Online Reporter
Point Blank
Zimbabwe’s tourism industry is basking in global recognition after being named World’s Number One Destination to Visit in 2025 by Forbes, a leading American business and lifestyle magazine renowned for its influential rankings and analysis of global trends. The accolade comes as the country’s hospitality sector continues to record strong growth, driven by infrastructure upgrades, destination marketing and renewed investor confidence. Our Deputy National Editor Lincoln Towindo engaged the Minister of Tourism and Hospitality Industry Barbara Rwodzi on the strategies behind Zimbabwe’s rising profile, ongoing developments in the sector and how the country plans to sustain this upward trajectory.
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Q: The National Development Strategy 1 (NDS1) positions tourism as a key pillar in achieving Vision 2030. How is the ministry ensuring that tourism development aligns with the broader socio-economic goals of Vision 2030?
A: In pursuance of His Excellency the President Dr ED Mnangagwa’s vision of Zimbabwe becoming an upper middle-income society by 2030, the ministry has been implementing NDS1-anchored policies that drive inclusive growth, infrastructure development and socio-economic transformation.
At the heart of Zimbabwe’s economic transformation agenda, through deliberate alignment with the NDS1, tourism is identified as a key pillar in achieving Vision 2030.
The sector’s contribution to national development is reflected in its ability to generate foreign currency, create employment, stimulate investment and foster rural industrialisation and community empowerment.
Through effective marketing and promotion, the tourism sector has firmly established itself as one of the key drivers of economic growth alongside mining, agriculture and manufacturing. The sector’s diversification Tourism Cluster Strategy, introduced by the ministry in 2023, continues to drive growth across 12 tourism clusters.
These include Nature and Wildlife, MICE (meetings, incentives, conferences and exhibitions), Rural, Sports, Medical, Religious, Cultural and Heritage, Study Tourism, Diplomats and Expatriates, Visiting Friends and Relatives (VFR), Township, Agro-Tourism and Holiday and Recreational Tourism.
Among these, Gastronomy Tourism, under the Culture and Heritage Cluster, has emerged as a major success story following the first-ever UN Tourism Gastronomy Conference in Africa, hosted in Victoria Falls in 2024.
The event, which was in honour of Her Excellency, the First Lady of Zimbabwe, who is the Patron of Tourism, Dr Auxillia Mnangagwa, positioned Zimbabwe as a culinary tourism hub, inspiring the hospitality industry to celebrate traditional cuisine and authentic Zimbabwean flavours.
Nature and Wildlife Tourism remains another cornerstone of Zimbabwe’s tourism growth. The United States has now overtaken the United Kingdom and Germany as the country’s top source market, reflecting renewed international confidence and appreciation of Zimbabwe’s pristine wilderness areas, such as Hwange National Park, Mana Pools and conservancies.
The clustering strategy allows for sharper focus and makes it easy to identify the key drivers and enablers for each cluster with a view to crafting tailor-made remedies for specific clusters and position them to contribute effectively to the tourism receipts, investments and sector employment.
The ministry has adopted deliberate initiatives that ensures that tourism development takes on board all the country’s geographic regions and encompasses all the sections of society.
In line with the national devolution agenda and President Mnangagwa’s vision of leaving no one and no place behind, the ministry resolved to adopt the hosting of the Sanganayi/Hlanganani Tourism Expo on a rotational basis.
Guided by this principle, the 2025 Sanganayi/Hlanganani/Kumbanayi was hosted by Manicaland province at Mutare Sports Club, moving to Masvingo next year.
The ministry, through the proposed New Tourism Bill, is also pushing for the promotion of a proper balance in the development of local tourism resources to ensure socio-economic benefits for all Zimbabweans, especially the poor, people living with disabilities, women, youths, indigenous people and other vulnerable members of society
Q: In recent years, the tourism sector has shown signs of recovery post-pandemic. Can you share updated figures on tourism’s contribution to Zimbabwe’s gross domestic product (GDP) and what specific measures the ministry has taken to sustain and accelerate this growth?
A: The sector contributes 3,5 percent to national employment.
In 2024, the sector accounted for 17 percent of overall national GDP growth.
Flight searches increased by 80 percent and 56 percent in Bulawayo and Harare, respectively. International tourist arrivals recorded to date are 1,32 million, exclusive of our diaspora community.
Factoring in diasporans, international tourist arrivals are estimated at 1,603 million. Domestic tourism grew by 20,9 percent, with trips rising from an estimated 8,2 million (2024) to 9,92 million (2025).
Domestic tourism remains a major contributor to the country’s GDP compared to international tourism. It drives a larger share of revenue through activities such as meetings, incentives, conferences and exhibitions.
