Nqobile Bhebhe, Zimpapers Business Hub
ZIMBABWE is targeting increased tourism business, investment and stronger access to European markets following an encouraging opening at the World Travel Market (WTM) 2026 in London, where international travel operators and investors have shown interest in the country’s diverse tourism offerings.
Led by Tourism and Hospitality Industry Minister Barbara Rwodzi, the Zimbabwean delegation is using the influential global travel trade exhibition to turn growing destination visibility into commercial partnerships, expand international distribution networks and attract investment into the sector.
The positive response at the Zimbabwe Stand on the opening day signals opportunities to deepen the country’s presence in the European market, a key source of international tourists.
In an update, the Ministry of Tourism and Hospitality Industry said, “The World Travel Market (WTM) 2026 in London has opened on a strong note for Destination Zimbabwe, with an encouraging turnout at the Zimbabwe Stand and considerable interest in the country’s diverse Tourism offerings.”
The engagements come as Zimbabwe intensifies efforts to grow tourism receipts, attract new investment and strengthen the sector’s contribution to economic growth under the country’s broader development agenda.
“The opening day also saw the delegation undertake business-focused engagements with tour operators, travel trade partners, prospective investors and international media, creating opportunities to translate destination interest into tangible tourism business.”
Such engagements are expected to strengthen Zimbabwe’s access to international travel distribution channels while creating opportunities for local tourism operators, accommodation providers and other service businesses to connect with overseas markets.
Minister Rwodzi toured the Zimbabwe Stand accompanied by Zimbabwe’s Ambassador to the United Kingdom, Colonel Katsande, and Zimbabwe Tourism Authority chief executive officer Dr George Manyaya, reflecting a coordinated national effort to promote Brand Zimbabwe.
“The Minister’s engagements with exhibitors, international tour operators and industry stakeholders, coupled with the positive response at the stand, reflect growing interest in Zimbabwe as a distinctive tourism destination,” the ministry said.
Participation at WTM 2026 forms part of the country’s destination marketing and international market expansion strategy, which seeks to attract more visitors, strengthen business relationships and unlock investment opportunities.
The exhibition offers an important opportunity to position its tourism products before influential international buyers and decision-makers, while improving the country’s competitiveness in the global tourism marketplace.
Held annually at ExCeL London, WTM is one of the world’s leading travel trade exhibitions, bringing together tourism destinations, airlines, hotels, tour operators, travel agencies and technology providers to explore business opportunities and emerging industry trends.
Zimbabwe’s participation is therefore expected to strengthen the commercial links needed to translate international exposure into increased visitor arrivals, tourism investment and foreign currency earnings.
