By Sharon Chimenya
MASVINGO — Zimbabwe is positioning itself as a must-visit destination, with tourism investment rising by 229 percent to over US$100 million in the first quarter of this year, President Emmerson Mnangagwa has said.
Speaking at the official opening of the Sanganai/Hlanganani/Dzimbabwe World Tourism Expo, President Mnangagwa said the tourism sector is demonstrating sustained growth, diversity, and resilience, attributable to the National Development Strategy 2 (NDS2) and Vision 2030.
Tourism investment in the first quarter this year rose to US$132.3 million compared to US$40.2 million in the same period last year.
“Despite various global challenges, Zimbabwe is consolidating its position as one of the top must-visit tourist destinations. Investor confidence remains high, as reflected by tourism investment, which rose by 229 percent to US$132.3 million in the first half of 2026 compared to US$40.2 million in the same period in 2025,” he said.
President Mnangagwa commended the people of Zimbabwe for the increase in domestic tourism and encouraged the Ministry of Tourism and Hospitality Industry to scale up support for domestic tourism programmes.
“Likewise, Zimbabweans are commended for increasing domestic tourism from 5 million visitors in the first half of 2025 to 6.4 million during the same period this year. It is commendable that growth in the tourism sector has had trickle-down effects in the creative and cultural industries, which contributed 8.8 percent to GDP.”
“I challenge the Tourism and Hospitality Industry, along with other stakeholders, to scale up support for programmes such as the Nhaka Yedu/Ilifa Lethu Domestic Tourism Campaign. I invite our people at home and in the diaspora to increase local travel and experience the vast beauty of our own country.”
He said international recognition from platforms such as Forbes Magazine and the Chinese Tourist Welcome Awards affirms the country’s appeal as a premier destination.
To date, Zimbabwe has received accolades from leading global platforms, including Forbes Magazine (2025) and Condé Nast Magazine (2026). Recently, the sector was conferred the Gold Award at the 2026 Chinese Tourist Welcome Awards for excellence in destination marketing.
“Such recognition affirms the growing international appeal of Zimbabwe as a premier tourist destination,” he said.
Meanwhile, the President urged the Ministry of Tourism to embrace innovation as it has the potential to redesign the sector and positively impact tourist experiences.
He said more needs to be done by various government divisions to manage visitor flows, forecast demand, reduce overcrowding, and support environmental monitoring to make tourism safer and more convenient.
“The deployment of Artificial Intelligence and digital technologies has immense potential to redesign tourism beyond policy, governance, or operational efficiency, enabling smarter destination management. It can positively impact tourist experiences, while also promoting sustainable, inclusive, and efficient travel,” he said.
“As we look into a future driven by Artificial Intelligence and digital technologies, I challenge the Zimbabwe tourism industry to embrace innovation to increase the visibility of destination Zimbabwe.”
He, however, cautioned against digital tools replacing human effort, emphasising that they should complement human roles.
“In all tech-driven endeavours, the use of Artificial Intelligence and digital platforms should take into account the human element and our unique Zimbabwean as well as African culture. Digital tools should complement human roles rather than replace them. So far, I am pleased that all sectors of the economy continue to benefit from ongoing innovation-led development as well as stable and predictable policy frameworks. This ecosystem has remained the DNA of the Zanu-PF-led Government.”
The Minister of Tourism and Hospitality Industry, Barbara Rwodzi, said Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism is the biggest contributor to the economy.
MICE tourism refers to events focused on business purposes, such as the ongoing event for which Rwodzi said all accommodations in the city are fully booked.
“We have held several events leading up to this day to remind the world, Zimbabwe, and the people of Masvingo of the importance of the tourism sector as an economic generator for our country. Yesterday (Monday), we had a MICE Masterclass. MICE tourism is the largest generator of our income in tourism, as people gather in large numbers, requiring food, drinks, and accommodation. As we speak, accommodation in Masvingo is sold out. Your Excellency, that is our objective as the Ministry of Tourism: restaurants are busy, bars are busy, and people are enjoying themselves, which is our goal,” she said.
Minister Rwodzi said that through the decentralisation of Sanganai, they have seen an increase in international visitors to the Eastern Highlands, as many people think of Victoria Falls when they think of Zimbabwe.
“In your vision of an upper-middle-income society by 2030, no one and no place must be left behind. We took Sanganai to the Eastern Highlands last year, and we have seen a number of international visitors to the Eastern Highlands in the past year, particularly from India,” she said.
“We had Indian buyers who came here, and when we introduced them, along with others from different countries, to the Eastern Highlands, it challenged the common perception that Zimbabwe is only about Victoria Falls. This development is now telling the world that we also have the Eastern Highlands, Great Zimbabwe, Kariba, Mashonaland East, Mashonaland Central, and other provinces endowed with tourism products.”
