of stay for tourists,” he said.
Dr Munyanyiwa said the proposed strategy comes at a defining moment as Zimbabwe seeks to consolidate gains recorded under the National Development Strategy while positioning itself as a competitive, inclusive and resilient tourism destination.
“NTSS is a defining moment in our collective journey to shape the future of Zimbabwe’s tourism sector,” he told stakeholders.
“Your collective expertise and experiences are invaluable in shaping a strategy that is ambitious, implementable, and responsive to the evolving needs of Zimbabwe’s tourism sector. A collective reflection will ensure that the new strategy is firmly grounded in experience, responsive to current realities, and well-positioned to drive sustainable growth, resilience, competitiveness, and long-term success.”
Dr Munyanyiwa said the strategy builds on achievements registered under NDS1 and the National Tourism Recovery and Growth Strategy while providing a clear framework for sustainable sector growth, alignment with the forthcoming Tourism Act and responsiveness to emerging global tourism trends.
“Together, we will shape a vibrant, resilient, and globally competitive tourism sector that uplifts communities, strengthens our economy, and reaffirms Zimbabwe’s place on the world tourism map,” he said.
Although Zimbabwe had made significant progress in rebuilding the sector following the Covid-19 pandemic, Dr Munyanyiwa said greater effort was required to unlock its full tourism potential.
Priority areas identified under the strategy include product diversification, destination accessibility, tourism infrastructure development, skills enhancement, climate change adaptation, tourism statistics and accounting, destination marketing competitiveness and financing.
The strategy identifies product development and diversification as its first strategic pillar through a heritage-based and cluster-based tourism development model supported by devolved tourism development and stronger community participation.
Dr Munyanyiwa said Zimbabwe should leverage its rich natural, cultural and heritage assets to create distinctive visitor experiences capable of attracting high-value tourists while ensuring communities derive tangible benefits from tourism.
He said sustainability had become a defining feature of global tourism, with increasing emphasis on digital transformation, climate resilience, wellness tourism, cultural and heritage tourism as well as community-based tourism.
The proposed strategy also prioritises responsible and regenerative tourism, ecotourism and environmental sustainability, while placing greater emphasis on destination branding, digital marketing and stronger regional and international cooperation to enhance Zimbabwe’s visibility in key source markets.
During the engagement, a tour operator, Ms Zanele Ndimande, welcomed the strategy, saying it would provide a much clearer policy direction for sustainable destination development.
“The strategy comes at the right time as Zimbabwe seeks to consolidate the gains we have made in rebuilding the sector,” she said.
“It provides a framework that will strengthen destination competitiveness, unlock investment opportunities and ensure tourism benefits communities across the country.”
Another tourism player, Mr Agrippa Moyo, said the private sector fully supported the strategy, adding that greater product diversification and stronger destination marketing would enhance Zimbabwe’s appeal in international markets.
“The industry’s competitiveness depends on continuously developing new experiences beyond our traditional attractions.
“The strategy recognises the importance of innovation, sustainability and collaboration between Government and the private sector,” he said.
Tourism receipts increased from US$500 million in 2021 to US$1,32 billion in 2025, surpassing pre-pandemic levels, while international tourist arrivals rose from 390 000 to 1,78 million over the same period.
