Online Reporter
Nqobile Bhebhe [email protected]
ZIMBABWE is seeking to leverage the global reach of international broadcaster CNN to convert growing international recognition of the destination into increased tourist arrivals, visitor spending and investment across the tourism value chain.
The engagement, held on the sidelines of the ongoing 81st United Nations General Assembly (UNGA81) in New York, forms part of Government’s broader strategy to strengthen Zimbabwe’s global brand under the National Development Strategy 2.
Tourism and Hospitality Industry Minister Barbara Rwodzi and Zimbabwe Tourism Authority chief executive Dr George Manyaya engaged senior CNN executives, including CNN International vice president Phil Wilson, sales director Zara Driss and regional representative for Africa and Central Asia Imran Ahmad.
The discussions explored a strategic media partnership to amplify Zimbabwe’s tourism narrative, strengthen its presence in international travel conversations and connect the destination with new tourists, markets and investors.
The CNN engagement is significant because it potentially gives Zimbabwe access to a global audience at a time when the country is seeking to turn destination recognition into measurable economic gains.
“As Zimbabwe takes its Tourism story to the world, the country is strategically turning global recognition into greater destination visibility, market reach and Tourism growth,” the ministry said in a latest update.
The strategy goes beyond conventional destination marketing, with Government seeking to use international exposure to promote tourism investment opportunities across the sector.
“As an Investment Destination, the CNN opportunity will not only showcase Zimbabwe’s Tourism offering, but also present its Investment Opportunities across the Tourism value chain to a global audience.
“With CNN commanding a huge global following, the platform offers Zimbabwe an opportunity to reach millions of potential Tourists and Investors across key international markets.”
The initiative comes as Zimbabwe builds on growing international recognition, with Forbes Magazine naming the country the Number One Must-Visit Destination for 2025.
The United States has also become a key overseas source market, with tourist arrivals rising from 18 756 in 2021 to 109 959 in 2025.
“The opportunity comes as Forbes Magazine recognised Zimbabwe as the Number One Must-Visit Destination for 2025, while the United States remains Zimbabwe’s leading overseas source market, with tourist arrivals rising from 18 756 in 2021 to 109 959 in 2025.
“The strategic imperative is to convert this global recognition into increased tourist arrivals, longer stays, tourism spending and Investment.”
For Zimbabwe, the commercial value of stronger international visibility lies in its ability to stimulate demand while supporting investment in accommodation, attractions, aviation, transport, hospitality and other tourism-linked businesses.
The country’s diverse proposition from wildlife and natural wonders to heritage, culture, gastronomy and adventure provides a broad platform for international promotion.
“From iconic Natural Wonders and Wildlife to Heritage, Culture, Gastronomy and Adventure, CNN provides an opportunity to take Zimbabwe’s diverse Tourism proposition and Investment Opportunities to the world. Zimbabwe has the story,” said the ministry.
The CNN engagement places global destination branding within a broader economic strategy to attract visitors, increase tourism receipts and mobilise capital into the sector.