Approximately, US$910 million in cumulative tourism investments were recorded under NDS1 to date. To modernise sector governance and support sustained growth, the President launched the Tourism and Hospitality Industry Policy (2025-2030) on August 4, 2025.
The ministry reviewed key statutory instruments to align with the new Tourism Bill, which has been tabled, and the Parliamentary Committee has done public consultations and is awaiting the report to be debated in Parliament.
These reforms fulfil NDS1 requirements to harmonise legislation with the Constitution and market trends, ensuring a transparent, predictable and investor-friendly operating environment.
In expanding market reach, the ministry deployed 11 tourism attachés to strategic source markets, including France, Germany, the UK, Hong Kong, Beijing, Cape Town, Johannesburg, Saudi Arabia and Japan, with six additional deployments planned for Australia, Canada, Nigeria, Turkey, Brazil and Russia in 2025. Zimbabwe successfully hosted the KAZA TFCA International Summit and secured Ramsar COP15 (July 2025), hosted in Victoria Falls, enhancing the country’s global MICE profile.
Participation at major fairs such as Expo 2025 Osaka, ITB Berlin, Indaba and FITUR, among others, continues to strengthen destination visibility and competitiveness.
Implementation of a visa-free policy for selected African countries has increased regional travel in line with the AU (African Union) Free Movement Protocol, with plans underway to extend the regime to key high-spending markets.
On air travel and connectivity, the Open Skies Policy has expanded airline access from three in 2020 to 22 airlines coming in the country in 2025. Increased frequencies by Ethiopian Airlines, Fastjet, Eurowings Discover and Air Zimbabwe continue to strengthen international arrivals and improve route accessibility.
Brand positioning efforts have focused on building a strong domestic tourism identity and elevating Zimbabwe’s global image.
Billboards promoting destination Zimbabwe have been strategically mounted across the country, vividly showcasing the nation’s breath-taking attractions and warm hospitality.
A major highlight are large billboards in Johannesburg, South Africa, Zimbabwe’s biggest tourism source market in Africa, which is strengthening the country’s visibility and appeal to regional travellers.
Building on this momentum, we have expanded our promotional efforts following the Forbes magazine accolade that named Zimbabwe as the World’s Number One Destination to visit in 2025.
To enhance continental reach, television adverts are now airing on DStv channels across Africa, spotlighting Zimbabwe’s rich cultural heritage and natural beauty.
Furthermore, I am scheduled for high-profile interviews with Forbes magazine and major DStv news channels, including eNCA News, Newzroom Africa and News24, reinforcing Zimbabwe’s growing prominence as a leading tourism destination in Africa.
Consistent participation in regional and international expos has enhanced perception and visibility. The ministry, working with ZimStat (Zimbabwe National Statistics Agency), is improving evidence-based decision-making through the development of the Tourism Satellite Account (TSA) and the Tourism Industry Management System (TIMS).
Ongoing surveys, including the Domestic Tourism Survey (DOTS) and the Visitor Exit Survey (VES), will help generate critical data for measuring tourism’s economic contribution.
However, we need to do more on recording arrivals and receipts of domestic tourism, which is the main driver of our tourism economy.
Q: What major new investments have been attracted to the tourism and hospitality sector in 2025?
A: The tourism sector has also immensely benefitted from His Excellency’s call that Zimbabwe is Open for Business. Several new investments have contributed to boosting hotel room capacity and conference facilities, among others. The expansion of conferencing facilities, in particular, contribute to the growth of MICE tourism and the general capacity of the country to host large events.
Investments have also been recorded in other categories of tourism facilities beyond hotels and conference facilities.
Between 2021 and mid-2025, a total of US$910 million had been invested in the tourism sector.
Notable projects include the following:
Afreximbank-funded hotel in Harare, which is expected to be completed by December 2025.
The Zhong Jin International Hotel in Kwekwe.
Tamarind Hotel in Kariba.
10 000-seater conference centre in Bulawayo.
The renovation and upgrading of major hotels in Harare, Victoria Falls and other city and resort hotels have also seen significant facelifts.
Major renovations and upgrading of Grand Reef Airport.
Construction of the Mutare sports pavilion.
Renovation of Hot Springs resort in Chimanimani.
Ongoing construction of the multipurpose cricket stadium in Victoria Falls.
In partnership with UN Tourism, the Government is establishing a regional tourism academy in Victoria Falls to elevate service excellence and address sector skills gaps.
This follows the honouring of the efforts by the Tourism Patron, Dr Auxillia Mnangagwa, in promoting gastronomy tourism.
Q: How are the community-based tourism initiatives being promoted to ensure inclusive growth across all regions?
A: The ministry is advancing community-based initiatives to ensure inclusive growth across all regions, in line with the President’s devolution agenda of leaving no one and no place behind.
