Moffat Mungazi
Lloyd Makonya
Correspondent
ZIMBABWE’S tourism sector took centre stage at the 15th Annual Las Vegas Travel Agent Forum (LVTAF), held from April 1–2, 2025, at the prestigious Paris Las Vegas Hotel and Casino in Nevada, US.
This landmark event, one of the largest gatherings of travel advisors from across North America, provided a golden opportunity for Zimbabwe to showcase its rich tourism portfolio to over 750 leisure travel agents and industry professionals.
Tourism attaché at the Embassy of the Republic of Zimbabwe to the USA in Washington DC Ms Ropafadzo Dunira who was manning the Zimbabwe stand, passionately promoted Zimbabwe’s offerings, including the world-renowned Victoria Falls, authentic wildlife safaris, rich cultural heritage, and scenic destinations such as Great Zimbabwe, Kariba, and the Eastern Highlands.
“The primary objective for Zimbabwe was to showcase its offerings, engage with highly esteemed travel agents and establish connections for the benefit of our local tourism suppliers,” Ms Dunira shared.
She further remarked: “It was a rewarding experience to represent Zimbabwe at such a forum. For Zimbabwe’s destination management companies (DMCs), this platform is a must-attend, especially those targeting the North American market. It provides an excellent platform for personalised meetings and engaging presentations, fostering valuable connections within the industry.”
Zimbabwe’s participation in the forum was, not only about presence, it was about presence with purpose.
In between presentations and exhibitions, Zimbabwe engaged agents on how best to competitively package Zimbabwe for American and Canadian travellers.
The Zimbabwe Tourism Authority (ZTA), in a statement, said: “The exhibition created opportunities to promote Zimbabwe’s diverse offerings, ranging from authentic wildlife experiences to culture and breathtaking landscapes. Numerous agents visited the stand, gaining valuable insights into the country’s major attractions.”
The North American market has shown promising signs of growth post-Covid.
According to the Zimbabwe Tourism Authority’s latest statistics, tourist arrivals from the USA rose from 83 392 in 2022 to 95 053 in 2023.
Similarly, arrivals from Canada grew from 7 890 to 11 479 over the same period.
These figures signal growing confidence in Zimbabwe as a safe and rewarding destination.
Pre-pandemic, the USA had crossed the 100 000 mark in 2017 with 101 206 arrivals, while Canada peaked at 16 176 in 2019.
In total, Zimbabwe recorded 1 602 781 tourist arrivals in 2023 a marked improvement from 1 043 781 in 2022.
Although still nearly 50 percent shy of the 2018 peak of 2 579 974, these numbers illustrate the sector’s resilience and massive potential.
Tourism receipts once again have the potential to hit billion-dollar marks. In 2018 and 2019, Zimbabwe surpassed the US$1 billion threshold with receipts of US$1.3 billion and US$1.2 billion, respectively.
With strategic marketing and destination packaging such as what took place at the LVTAF such milestones are within reach.
For the Eastern Highlands, focus is on preparations to host the 2025 edition of the Sanganai/Hlanganani World Tourism Expo, a golden opportunity to show off the hidden gems of Manicaland.
The mystical Eastern Highlands inclusive of Vumba, Nyanga, and Chimanimani, often described as Zimbabwe’s “best-kept secrets,” are poised to take the spotlight.
The decision to host the expo in Mutare aligns with the Second Republic’s decentralisation efforts and recognition of Manicaland’s tourism potential. However, challenges persist.
Power supply inconsistencies remain a thorn in the side of operators in areas like Vumba. Some have turned to costly diesel generators to stay operational, which increases overheads and reduces competitiveness.
There is a growing call for Government intervention through incentives, tax holidays, and policy support to enable investment in green energy alternatives such as solar.
Sustainable tourism requires sustainable energy solutions, and with government goodwill and private sector commitment, Manicaland can lead the way.
Zimbabwe’s participation in international forums like LVTAF is part of a broader re-engagement strategy under the Second Republic’s thrust and mantra: “Friend to all, enemy to none.” Through collaborative partnerships and increased global visibility, Zimbabwe is positioning itself as a premier destination for adventure, culture, and eco-tourism.
As Ms Dunira affirmed: “This event, not only allowed for fruitful discussions, but also paved the way for potential collaborations and business opportunities.
‘‘0-I cannot wait to collaborate with tourism suppliers and represent Zimbabwe in the next edition.”
With continued investment in destination marketing, improved infrastructure, and responsive policy, the future of Zimbabwe’s tourism sector and by extension, the local economies it supports looks bright.
