After a strong year in 2024 marked by the approval of a national tourism policy, Zimbabwe’s tourism and hospitality industry is setting its sights on further growth in 2025.
The sector, which contributes 12 percent to the country’s Gross Domestic Product (GDP), outperformed agriculture and mining last year, becoming a key economic driver.
The Ministry of Tourism and Hospitality Industry, led by Minister Barbara Rwodzi, plans to build on this momentum with a range of strategies aimed at increasing tourist arrivals and boosting the sector’s overall performance.
A cornerstone of these efforts is the expansion of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, which was instrumental in 2024’s success.
Speaking during a recent visit to Victoria Falls, Minister Rwodzi highlighted marketing as the ministry’s top priority for 2025. “Marketing is number one for us,” she said. “Roadshows are key, and you will see us conducting many in our key markets. We will also increase our presence in international media and build stronger relationships with journalists.”
To amplify global awareness, the ministry plans to introduce competitions for journalists, encouraging coverage of Zimbabwe’s tourism through articles, roadshows, and TV features.
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Tourism attachés have already been deployed to 11 major source markets, with plans to add six more in 2025. Locally, the ministry will station tourism officers at ports of entry to create a welcoming atmosphere and promote Zimbabwe as a hospitable, friendly, and peaceful destination.
Minister Rwodzi emphasized the importance of participating in regional and international tourism conferences, which play a critical role in driving sector growth.
One of the highlights of 2024 was hosting the inaugural United Nations Tourism Regional Forum on Gastronomy Tourism for Africa in Victoria Falls. This milestone event positioned Zimbabwe as a significant player in the global tourism industry and paved the way for the establishment of the UN Tourism Gastronomy School in Victoria Falls. This school will further enhance Zimbabwe’s profile as a premier global travel destination.
Presidential Support and Re-Engagement Efforts
Minister Rwodzi credited the sector’s achievements to President Mnangagwa’s engagement and re-engagement policy, along with the “Zimbabwe is Open for Business” initiative. These approaches have successfully attracted high-profile global personalities and celebrities, particularly to Victoria Falls, for both leisure and business purposes.
The Tourism Growth and Recovery Strategy, launched in 2020 to restore pre-Covid-19 performance levels, remains central to the ministry’s plans. The strategy has guided the country’s efforts to revitalize the sector, which continues to recover strongly post-pandemic.
Looking ahead, the ministry is committed to leveraging all available channels to market Zimbabwe as a world-class travel destination. The Zimbabwe Tourism Authority (ZTA) will ramp up efforts to attract more visitors in 2025, focusing on expanding international reach and enhancing the country’s appeal.
“With a combination of robust marketing, strengthened global partnerships, and continued investment in key tourism infrastructure, Zimbabwe is poised for another year of remarkable growth in its tourism sector,” said Minister Rwodzi.
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