The ministry is devolving major tourism programmes and events, rotating annual activities across all 10 provinces such as the rolling out of Amai’s Traditional Cookout Competitions. Community-Based Tourism (CBT) projects such as the Gairezi Project in Nyanga, Tengenenge Arts and Craft Centre, Chesvingo Karanga Village and Integral Kumusha project for Rural and Agrotourism in Buhera have become important models of local empowerment and sustainable tourism.
Traditional festivals like the Ndau Festival in Chipinge and Imklomelo KaDakamela in Nkayi are being transformed into vibrant tourism attractions that showcase Zimbabwe’s living heritage.
Amai’s Traditional Cookout Competitions, an initiative by the Tourism Patron, are also being held nationwide and include women, the youth, students and people with disability to showcase local cuisines, celebrate cultural identity and empowering communities.
Q: With the festive season approaching, what concrete steps is the ministry taking to ensure that Zimbabwe is well prepared to accommodate the anticipated influx of domestic and international tourists?
A: Ahead of the festive season, the Ministry of Tourism and Hospitality Industry, through the whole of government approach, is working closely with other ministries and key stakeholders to ensure that the country delivers a memorable, safe and welcoming experience to both domestic and international tourists.
During the festive season, people spend most of their time with family and friends, hence our focus shifts to the Visiting Friends and Relatives Cluster, which resonates with recreational activities.
To ensure excellent service and efficiency, our teams will be stationed in key areas such as restaurants, fast-food outlets and musical shows — where most festive gatherings take place.
A central part of this is the Meet and Greet Exercise at ports of entry, which captures the essence of Zimbabwean hospitality.
Under this initiative, tourism officers and hospitality teams will be strategically deployed to major entry points, including the Robert Gabriel Mugabe International Airport, the Victoria Falls International Airport, the Joshua Mqabuko Nkomo International Airport and the Beitbridge, Kazungula and Plumtree border posts.
These teams are responsible for welcoming tourists with warm greetings, offering travel assistance and sharing tourism information materials such as maps, guides and promotional brochures.
We will also work with the Ministry of Home Affairs and Cultural Heritage through the Immigration and Customs officials to streamline arrivals and ensure that tourists’ first impression of Zimbabwe is one of efficiency, friendliness and professionalism.
This initiative is complemented by ongoing destination readiness activities that include the beautification of urban and resort areas, enhanced signage and safety inspections across accommodation and transport sectors.
The ministry is also engaging with provincial offices and local authorities to coordinate regional preparedness and ensure consistent service standards across all tourist destinations.
Through these efforts, Zimbabwe is positioning itself to offer a seamless festive travel experience that reflects the true spirit of the nation — welcoming, safe and unforgettable.
Zimbabwe is strategically positioned to offer an exceptional festive season tourism experience.
Q: Are there any special promotions or national campaigns planned to encourage domestic travel during this year’s festive period?
A: On October 31, 2025, we launched the Domestic Tourism Festive Season Campaign in Kariba, encouraging Zimbabweans to travel, explore and experience local destinations during the festive season.
The campaign, using #NhakaYedu, #IlifaLethu, #OurHeritage, #ExperienceZimbabwe, #ZimBho hashtags, promotes travel across provinces and supports local tourism enterprises by showcasing Zimbabwe’s diverse cultural, adventure and leisure offerings.
This initiative aims to foster a culture of travel among Zimbabweans and those in the diaspora, encouraging them to embrace the festive spirit of Zimbabwe.
The central message will be a call to action: “Experience Zimbabwe this Festive Season”.
To meet these objectives, the campaign will implement an integrated approach, combining marketing, content creation, collaboration.
The ministry is engaging with the industry to come up with packages for domestic tourists this festive season.
To raise awareness and reach a wider audience, the ministry is running adverts on television and radio, complemented by targeted messaging on social media platforms.
We are also awaiting festive season packages from the private sector, while ZimParks (Zimbabwe Parks and Wildlife Management Authority) will soon provide their own packages to the Zimbabwe Tourism Authority and we will advertise these packages on their behalf to promote exciting holiday options across the country.
Through these promotional efforts and collaborations with the private sector, the campaign aims to boost domestic tourist arrivals, increase tourism spending and foster national pride in Zimbabwe’s rich attractions during and beyond this festive season.
Q: Zimbabwe was recently named the best country to visit in 2025 by Forbes. How is the ministry leveraging this international recognition to enhance destination branding, attract high-value tourists and extend the average length of stay?
A: We feel greatly honoured that Forbes has recognised Zimbabwe as the World’s Number One Destination to visit in 2025 and this endorsement confirms Zimbabwe’s increasing appeal to the global community.
