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Business Reporter
ZIMBABWE will intensify efforts to promote domestic tourism following its recent recognition by Forbes as a must-visit destination in 2025, a compliment expected to translate into increased local travel and broader economic benefits.
Internationally acclaimed US magazine Forbes named Zimbabwe the world’s best country to visit in 2025 due to its natural landscapes like Victoria Falls and the Eastern Highlands, rich biodiversity, and opportunities for various travel styles.
“Zimbabwe is a mosaic of rugged wild terrain and deep ancestral heritage—where jagged granite outcrops rise above sun-scorched golden plains and skies stretch wide over rustling acacia groves,” said Forbes, following a glowing review and listing of Zimbabwe among the top destinations to visit in 2025 by leading global travel site Kayak
Tourism and Hospitality Industry Minister Barbra Rwodzi told legislators in Parliament on Wednesday that while Zimbabwe’s international profile has risen markedly, more needs to be done to make tourism accessible and affordable for locals.
“Yes, Forbes indicates that internationally we have done quite well and we need to be doing the same locally. We continue marketing our destination to the locals, which is number one.
“However, we have to ensure that the prices are affordable for our locals so that we encourage our people to travel locally and to afford the entrance and use of facilities across the country,” said Minister Rwodzi.
Industry analysts say strengthening domestic tourism is crucial to cushion the sector and ensure consistent revenue inflows during global shocks. However, affordability remains a major hurdle for many locals.
Notably, accommodation and adventure prices are often out of reach for ordinary holidaymakers.
Going forward, the Government is expected to engage tourism operators on pricing models, amid plans to roll out stronger local marketing campaigns and expand community-based tourism initiatives.
Minister Rwodzi said Zimbabwe’s growing international appeal was the result of deliberate Government policies under President Emmerson Mnangagwa, including opening the country to global markets and maintaining a peaceful environment that attracts airlines and investors.
She noted that the Forbes recognition is backed by hard data.
Zimbabwe’s tourism sector is showing strong growth, with 1,6 million international arrivals and over US$1,2 billion in revenue in 2024, a significant increase from previous years.
The country has set ambitious targets, including a goal to achieve a US$5 billion tourism economy by 2025 and to reach 30 million visitors by 2030 as part of its Vision 2030 plan.
“We have 23 flights coming into the country now, and the increase compared to last year shows the confidence the world has in Zimbabwe. This accolade came through numbers and numbers do not lie.”
The boost to global visibility coincides with Zimbabwe’s appointment as Vice President of the UN Tourism General Assembly for the next two years, a development expected to further strengthen the country’s diplomatic and tourism partnerships.
