Antony Chawagarira
HARARE – Zimbabwe is increasingly turning football into a powerful tourism and economic tool, with Government officials and football authorities saying international tournaments are helping reposition the country on the global stage.
The growing momentum comes as Harare hosts the Council of Southern Africa Football Associations (COSAFA) Congress, which has brought together football administrators, delegates and stakeholders from across the region.Tourism and Hospitality Industry Minister Barbara Rwodzi said football is now playing a major role in marketing Zimbabwe as a welcoming tourism and investment destination.
Speaking at a reception for COSAFA delegates in Harare, Rwodzi said sporting events provide an opportunity for international visitors to experience Zimbabwe’s culture, hospitality and tourism attractions firsthand.“Sport is one of the strongest tools for bringing nations together. Every football event hosted in Zimbabwe gives visitors a chance to interact with our people, enjoy our culture and appreciate the beauty of our country,” she said.
Zimbabwe has in recent months hosted several continental and regional football tournaments under the Zimbabwe Football Association, including the CAF African Schools Football Championship Continental Finals, the COSAFA Under-17 Boys Championship and the GIFT Cup.
Authorities say the tournaments have generated significant business for hotels, restaurants, transport operators and informal traders, particularly in Harare and Bulawayo.
Hospitality Association of Zimbabwe spokesperson Fungai Mataruse said sports tourism was beginning to create real economic opportunities for the hospitality sector.
“We have seen improved hotel occupancy during football tournaments. Delegates and supporters also visit tourist sites and spend money in local businesses, which benefits the wider economy,” he said.
Transport operators have also welcomed the influx of visitors associated with football events.“This is good for business because visitors use taxis, buy food and shop locally. When Zimbabwe hosts big tournaments, everyone benefits,” said Harare commuter operator Moses Dube.ZIFA President Nqobile Magwizi said football must now be viewed beyond sport and used as a catalyst for national development.
“As football leaders, we believe the game should contribute to economic growth, tourism promotion and international engagement. Every successful event improves Zimbabwe’s image and builds confidence in our country,” he said.
Football lovers believe Zimbabwe’s ability to successfully host regional tournaments is gradually strengthening the country’s reputation within African football structures.
Sports analyst Leonard Chari said the country stands to gain more if investment in stadiums, roads and tourism facilities continues.
“Globally, sport tourism is a billion-dollar industry. Zimbabwe has an opportunity to position itself as a regional sporting hub if infrastructure development is prioritised,” he said.
The Government is hoping the successful hosting of football events will complement broader efforts to revive the tourism sector and attract foreign investment.
With more regional competitions expected later this year, football is increasingly being viewed as one of Zimbabwe’s most effective ambassadors beyond the pitch.
