Online Reporter
Herald Reporter
THE Zimbabwe Tourism Authority is making a bold statement at the 66th edition of the Zimbabwe International Trade Fair, unveiling an innovative exhibition stand that highlights its strategic focus on heritage-based tourism as a driver of economic growth and regional integration.
Aligned with the ZITF 2026 theme, “Connected Economies, Competitive Industries,” ZTA has adopted the sub-theme “Tourism Clusters Powering Regional Integration and Competitive Growth,” positioning tourism as a key enabler of value chain linkages across sectors such as hospitality, transport, agriculture, retail, and the creative industries.
The stand offers visitors a journey through Zimbabwe’s tourism pillars, beginning with gastronomy and extending to a wide spectrum of offerings, including sports tourism, religious tourism, heritage and cultural tourism, among others.
Flagship destinations such as Victoria Falls, Great Zimbabwe, Matobo Hills, and Mana Pools are being showcased alongside emerging attractions, with a strong emphasis on authentic experiences such as wildlife safaris, eco-tourism, conferences, leisure travel, and cultural immersions.
Central to ZTA’s participation is business engagement, with matchmaking platforms connecting tour operators, hoteliers, and investors to unlock new opportunities.
The Authority is also promoting sustainable tourism initiatives that safeguard biodiversity, empower local communities, and preserve cultural heritage.
ZTA officials said their participation reflects a broader strategy to align tourism development with Vision 2030, focusing on infrastructure development, enhanced visitor experiences, and aggressive international marketing.
Through partnerships with Government and the private sector, the authority is improving destination readiness while leveraging digital platforms to drive global visibility and convert interest into bookings and investment.
The tourism body is also building on gains recorded under the National Development Strategy 1 (NDS1), which saw growth in tourist arrivals, improved service standards, and stronger integration of local culture into tourism products. These successes are now informing NDS2, which seeks to scale up marketing efforts, strengthen coordination, and deepen sustainability for long-term sector growth.
This momentum comes as Zimbabwe’s tourism sector continues to gain global recognition. The country was recently named among the must-visit destinations for 2025, while at the PATWA Awards in Berlin, Tourism and Hospitality IndustryMinister Babra Rwodzi, was honoured as Africa’s Best Tourism Minister. Victoria Falls was also recognised as the Best Natural Wonders Destination, further cementing its global appeal.
In addition, the Tourism and Wildlife Patron, Amai Auxillia Mnangagwa, was conferred with the title of “Godmother of Gastronomy in Africa” by UN Tourism, in recognition of her efforts in promoting Zimbabwe’s culinary heritage on the global stage.
As ZITF 2026 continues, ZTA’s showcase is attracting significant interest from local and international stakeholders, reinforcing Zimbabwe’s position as a competitive, culturally rich, and sustainable tourism destination.
