Online Reporter
Nqobile Bhebhe, Zimpapers Business Hub
THE world is awakening to Zimbabwe as a fast-rising, must-visit tourism destination, with Government crafting deliberate strategies to sustain momentum as the country continues to earn major international accolades.
Tourism, recognised under the National Development Strategy (NDS) 1 and its successor NDS2 as a key pillar in Zimbabwe’s drive towards an upper-middle-income economy by 2030, is emerging as one of the most resilient and fastest-growing sectors of the economy.
The sector is expected to be a major contributor to gross domestic product, underlining its strategic importance to national development.
Tourism and Hospitality Industry Minister Barbara Rwodzi said Zimbabwe’s growing global profile was clear evidence that the tourism rebound was firmly on track, driven by sound policies under President Mnangagwa’s leadership.
She said sustaining Zimbabwe’s new status as one of the world’s top travel destinations would require continued alignment with the President’s vision and policies, which have positioned the country as a leading tourism hub in Africa and beyond.
Speaking to Zimpapers Business Hub at Joshua Mqabuko Nkomo International Airport in Bulawayo on Tuesday, Minister Rwodzi said Zimbabwe was benefiting from increasing international recognition through prestigious awards, signalling renewed global interest.
The focus, she said, was now on sustaining the momentum through policies aligned to global tourism trends, while ensuring competitiveness and inclusivity.
“For example, Forbes magazine awarded us international recognition as a must-visit destination in 2025.
“We are very grateful because this recognition was given in early November, but even now the world is still talking about it on television and across various social media platforms such as TikTok.
“They are talking about Zimbabwe as a surprise sleeping giant that is emerging as a mass tourism destination.
“It is an indicator that the world is now awakened and knows that Zimbabwe is once again a great destination, coming back from years of sanctions and restrictions,” she said.
Minister Rwodzi cautioned against complacency, saying the country could not afford to rest on its laurels.
“But we really need to maintain this position at the top. Our strategies that we are crafting are therefore key.
“We want to thank President Mnangagwa for his strategies that were outlined in NDS1 and are now being advanced under NDS2.”
She said sustaining tourist arrivals remained a top priority, as international visitors increasingly discovered a transformed Zimbabwe.
“We need to ensure that tourists keep travelling to Zimbabwe.
“International tourists are realising that what was previously said about Zimbabwe is no longer the case. The country has changed, hence positive image building is key.
“President Mnangagwa’s foreign policy of being an enemy to none and a friend to all is working wonders.
“Marketing strategies must continue, including for domestic tourism. Tourism is a low-hanging fruit in terms of investment, and we are already witnessing growing investor interest,” she said.
