Lincoln Towindo
ZIMBABWE has received an estimated 1,6 million international tourists so far this year, marking one of the strongest post-Covid-19 pandemic recoveries in the region and underscoring renewed global confidence in Destination Zimbabwe.
At the peak of the pandemic in 2021, the country received approximately 375 799 tourists, a 40 percent decrease from the previous year, representing a continued decline from 2019, when the country had 2,29 million visitors before Covid-19 hit.
The United States has now become the country’s top international source market, overtaking the United Kingdom and Germany, a shift tourism authorities say reflects growing interest in Zimbabwe’s wildlife, culture, gastronomy and natural heritage.
The rise in tourist arrivals has coincided with increased global attention, including Zimbabwe being named the World’s Number One Destination to Visit in 2025 by Forbes, an influential United States-based business and lifestyle magazine.
The recognition, combined with stronger air connectivity, infrastructure upgrades and intensified marketing efforts, has pushed Zimbabwe’s tourism sector into what the authorities describe as a decisive growth phase.
In an interview, Tourism and Hospitality Industry Minister Barbara Rwodzi said the country was now preparing for a significant surge in travel during the festive season, with the Government activating a whole-of-government approach to guarantee a smooth experience for both domestic and international visitors.
“The sector contributes 3,5 percent of total national employment,” she said. “In 2024, the sector accounted for 17 percent of overall national GDP (gross domestic product) growth. Flight searches increased by 80 percent and 56 percent in Bulawayo and Harare, respectively.
“International tourist arrivals recorded to date are 1,32 million, exclusive of our diaspora community. Factoring in diasporans, international tourist arrivals are estimated at 1,603 million.”
Minister Rwodzi said domestic tourism grew by 20,9 percent, with trips rising from an estimated 8,2 million (2024) to 9,92 million (2025)
“The United States has now overtaken the United Kingdom and Germany as the country’s top source market, reflecting renewed international confidence and appreciation for Zimbabwe’s pristine wilderness areas, such as Hwange National Park, Mana Pools and conservancies,” she said.
Minister Rwodzi said ahead of the festive season, teams will be deployed to airports, border posts, restaurants, entertainment venues and other high-traffic areas to ensure visitors receive efficient service and warm hospitality throughout the holiday period.
“During the festive season, people spend most of their time with family and friends, hence our focus shifts to the Visiting Friends and Relatives (VFR) Cluster, which resonates with recreational activities,” she said.
“To ensure excellent service and efficiency, our teams will be stationed in key areas such as restaurants, fast-food outlets and musical shows — where most festive gatherings take place.
“A central part of this is the meet and greet exercise at ports of entry, which captures the essence of Zimbabwean hospitality.”
Under this initiative, Minister Rwodzi said tourism officers and hospitality teams will be strategically deployed to major entry points, including the Robert Gabriel Mugabe International Airport, the Victoria Falls International Airport, the Joshua Mqabuko Nkomo International Airport, and Beitbridge, Kazungula and Plumtree border posts.
The officers will assist travellers with information materials, facilitate queue management with immigration officials and ensure Zimbabwe’s first impression is welcoming, organised and professional.
Minister Rwodzi said the festive season preparations included beautification of urban and resort centres, enhanced road and signage updates, safety inspections of accommodation facilities and close coordination with provincial authorities to maintain consistent service standards across the country.
The Government has since launched a major push to promote domestic tourism during the holidays — the Domestic Tourism Festive Season Campaign — which was unveiled in Kariba on October 31.
The initiative is aimed at encouraging Zimbabweans to explore local attractions under the themes #NhakaYedu, #IlifaLethu, #ExperienceZimbabwe and #ZimBho.
Said Minister Rwodzi: “This initiative aims to foster a culture of travel among Zimbabweans and those in the diaspora, encouraging them to embrace the festive spirit of Zimbabwe.
“The central message will be a call to action: ‘Experience Zimbabwe this Festive Season’.
“To meet these objectives, the campaign will implement an integrated approach, combining marketing, content creation, collaboration.”
The ministry is engaging industry to come up with promotional packages for domestic tourists.
“To raise awareness and reach a wider audience, the ministry is running adverts on television and radio, complemented by targeted messaging on social media platforms,” she said.
“We are also awaiting festive season packages from the private sector, while ZimParks (Zimbabwe Parks and Wildlife Management Authority) will soon provide their own packages to the Zimbabwe Tourism Authority and we will advertise these packages on their behalf to promote exciting holiday options across the country.”
Minister Rwodzi said the sector’s overall performance continues to be strengthened by improved air connectivity, with Zimbabwe now having 22 international airlines servicing its major airports, up from only three in 2020.
Airlines such as Ethiopian Airlines, Fastjet, Eurowings Discover and Air Zimbabwe have increased flight frequencies, improving access into Harare, Victoria Falls and Bulawayo and supporting the rebound in tourist arrivals.
Flight searches for Zimbabwe have grown sharply this year, increasing by 80 percent for Bulawayo and 56 percent for Harare, indicating heightened global interest in the destination.
Cumulative investments in the sector have reached US$910 million over the last five years, covering hotel construction, conferencing facilities and major upgrades to airports and resort infrastructure.
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