Ropafadzaishe Mushoorwa
Zimbabwe offers exciting possibilities for both travellers and investors in 2025. The tourism industry is set for major growth, driven by strategies to attract international visitors and boost the economy. The key factors behind this growth include,
1. Capitalizing on MICE tourism potential
With Zimbabwe assuming the SADC chairmanship in 2024, the nation has hosted numerous high profile meetings and conferences. This presents a golden opportunity to harness the meetings, incentives, conferences, and exhibitions (MICE) tourism market, attracting high-spending business travellers and boosting international arrivals. To fully capitalise on this potential, Zimbabwe is encouraged to:
- Develop modern, world-class conference facilities, drawing inspiration from African leaders like Cape Town, Accra, and Addis Ababa. While Harare, Victoria Falls, and Bulawayo (with the ZITF grounds) currently offer facilities, further development is crucial. The recently completed Parliament building showcases Zimbabwe’s capacity for strategic infrastructure development.
- Enhance MICE marketing and promotion strategies to attract international events.
- Foster strong public-private partnerships to drive investment and development in the MICE sector.
By prioritising MICE tourism in 2025, Zimbabwe can establish itself as a premier destination for business events
2. Expanding and developing air access
Seamless connectivity is the lifeblood of tourism. To truly unlock its potential, it is time to prioritize upgrading airport infrastructure nationwide. This will not only create smooth domestic travel experiences, opening up hidden gems within the country, but also pave the way for greater regional and international integration, aligning with the African Union’s Single African Air Transport Market (SAATM) initiative. Enhanced air access means more visitors, more opportunities, and a stronger tourism sector.
3. Showcasing gastronomy as a key tourism element
Zimbabwe’s rich culinary heritage recently took centre stage on the world arena, with the nation proudly hosting the first-ever UN Gastronomy Conference in Africa. This prestigious event not only recognised the unique flavours and culinary traditions of Zimbabwe but also presented a golden opportunity to position gastronomy as a major draw for tourists. More than just sustenance, food in Zimbabwe is intertwined with history, tradition, and community. From hearty meals like sadza and highfiridzi to flavourful snacks like maputi (roasted maize), Zimbabwean cuisine tells a story of the country and its people.
To further leverage this strength, we must:
- Continue promoting food tourism through initiatives like culinary festivals (e.g., the Farm to Market Festival), Amai Cookout campaigns, food trails, and the training of chefs.
- Elevate local cuisines and align with global trends towards responsible and sustainable tourism.
4. Embracing technology for enhanced tourism
Integrating technology is no longer a luxury but a necessity for modern tourism. For Zimbabwe, embracing technology presents a unique opportunity to leapfrog traditional tourism development models. It has the power to revolutionise service delivery, enhance visitor experience at every touch point, and create a more efficient and sustainable tourism sector. Investing in digital infrastructure, training local staff in technology use, and creating a seamless digital ecosystem are crucial steps.
Key opportunities include:
- Developing online booking platforms, implementing digital marketing strategies, creating virtual reality tours, and utilizing AI-powered customer service.
- Investing in digital infrastructure and training staff in technology use to create a seamless digital ecosystem for modern travellers.
- Improving IT and internet access to attract digital nomads, a rapidly growing segment of global travellers. Are we ready for the new tourist – the Digital Nomad?
Looking Ahead to 2025
As Zimbabwe’s tourism sector enters 2025, we are at a critical juncture. By leveraging MICE tourism, addressing air access challenges, embracing technology, and continuing to promote gastronomy, we can transform our tourism sector into a cornerstone of the economy. This is particularly important given challenges such as drought and fluctuations in mineral prices, which have historically impacted the mining and agricultural sectors. With focused efforts, strategic partnerships, and a clear vision, 2025 can usher in a new era of prosperity for Zimbabwe’s tourism industry.
- Ropafadzaishe Mushoorwa is a results-driven leader with a passion for the tourism industry and climate change.
