Improved air connectivity and robust marketing strategies are set to significantly elevate Zimbabwe’s tourism performance in 2025, according to Tourism and Hospitality Secretary, Dr. Takaruza Munyanyiwa.
In an interview, Dr. Munyanyiwa highlighted that Zimbabwe stands to benefit greatly from the entry of new airlines and the growing demand for air travel. Upgrades to R.G. Mugabe International Airport and Victoria Falls International Airport are expected to attract more international airlines, driving a substantial increase in tourist arrivals.
Notably, Uganda Airlines began operating the Harare-Entebbe route on September 25, 2024, joining other carriers such as Kenya Airways, South African Airways, Ethiopian Airlines, Qatar Airways, and Emirates, which connect international tourists to Zimbabwe’s iconic destinations.
Dr. Munyanyiwa emphasized the need for aggressive marketing campaigns to extend the average tourist stay from three to six days, boosting visitor spending and revenue generation. He also noted plans to develop new attractions and increase Zimbabwe’s presence at global tourism events, including the World Tourism Market, ITB Berlin in Spain, and exhibitions in the United States.
Last year, strategic roadshows were held across cities such as Bournemouth, Manchester, and London in the UK, as well as Cape Town and Johannesburg, to engage the diaspora community and promote domestic tourism.
Zimbabwe is also targeting growth in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, which attracts high-spending visitors and drives investment in infrastructure such as convention centers, hotels, and transport systems.
“Our growth strategy focuses on aggressive marketing for both domestic and international tourists. We are also leveraging tourism clusters and MICE to stimulate growth. These clusters include religious, sports, and agro-tourism,” said Dr. Munyanyiwa.
Tourism contributes approximately 12% to Zimbabwe’s GDP and remains a key source of foreign exchange. The sector is projected to grow by 4.3% this year and is viewed as a vital driver for sustainable economic growth under the National Development Strategy 1 (NDS1).
In addition, the United Nations recently approved the establishment of the International Culinary Academy in Victoria Falls, a development expected to transform Zimbabwe’s tourism industry.
“With tourism generating up to US$1.2 billion annually, we must enhance our efforts to double these figures,” Dr. Munyanyiwa added.
Zimbabwe offers a rich blend of natural wonders, cultural heritage, and adventure experiences, making it a prime destination for global travelers.
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