Enhanced destination connectivity and intensified marketing efforts are set to propel Zimbabwe’s tourism sector to greater heights in 2025, according to Tourism and Hospitality Secretary Dr. Takaruza Munyanyiwa.
Speaking in an interview, Dr. Munyanyiwa highlighted the positive impact of increased air connectivity, driven by the entry of new airlines and rising air travel. These developments are expected to significantly enhance the country’s appeal as a global tourism destination.
Upgrades at the R.G. Mugabe International Airport and Victoria Falls International Airport are projected to attract additional international carriers, leading to a surge in tourist arrivals. Notably, Uganda Airlines launched its Harare-Entebbe route on September 25, 2024, joining established carriers such as Kenya Airways, South African Airways, Ethiopian Airlines, Qatar Airways, and Emirates. These airlines play a pivotal role in connecting global travelers to Zimbabwe’s top attractions.
Dr. Munyanyiwa emphasized the importance of increasing the average tourist stay from three to six days, a strategy aimed at boosting visitor spending and overall revenue. Efforts to diversify tourist experiences by developing new attractions are also underway.
To expand Zimbabwe’s visibility, the country plans to participate in major international events, such as the World Tourism Market, ITB Berlin, and U.S.-based expos. In 2024, Zimbabwe conducted roadshows in cities like Bournemouth, Manchester, and London in the UK, as well as Cape Town and Johannesburg, targeting diaspora communities and encouraging domestic tourism.
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The Meetings, Incentives, Conferences, and Exhibitions (MICE) segment remains a cornerstone of Zimbabwe’s tourism strategy. Dr. Munyanyiwa noted that MICE tourism attracts high-spending visitors and stimulates significant investment in infrastructure, including hotels, transportation, and convention facilities.
“Our growth strategy includes aggressive marketing for domestic and international tourists, leveraging MICE tourism and developing specialized clusters,” Dr. Munyanyiwa explained. He added that the country has created 11 tourism clusters, focusing on areas such as religious, sports, and agro-tourism.
Tourism contributes approximately 12% to Zimbabwe’s GDP and remains a vital source of foreign currency and employment. This year, the sector is expected to grow by 4.3%, aligning with the goals outlined in the National Development Strategy 1 (NDS 1).
Dr. Munyanyiwa also revealed that Zimbabwe has received approval from the United Nations to establish an International Culinary Academy in Victoria Falls, a development he described as a transformative opportunity for the tourism industry.
“The tourism sector currently generates about US$1.2 billion annually. With adequate support, we have the potential to double this figure,” he said.
Zimbabwe offers a wide array of attractions, combining breathtaking natural landscapes, rich cultural heritage, and thrilling adventure opportunities, making it a unique destination for global travelers.
