Nqobile Bhebhe [email protected]
ZIMBABWE is seeking to unlock tourism investment and create business opportunities through sporting events, cultural festivals and the creative economy as Government moves to diversify the country’s tourism offering and stimulate economic growth.
The drive comes as domestic tourism trips increased by 27 percent to 6.4 million in the first half of 2026, creating opportunities for tourism operators, small businesses and creative entrepreneurs.
The Minister of Tourism and Hospitality Industry, Barbara Rwodzi, represented by Deputy Minister Tongai Mnangagwa and accompanied by Permanent Secretary Dr Takaruza Munyanyiwa, highlighted the potential of sport and the arts to drive tourism growth at the Sport and Arts Tourism Reception during the KUZANA Sport and Creative Economy Expo in Bulawayo last week.
“From Sporting Arenas to Cultural Stages, Zimbabwe continues to harness its Talent, Creativity and Heritage to diversify its Tourism offering and drive Economic growth,” the ministry said in an update.
Minister Rwodzi underscored the importance of integrating sport, creative arts and tourism in advancing Vision 2030. She also called for a comprehensive Sports and Arts Tourism Calendar and investment in infrastructure that serves both athletes and tourists.
Zimbabwe’s creative economy, which encompasses music, dance, film, visual arts, crafts and culinary experiences, offers opportunities to attract international visitors seeking authentic cultural experiences.
Cultural festivals and live performances can stimulate travel, while traditional cuisine and locally produced crafts provide communities with opportunities to earn income from their heritage and creative skills.
Sporting competitions can also attract athletes, supporters and officials, generating demand for accommodation, transport, restaurants and other services.
The recently held Sanganai/Hlanganani Sports Tourism Carnival in Masvingo demonstrated how sporting events can encourage visitors to explore destinations and generate income for local communities.
However, turning these opportunities into sustained business growth will require effective event planning, destination marketing, appropriate infrastructure and stronger links between tourism operators and local enterprises.
The Ministry is urging stakeholders to position sport and the creative arts as viable investment opportunities that can create employment and strengthen Zimbabwe’s global competitiveness in line with the National Development Strategy 2 (NDS2) and Vision 2030.
With domestic tourism showing growth, Zimbabwe is seeking to build on local travel demand while attracting more international visitors through sporting events, cultural experiences and the country’s creative talent.
