Tourism all about creating memories… High prospects for Zimbabwe tourism sector in 2025

Judith Phiri Features Reporter

THE holidays are a time for family, friends, celebration and reflection. They can also be a time to recharge, create memories and enjoy traditions.

Coming back to Zimbabwe after five years in the diaspora (Canada), Ms Thembelihle Ndlovu (38) who is a nurse by profession, could not wait to spend some quality time with her family that lives in Nkulumane 12 suburb in Bulawayo.

Knowing very well that she only had three weeks to spare before she went back to what she calls her new ordinary life without her loved ones, her aim was to create as much memories as she could while with them.

“Coming from an underprivileged family, growing up, we did not go for holidays. The only place we would go to when schools were closed was ekhaya (rural areas) in Tsholotsho.

“But now, I work and so do my two other siblings, who when I left for Canada were still at university and my parents were struggling to pay their fees,” she narrated.

Ms Ndlovu said one way she was sure to spend some quality time with her family and spread the festive cheer, was to do something she and her siblings had always wished for when growing up — going for a vacation.
In her late 30s, she said it was embarrassing that she had never visited one of the Seven Natural Wonders of the World, Victoria Falls.

“When I was in Form Four, there was a trip to Victoria Falls, but I did not go because my parents could not afford to pay for the trip. Even for trips close by to areas such as Chipangali Wildlife Orphanage and the renowned Matopos National Park, it was a far-fetched dream for me and my siblings,” she said.

“But as people who are now working, our goal was to rewrite our family history and do what we have always wished to do, while also spoiling our parents who are not getting any younger.”

Ms Ndlovu and her family visited the Matopos National Park and spent two nights at a lodge in the area. The family then travelled to Hwange National Park and spent two nights in the coal mining town.

After Hwange, their next stop was Victoria Falls, where they spent five days in the resort city and took part in various activities including visiting the falls, taking a boat cruise and going on a safari.

To bring to a triumphant conclusion their festive season vacation, once back in Bulawayo, the family travelled to Masvingo where one of the country’s marvels, the Great Zimbabwe Monuments, a significant archaeological site is found. The family spent three nights in the ancient city as they capped off their vacation.

“We were amazed by the beauty we saw in our country. Most times, when people think about going for a vacation, they are always planning to go outside the country. However, people should give themselves time to also explore our own country. We should support domestic tourism, especially people based in the diaspora,” said Ms Ndlovu.

Zimbabwe’s tourism industry is on a growth trajectory with the sector, a key economic driver, contributing 12 percent to the Gross Domestic Product (GDP), having outperformed agriculture and mining in 2024.

In terms of investments, the sector also has huge potential for exponential growth as investors can tap into the broad spectrum of opportunities across its sub-sectors.

Zimbabwe surpassed the US$5 billion revenue target for the sector earlier in 2024, which it expected to reach by the end of this year (2025), as it remains one of the most popular tourism destinations globally.

In a previous interview, Tourism Business Council of Zimbabwe (TBCZ) vice-president, Mr Farai Chimba, said investments in the tourism sector across the country are estimated to be just over US$152 million in 2023 showing viability as a contributor to the GDP.

“Investments showcase preparations that are being done to improve offerings and these investments are key to providing our clientele with the latest and quality products so we create value,” said Mr Chimba.

He said with choice, growing investment in physical, marketing and human capital will be among the top priorities going forward.

Mr Chimba said given the increasing demand of domestic travel, packages were crucial. He called on hospitality and tourism sector players to create affordable, memorable experiences for their clients.

“Domestic tourism plays a huge role in any country and tourism players’ value the festive season. Influx of domestic travellers coupled with diaspora returnees and exciting festive packages were critical during the festive season,” he said.
Hospitality Association of Zimbabwe (HAZ) president, Mr Brian Nyakutombwa who is also the general manager for Montclair Hotel and Casino, said the festive season was a time to make brisk business.

He said the majority of travellers were Zimbabweans based locally and those from the diaspora, while in that traffic mix, there was a component of foreign international tourists.

He said this year, operators should step up their preparations and be ready to serve exquisite menus, provide entertainment and leisure activities while also ensuring that the essential facilities like power backup, internet, water, health and safety are in place for customers to enjoy their holidays.

One of the key milestones for the tourism industry in 2024 was hosting the inaugural United Nations Tourism Regional Forum on Gastronomy Tourism for Africa in Victoria Falls, in July.

The event paved the way for Zimbabwe to host the UN Tourism Gastronomy School, which will be built in Victoria Falls, further solidifying the country’s status as a global tourism destination.

Minister of Tourism and Hospitality Industry, Barbara Rwodzi is on record saying the sector’s success is attributed to President Mnangagwa’s engagement and re-engagement policy, as well as the “Zimbabwe is Open for Business” approach.
She has said these initiatives have attracted global personalities and celebrities, particularly to Victoria Falls, for both leisure and business.

The Minister has also highlighted that her ministry was committed to marketing destination Zimbabwe through all available channels, while the Zimbabwe Tourism Authority (ZTA) will intensify efforts to attract more visitors in 2025.

President Mnangagwa in August 2020 launched the National Tourism Recovery and Growth Strategy as he led the re-start of the sector’s contribution to the national economy after having been heavily crippled by the outbreak of the Covid-19 pandemic.

The tourism growth plan was anchored on Zimbabwe’s vision to be a prime international tourist destination based on the judicious and sustainable exploitation of the unique assets of nature, culture, heritage and the built environment as espoused in National Development Strategy 1 (NDS1).

The strategy is informed by the Government’s Vision 2030 to become an upper middle income economy characterised by increased investment, decent jobs and a populace free from poverty, hunger and corruption.

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