This prestigious recognition marks a defining moment for Destination Zimbabwe, highlighting the success of the Second Republic’s vision under the leadership of His Excellency, the President, Dr Mnangagwa, whose engagement, re-engagement, soft diplomacy and Zimbabwe is Open for Business policies have restored global confidence in Zimbabwe’s image and economy.
The recognition by Forbes reflects the deliberate efforts of the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority (ZTA) to position Zimbabwe as a peaceful, attractive and diverse destination through targeted marketing campaigns, international partnerships and enhanced hospitality standards.
It is also an acknowledgment of the nation’s progress in infrastructure development, tourism product diversification and the promotion of Zimbabwe’s natural and cultural assets.
The Forbes listing complements other international recognitions that continue to elevate Zimbabwe’s global tourism standing.
Condé Nast Traveller magazine recently listed Victoria Falls among the Best Places to Visit in 2026, celebrating its breathtaking landscapes, abundant wildlife and rich heritage.
This inclusion reaffirmed the Falls’ status as one of the Seven Natural Wonders of the World and a leading attraction in Africa.
Travel and Leisure magazine also highlighted Zimbabwe’s prominence after Pan Am announced its return to Africa for the first time in three decades.
The 2026 “Sky to Safari” ultra-luxury itinerary includes Zimbabwe as a key stop, featuring “the thunderous roar of Victoria Falls”, a testament to the country’s appeal as a high-end safari and nature destination.
These international recognitions collectively affirm Zimbabwe’s growing profile as a world-class destination for adventure, culture and sustainable tourism.
They also highlight the global confidence in Zimbabwe’s tourism infrastructure, wildlife conservation practices and the warmth of its people.
It also gives bearing to the efforts being made by the Ministry of Tourism and Hospitality Industry through the Zimbabwe Tourism Authority towards repositioning Zimbabwe as a competitive and must-visit destination.
Building on these international recognitions, we are intensifying destination branding initiatives under the “Experience Zimbabwe” campaign with renewed emphasis on highlighting our unique selling points, including our rich cultural heritage, pristine wildlife, natural landscapes and warm hospitality.
We are leveraging this effectively as an endorsement in strategic promotions on digital platforms, international media and trade engagements that target high-value tourists who are in pursuit of authentic African experiences.
We are also collaborating with the private sector and encouraging them to promote immersive, experiential-based tourism packages that encourage longer stays whilst linking several attractions across the varied regions of Victoria Falls, Hwange, Great Zimbabwe, the Eastern Highlands and Kariba.
This will be achieved through enhanced connectivity, product diversification and regional circuit development to increase the average length of stay.
These efforts are expected to convert interest into more bookings, increase tourist arrivals and encourage longer stays, thereby maximising the impact of the Forbes recognition.
Q: Looking ahead, what are your top three priorities for the tourism sector in 2026, and what growth targets has the ministry set in terms of visitor numbers, earnings and sectoral employment?
A: Looking ahead to 2026, the Ministry of Tourism has unveiled a forward-looking plan aligned with the national economic reform agenda and Vision 2030.
Having attracted approximately US$910 million in cumulative investments under NDS1, the ministry now aims to consolidate these gains through key strategic priorities designed to drive growth, innovation and sustainability.
Among the major undertakings is the establishment of a tourism academy, a flagship project estimated at US$10 million over a five-year cycle.
The academy will serve as a regional centre of excellence for hospitality training and professional development, enhancing service standards and creating a skilled workforce capable of supporting a world-class tourism industry.
The ministry also intends to strengthen investment facilitation, with particular emphasis on developing meetings, incentives, conferences and exhibitions infrastructure to position Zimbabwe as a competitive business tourism destination.
To expand the country’s global footprint, the ministry plans to deploy six additional tourism attachés to emerging markets, while intensifying the registration and grading of tourism facilities to ensure compliance with international quality standards.
It will also advance the development of township and heritage sites as part of efforts to diversify tourism products and promote community-based tourism.
The 2026 calendar will feature major international events such as the UN Committee on Sustainable Tourism, the Women in Tourism Conference and the 3rd UN Africa Regional Gastronomy Forum.
These initiatives are expected to elevate Zimbabwe’s global profile and stimulate increased arrivals.
Tourism receipts are projected to exceed US$1 billion, building on the 2025 earnings of US$992 million, while international arrivals are expected to surpass two million.
Domestic tourism growth for families and friends will be our focus in 2026, increasing the domestic arrivals from 13 million to 15 million.
With its growing reputation, rich natural and cultural heritage, and strategic policy direction, Zimbabwe continues to position itself as a beacon of sustainable tourism excellence and a central driver of socio-economic transformation on the journey towards Vision 2030.
