Zimbabwe’s tourism brand on the rise

Charles Mavhunga

Zimbabwe’s tourism industry is experiencing a remarkable resurgence, with many signs indicating a steady growth trajectory.

This upswing is a testament to the country’s concerted efforts to revamp its tourism sector, shedding off the shackles of a tumultuous past.

Here are the major signs of growth:

Increase in tourist arrivals

Zimbabwe’s tourism industry is experiencing a remarkable resurgence, aligning with the global trend of growing tourism numbers worldwide, which is a testament to the country’s concerted efforts to revamp its tourism sector.

According to the World Tourism Organisation (UNWTO), international tourist arrivals reached a record 1,4 billion in 2019, with Africa accounting for 67 million arrivals, a 7 percent increase from the previous year and Zimbabwe is proudly contributing to this upward trajectory, with visitor arrivals increasing by a remarkable 12 percent in 2022 alone.

This surge in tourist arrivals is a clear indication of the country’s growing appeal as a premier destination in Africa, with its breath-taking natural beauty, diverse wildlife, rich cultural heritage and friendly locals, all combining to create an unforgettable experience for visitors.

The UNWTO’s forecast of continued growth in international tourist arrivals, with Africa expected to receive 77 million arrivals by 2030, further reinforces the potential of Zimbabwe’s tourism industry to drive economic growth, create jobs and stimulate infrastructure development.

Unique selling points

In addition, the country’s tourism growth is spearheaded by its unique selling proposition, which includes its breath-taking natural beauty, diverse wildlife and rich cultural heritage, setting it apart from other destinations and making it a premier tourist attraction.

For instance, the majestic Victoria Falls (Mosi-oa-Tunya/Shungu Nyamutitima), one of the Seven Natural Wonders of the World and a UNESCO World Heritage Site, attracts millions of visitors each year, drawn by its sheer force and beauty, with activities like white-water rafting, bungee jumping and helicopter tours offering an adrenaline rush like no other.

Meanwhile, the Hwange National Park, one of Africa’s largest game reserves, and the Matobo Hills, with their unique balancing rocks and San rock art, offer unparalleled game viewing and hiking experiences, allowing visitors to connect with nature and wildlife in a way that is both exhilarating and humbling.

Furthermore, the country’s rich cultural heritage is also on display, with the Great Zimbabwe monuments, a testament to the ingenuity and craftsmanship of Zimbabweans, and the vibrant Mbira Festival, celebrating the country’s traditional music and dance, providing a fascinating glimpse into the nation’s history and soul.

All these attractions, combined with the warmth and hospitality of Zimbabweans, make the country a true gem of Africa, a destination that is sure to leave an indelible mark on the hearts and minds of all who visit.

Cultural tourism

In addition, Zimbabwe’s cultural tourism is definitely on the rise, and it is amazing to see the country’s vibrant arts scene, historic sites like Great Zimbabwe and authentic rural homesteads providing immersive experiences for visitors.

This growth is a significant boost to Zimbabwe’s brand, positioning it as a premier African destination that can compete with global hotspots like New Zealand, Costa Rica and Japan.

The country’s rich cultural heritage, breath-taking natural beauty and friendly locals make it an attractive destination for travellers seeking unique experiences.

As Zimbabwe continues to develop its cultural tourism sector, we can expect to see more exciting initiatives and attractions that showcase its diverse culture and history.

With its unique blend of traditional and modern attractions, Zimbabwe is poised to become a top destination for cultural tourism in Africa and beyond.

Infrastructure development

Zimbabwe’s tourism industry is booming, with the Government investing in upgraded infrastructure, new accommodations offering diverse tourist experiences and diversification of tourism products.

For instance, the upgrade of the Harare-Beitbridge highway enhances connectivity, while the expansion of the Victoria Falls Airport facilitates easier access for international visitors.

Moreover, the refurbishment of Hyatt Regency Harare The Meikles Harare (formerly Meikles Hotel) and the development of new accommodations like Zambezi Sands Lodge and Gorges Lodge, provide tourists with a wide range of options for a comfortable stay.

The country has also diversified its tourism products, incorporating cultural, adventure and eco-tourism activities, such as the vibrant Mbira Festival, white-water rafting and the innovative Victoria Falls recycling project.

All these efforts have positioned Zimbabwe as a competitive destination in the global tourism market, offering a unique and immersive experience for visitors.

The country has moved beyond traditional game viewing to incorporate cultural, adventure and eco-tourism activities.

The Zimbabwe Tourism Authority has intensified marketing efforts, leveraging social media platforms and forging strategic international partnerships. Zimbabwe’s tourism industry is experiencing significant growth and development, with a focus on diversification, infrastructure development and marketing.

Zimbabwe’s tourism industry is poised for sustained growth, with a multitude of indicators suggesting a bright future.

The country’s concerted efforts to revamp its tourism sector have yielded tangible results.

With increased visitor arrivals, infrastructure development, diversification of tourism products and enhanced marketing efforts, Zimbabwe is solidifying its position as a premier African destination.

As the industry continues to flourish, it is expected to drive economic growth, create employment opportunities and stimulate infrastructure development, ultimately contributing to the nation’s economic development and the well-being of its people.

Charles Mavhunga has co-authored textbooks in business enterprising skills. He is currently studying for a PhD in Management at Bindura University. He can be contacted at charles.mavhunga@gmail.com or Cell:0772989816