Zimbabwe, Zambia not tourism competitors but co-opetitors: ZTA

Zimbabwe and Zambia are not tourism competitors but “co-opetitors” whose success lies in collaboration, joint destination marketing and shared regional growth, Zimbabwe Tourism Authority (ZTA) Chief Executive Officer Dr George Manyaya has said.

Dr Manyaya made the remarks during a visit by Zambia’s Vice President, Mrs Mutale Nalumango, to the Zimbabwe exhibition stand at the Zambia Tourism Expo (ZATEX) currently underway in Lusaka.

The engagement underscored the growing commitment by both countries to deepen tourism cooperation, leverage shared natural assets and promote Southern Africa as a competitive and integrated tourism destination.

Addressing Vice President Nalumango and her delegation, Dr Manyaya said Zimbabwe and Zambia shared a unique tourism relationship anchored on the Victoria Falls, one of the Seven Natural Wonders of the World, making collaboration more beneficial than competition.

“Your Honour, Zimbabwe and Zambia are not competitors; we are co-opetitors. We share one of the world’s greatest natural wonders, the Victoria Falls.

” Our responsibility is to strengthen collaborative marketing so that tourists experience both sides of the Falls because each side offers a unique and complementary experience,” said Dr Manyaya.

He said the future of tourism in the region depended on stronger partnerships, integrated tourism products and coordinated destination promotion strategies that encourage visitors to explore multiple countries during a single trip.

Dr Manyaya noted that by working together, Zimbabwe and Zambia could attract greater international tourist arrivals, increase visitor spending and unlock broader socio-economic benefits for communities that depend on tourism.

He said regional tourism growth would be accelerated through enhanced cooperation among tourism authorities, the private sector and policymakers, adding that Southern Africa possessed immense tourism potential that could be fully realised through collective action.

The ZTA chief executive also noted that Zimbabwe’s heritage-based tourism development model, which was introduced by President Mnangagwa as part of the country’s broader economic transformation agenda.

“His Excellency President Emmerson D. Mnangagwa identified tourism as one of the key economic drivers of Zimbabwe’s development. As a result, we are pursuing heritage-based tourism that leverages our cultural, historical, natural and culinary assets to create authentic visitor experiences,” he said.

The heritage-based tourism approach seeks to position Zimbabwe as a destination that offers more than scenic attractions by showcasing the country’s rich history, diverse cultures, living traditions and unique natural heritage.

Dr Manyaya said the strategy was helping diversify tourism offerings while creating opportunities for local communities to actively participate in the tourism value chain.

He added that gastronomy tourism was emerging as an important pillar of Zimbabwe’s tourism offering, enabling visitors to connect with the country’s heritage through indigenous cuisine, food traditions and local storytelling.

The promotion of gastronomy tourism, he said, was in line with global tourism trends that increasingly favour authentic cultural experiences and community-based tourism products.

Taking advantage of the regional platform, Dr Manyaya extended an invitation to Zambia’s tourism industry to participate in the 2026 Sanganai/Hlanganani World Tourism Expo, which will be held in Masvingo in September.

He encouraged Zambia to bring a strong delegation of exhibitors, tourism operators and international buyers to strengthen regional tourism trade, investment and partnerships.

The invitation was warmly received, reflecting the strong bilateral relations that continue to exist between Harare and Lusaka across various sectors, including tourism, trade and investment.

Responding to the remarks, Vice President Nalumango welcomed the spirit of cooperation between the two countries and stressed the importance of regional integration in driving tourism growth.

“I am happy to hear this cooperation agenda. Tourism thrives when countries work together and it would be good to see Zimbabwe, Zambia, Malawi and Namibia collaborating and such partnerships are important for the growth of our region,” she said.

The Zambia Tourism Expo, running from June 4 to 6, was officially opened by Vice President Nalumango under the theme, “Building Authentic and Sustainable Tourism Through Partnerships.”