Moffat Mungazi
Lloyd Makonya
Correspondent
TOMORROW (Saturday) September 27, Zimbabwe joins the rest of the world in commemorating World Tourism Day, a moment that goes beyond ceremony, and speaks to the heart of how nations envision their future through tourism.
Celebrated every September 27 under the auspices of the United Nations
World Tourism Organisation (UNWTO), this year’s theme: “Tourism and Sustainable Transformation”, invites countries to reflect on how the sector can drive inclusive growth, protect heritage and secure long-term prosperity.
At its core, the theme demystifies the notion that tourism is simply about arrivals, hotels, and sightseeing.
Instead, it emphasises a deeper transformation, one that links economic gains to environmental responsibility, community empowerment and cultural preservation.
Sustainable transformation challenges stakeholders to adopt practices that allow the sector to flourish today, while ensuring that resources, traditions and opportunities remain available for generations to come.
For Zimbabwe, this global call resonates strongly with ongoing efforts to position tourism as a cornerstone of national development.
The Government has already set ambitious targets, aspiring to transform the sector into a US$10 billion industry by 2030, in line with Vision 2030.
This goal is, not only about numbers, it reflects a deliberate move towards infrastructure development, improved connectivity and policies that place sustainability at the centre of growth.
Recent initiatives highlight this shift.
Air Zimbabwe’s expansion of domestic routes, linking cities like Harare, Mutare, and Victoria Falls, is part of efforts to strengthen internal tourism circuits, while boosting accessibility to key attractions.
At the same time, conservation-based initiatives such as CAMPFIRE, Community Based Tourism projects like the Integral Kumusha initiative in Buhera, and heritage protection programmes are ensuring that local communities benefit from tourism, while wildlife and cultural sites are preserved. These are practical expressions of sustainable transformation in action.
Equally important is the focus on inclusivity.
Zimbabwe’s tourism sector has been making strides to ensure that opportunities extend to rural communities, youths, women and differently-abled people.
The inclusion of academic institutions in major tourism dialogues, such as the Scholastica Conference held during the Sanganai/Hlanganani/Kumbanayi World Tourism Expo, reflects a growing recognition that innovation, research and skills development are essential for the industry’s resilience.
Sustainable transformation cannot be achieved without nurturing a new generation of tourism professionals who understand the value of innovation and responsible practices.
However, challenges remain. Sustainability requires consistent enforcement of environmental regulations, serious investment in green infrastructure and continuous skills upgrading across the industry. It also calls for creativity in developing tourism products that are, not only marketable, but also respectful of ecological and cultural limits.
World Tourism Day therefore serves as both a celebration and a call to action. It reminds us that tourism is, not just about welcoming visitors, but about reimagining how we use our landscapes, traditions and creativity to build an industry that uplifts communities and safeguards resources.
If managed responsibly, tourism can play a central role in Zimbabwe’s economic revival, create meaningful jobs and project a positive image of the country to the world.
As Zimbabwe joins the rest of the globe tomorrow, the challenge is clear, sustainable transformation must move from theme to practice.
It requires unity of purpose between Government, private sector, communities and academia.
Only then will tourism truly live up to its promise of delivering prosperity today, while protecting the promise of tomorrow.
Online Reporter