Charles Mavhunga
IT is imperative that Zimbabwe’s tourism industry acknowledges and celebrates the significance of religious shrines, such as Goora in Madziwa (Johane Masowe Yechishanu Vadzidzi VaJesu), Marondera Yellow City (Johane Masowe Yechishanu), Marondera Johane Masowe Yechishanu Jerusalem and Guvambwa Shrine at Sadza Growth Point, among others.
These sacred sites – founded by visionary leaders like Mudzidzi Majinesta, Madzibaba Lawrence Katsiru, Madzibaba Echoes and Archbishop Paul Mwazha – are integral to the country’s rich cultural heritage and also hold immense spiritual value, attracting countless devotees and tourists alike.
It is through recognising and incorporating these religious shrines into tourism branding that Zimbabwe can tap into a vast, untapped market, foster cross-cultural understanding and showcase its diverse religious landscape.
Religious significance
Enhancing cultural understanding – The recognition and inclusion of religious shrines in tourism branding can profoundly enhance cultural understanding by providing a window into Zimbabwe’s rich cultural heritage and religious diversity, thereby promoting cross-cultural exchange, fostering global citizenship and contributing to the achievement of global development agendas.
From a global perspective, this initiative aligns with the United Nations’ Sustainable Development Goals (SDGs), particularly SDG 11, which aims to make cities and human settlements inclusive, safe, resilient and sustainable, as seen in the case of the Goora shrine in Madziwa, which attracts tourists and pilgrims from across the globe, promoting cultural exchange and understanding.
Furthermore, from an African perspective, the recognition of these shrines resonates with the African Union’s Agenda 2063, which emphasises the importance of cultural identity, heritage and diversity in achieving sustainable development, as exemplified by the Johane Masowe Yechishanu in Yellow City, Marondera, which showcases the cultural significance of religious diversity in the country.
Through embracing and celebrating these religious shrines, Zimbabwe can position itself as a leader in cultural tourism, promote peace, understanding and tolerance, and contribute to the achievement of these global and African development agendas, as demonstrated by the Johane Masowe Yechishanu Jerusalem shrine, which fosters cross-cultural understanding and exchange between local communities and international tourists.
In addition, the Guvambwa Shrine at Sadza Growth Point, led by Archbishop Paul Mwazha, is another exemplary model of how religious shrines can enhance cultural understanding, promote sustainable development and contribute to the achievement of the development agenda.
Support local development – Supporting local development is crucial, as it enables communities to benefit economically and socially from tourism.
Through recognising and promoting religious shrines, Zimbabwe can empower local communities to take ownership of their cultural heritage and develop sustainable tourism initiatives.
This approach aligns with the United Nations’ Sustainable Development Goals (SDGs), particularly SDG 8, which aims to promote inclusive and sustainable economic growth.
From an African perspective, supporting local development through religious tourism also resonates with the African Union’s Agenda 2063, which emphasises the importance of community-led development and cultural preservation.
Showcase religious diversity – Showcasing religious diversity is vital in promoting cross-cultural understanding and tolerance.
Zimbabwe’s religious shrines are a testament to the country’s rich cultural heritage and religious diversity, which can be leveraged to attract tourists seeking authentic experiences.
By celebrating religious diversity, Zimbabwe can position itself as a leader in cultural tourism, promoting peace, understanding and tolerance.
This approach aligns with SDG 16, which aims to promote peaceful and inclusive societies.
From an African perspective, showcasing religious diversity also resonates with the African Union’s Agenda 2063, which emphasises the importance of cultural diversity and exchange.
Attract tourists seeking authentic experiences – Attracting tourists seeking authentic experiences is a significant opportunity for Zimbabwe’s tourism industry.
Religious shrines offer a unique and immersive experience for tourists, allowing them to connect with local communities and experience their cultural and spiritual practices.
Through recognising and promoting these shrines, Zimbabwe can tap into the growing demand for cultural and religious tourism, which is estimated to account for 30 percent of global tourism.
From an African perspective, attracting tourists seeking authentic experiences also resonates with the African Union’s Agenda 2063, which emphasises the importance of cultural tourism in promoting economic development and cultural exchange.
It is through leveraging its religious diversity and cultural heritage that Zimbabwe can become a leading destination for cultural and religious tourism in Africa.
The recognition and inclusion of religious shrines in tourism branding presents a profound opportunity for Zimbabwe to promote cultural understanding.
However, this endeavour requires a collaborative approach that respectfully engages with religious leaders and communities, ensuring that sustainable tourism initiatives prioritise the sacred nature of these sites.
Through doing so, Zimbabwe can position itself as a leader in cultural tourism, promote peace, understanding and tolerance.
As the world increasingly seeks authentic and meaningful travel experiences, Zimbabwe’s religious shrines stand ready to welcome tourists and pilgrims alike, offering a transformative experience that transcends borders and cultures.
*Charles Mavhunga has co-authored books in business enterprising skills. He is currently studying for a PhD in Management at Bindura University of Science Education. He can be contacted at [email protected] or Cell: 0772989816
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