Michael Tome
Business Reporter
Improved destination connectivity and enhanced marketing are expected to significantly boost the performance of the tourism sector in 2025, Tourism and Hospitality Secretary Dr Takaruza Munyanyiwa said.
In an interview, Dr Munyanyiwa said Zimbabwe was poised to significantly benefit from increased air connectivity as entry of new airlines, coupled with a surge in air travel, was expected to bolster the tourism sector.
The upgrades to the R.G. Mugabe International Airport and the Victoria Falls International Airport are anticipated to attract more international airlines, ultimately leading to a substantial increase in tourist arrivals.
Uganda Airlines recently commenced operations on the Harare-Entebbe route on September 25, 2024, joining a roster of airlines including Kenya Airways, South African Airways, Ethiopian Airlines, Qatar Airways, and Emirates.
The airlines play a vital role in connecting international tourists to Zimbabwe’s renowned tourism destinations.
Dr Munyanyiwa also said aggressive marketing initiatives to extend the average tourist stay from the about three days to six days would be pursued, allowing tourists to spend more, thereby generating increased revenue for the country. This would be in addition to developing new tourist attractions, he said.
He said Zimbabwe was also planning to participate in key global events, including the World Tourism Market and ITB Berlin in Spain, as well as events in the United States.
Last year, the country conducted strategic roadshows across several cities, including Bournemouth, Manchester, and London in the United Kingdom, as well as Cape Town and Johannesburg. The shows were aimed at educating the homecoming diaspora community and encouraging them to explore domestic tourism opportunities.
Dr Munyanyiwa said the country was focused on capitalising on the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment, a vital component of the tourism industry.
MICE tourism not only attracts high-spending visitors but also generates substantial revenue, significantly benefiting local economies.
It also stimulates investment in crucial infrastructure developments, including convention centres, hotels, and transportation systems.
“Our projected growth is premised on aggressive marketing, for both domestic and international tourists, our strategy also entails cluster and MICE approach to stimulate growth.
“We also have up to 11 tourism clusters that we have developed and these include religious, sports and agro-tourism.
Zimbabwe’s tourism is a critical pillar of the country’s economy, contributing approximately 12 percent to the Gross Domestic Product (GDP) and major source of foreign exchange. This year, it is expected to grow by 4,3 percent.
Tourism is considered a low-hanging fruit for the country in terms of foreign currency generation and employment creation and is part of key sectors that will be critical in achieving sustainable economic growth as enunciated in the National Development Strategy 1 (NDS 1).
The Government’s initiatives to bolster the tourism sector coincide with the country receiving United Nations approval to establish the International Culinary Academy in Victoria Falls. This development is poised to be a transformative game-changer for the tourism industry.
“The tourism industry generating up to US$1,2 billion a year, we really need to be supported so that we can double those figures,” said Dr Munyanyiwa.
Zimbabwe boasts a diverse range of attractions, offering visitors a unique blend of natural wonders, cultural heritage and thrilling adventures.
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