Online Reporter
Blessings Chidakwa
Senior Reporter
UN Tourism secretary-general Ms Shaikha Al Nowais has paid a courtesy call on Zimbabwe’s tourism patron, First Lady Dr Auxillia Mnangagwa, and commended the country for progress in tourism, particularly inclusive initiatives transforming communities.
Dr Mnangagwa and Ms Al Nowais, who is leading a high-powered UN entourage, discussed strengthening tourism value chains, with emphasis on gastronomy tourism as a driver for job creation, women empowerment and sustainable livelihoods.
The meeting came as Zimbabwe hosts two UN Tourism events: the Second African Conference on Empowering Women in Tourism Businesses and the Committee on Sustainable Tourism, further strengthening the country’s standing as a key destination for global tourism engagement.
The meetings reaffirm Zimbabwe’s commitment to tourism development anchored on inclusivity, sustainability and empowerment, while strengthening cooperation with UN Tourism as the country continues positioning itself as a leading destination for global tourism investment and partnerships.
Also in a historic moment, Zimbabwe hosted the world’s first unveiling of the official logo for the International Year of Sustainable and Resilient Tourism 2027, held in Victoria Falls.
The Tourism and Hospitality Patron, Dr Mnangagwa welcomed Ms Al Nowais, the first woman to lead UN Tourism in its 50-year history, saying Zimbabwe was honoured to host the women empowerment conference in Victoria Falls, following the successful gastronomy tourism engagement held in 2024.
“We stand ready to welcome the continent and the world to this important conference, which comes at a critical time not only for Zimbabwe, but for Africa as a whole,” she said.
Dr Mnangagwa also expressed optimism at the appointment of a woman to the top post at UN Tourism, saying that women leaders continue to demonstrate resilience and excellence and assured her of Zimbabwe’s full support.
The First Lady said the theme of the conference, “Advancing Women’s Empowerment for Leadership and Driving Structural Change in the Tourism Sector in Africa,” speaks directly to the priorities of Zimbabwe and the African tourism sector as a whole.
“We recognise tourism as a key pillar for economic growth, social development and cultural preservation. In Zimbabwe, we place strong emphasis on community-based tourism as a vehicle for inclusive development.
“We believe tourism must directly benefit our people, especially those in rural communities. Through community-driven initiatives, women have become producers of arts and crafts and actively participate in the gastronomy supply chain,” she said.
UN Tourism Secretary-General Ms Al Nowais described Dr Mnangagwa as a remarkable leader whose leadership is yielding measurable results, particularly in empowering communities and strengthening tourism-based enterprises.
“I think she’s a great example of a true leader, which so many African women should live up to. What she has done for Zimbabwe when it comes to the tourism industry is something that we truly appreciate and it’s remarkable,” she said.
Ms Al Nowais said Zimbabwe’s tourism performance was evidence of deliberate and impactful leadership.
“You can see that in the numbers that have been delivered. Her Excellency, the Minister of Tourism, just mentioned that in the first quarter of 2026 they witnessed a growth of over 30 percent in arrivals and revenue to tourism,” she said.
“This has led to the creation of jobs. This has helped a lot of small businesses. Her love for gastronomy is real.”
Ms Al Nowais also pledged UN Tourism’s support towards the culinary school to be established in Victoria Falls, describing it as an important investment in skills development and future tourism competitiveness.
The UN Tourism Secretary-General further highlighted several initiatives being championed by Dr Mnangagwa, including the development of local products that strengthen Zimbabwe’s identity and appeal on the international market.
“I think what she has done in terms of the creation of a wine brand for Zimbabwe is very important. Hopefully, once you start exporting this, it will allow a lot of international people and the world to know more about Zimbabwe and the culture of Zimbabwe,” she said.
“The farm-to-market initiative that she has championed is remarkable. The love she has for education is also another area we truly appreciate, and we are more than happy as UN Tourism to support her and the team all the way.”
The United Nations Tourism is set to construct an African International Academy of Culinary Arts in the resort city of Victoria Falls, in honour of First Lady Dr Mnangagwa’s works in championing gastronomy tourism.
The First Lady introduced Amai’s traditional cookout competition in 2019. Following its successful implementation, the programme has gained popularity, culminating in a first-of-its-kind regional traditional gastronomy tourism festival held in Victoria Falls in 2022.
Tourism and Hospitality Industry Minister Barbara Rwodzi said there is remarkable growth in the country’s sector. Tourism is a vital cog to the economy and, to sustainably grow the sector, gastronomy tourism is of paramount importance.
Minister Rwodzi said under the patronage of Dr Mnangagwa as the tourism patron, tourism has significantly boosted, as witnessed by increased arrivals, with tourism activity rising by 35 percent in the first quarter compared to previous years.
“The work that Her Excellency has done has created more businesses within the value chain and supply chain, providing jobs and enabling many to start their own enterprises,” she said.
“The First Lady is encouraging programmes and projects that can bring more value and more money to women, encouraging them that their products can be exported or placed in hotels and restaurants, and women are heeding the call,” she said.
Minister Rwodzi also shared accounts demonstrating the impact of Dr Mnangagwa’s inclusive approach, revealing that one of the winners of a gastronomy cookout competition last year was a prisoner who later opened a restaurant after being released.
“Our last winner for gastronomy last year was a prisoner,” she said.
“She has realised that when people are released, they often struggle to reintegrate and become sustainable. So why not help them while they are still in prison, so that when they are released, they can be self-sustaining.”
Minister Rwodzi further praised the First Lady for driving rural industrialisation through the farm-to-market concept, which links farmers to value addition, production and hospitality markets.
“She introduced what we call farm-to-market with the ladies,” she said.
“What was lacking was converting crops into actual products that can be sold to hotels, restaurants and airlines. Now industries and factories are being constructed in rural places: cooking oil factories and manufacturing plants, ensuring income from the field, to industry, to the market.”
Zimbabwe remains committed to working closely with UN Tourism to promote its natural attractions, rich heritage and renowned hospitality, while elevating the country’s profile as a leading destination on the global tourism map.
Delegates from several countries, including Costa Rica, the Dominican Republic, Montenegro and Zambia, are attending the ongoing meetings in Victoria Falls.
