A new Zimbabwe tourism strategy aims to broaden the country’s appeal beyond wildlife and Victoria Falls by placing its history, culture and heritage at the forefront.
President Emmerson Mnangagwa officially opened the 19th edition of the Sanganai/Hlanganani Dzimbahwe World Tourism Expo in Masvingo, where tourism businesses, investors, cultural practitioners and government officials gathered around the theme of digital transformation and artificial intelligence.
The decision to use “Dzimbahwe” in the Expo’s name reflects the growing emphasis on Great Zimbabwe as a defining part of the country’s tourism identity.
Speaking at the ceremony, the President described Great Zimbabwe as evidence of the ingenuity and organisational sophistication of Zimbabwe’s forefathers.
He said its heritage should not only be preserved but translated into contemporary tourism experiences that can attract visitors and create economic opportunities.
“Destination Zimbabwe” has traditionally been associated with its tourist resorts and natural attractions. The Government now wants the tourism offer to more deliberately incorporate the country’s history, indigenous knowledge, music, food, arts and culture.
Tourism investment rises sharply
The push comes as Zimbabwe’s tourism sector records stronger investment and domestic travel.
Tourism investment rose by 229% to US$132.3m in the first half of 2026, up from US$40.2m in the same period in 2025.
Domestic tourism also increased, with the number of local tourists rising from 5 million to 6.4 million.
President Mnangagwa called for greater support for the Nhaka Yedu/Ilifa Lethu domestic tourism campaign, which encourages Zimbabweans and people in the diaspora to explore the country.
The campaign is intended to strengthen domestic demand while ensuring that tourism benefits communities beyond the major international destinations.
Tourism is also closely linked to Zimbabwe’s creative economy. The country’s Creative Cultural Industries contributed 8.8% to GDP, highlighting the potential for music, film, fashion, food, festivals and the arts to become a larger part of the visitor experience.
AI and technology to reshape tourism
The Sanganai/Hlanganani Dzimbahwe World Tourism Expo has also placed technology at the centre of discussions about the future of tourism.
Under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”, Zimbabwe is looking at how emerging technologies can improve the way visitors discover and experience the country.
Artificial intelligence and digital tools could help promote destinations, forecast visitor demand, manage tourist flows and reduce overcrowding at popular attractions. They could also support environmental monitoring and improve the collection and use of tourism data.
But President Mnangagwa cautioned against allowing technology to replace the human qualities that distinguish Zimbabwean and African tourism.
The challenge, he said, is to use innovation while retaining the cultural values and personal hospitality that remain central to the destination.
Sanganai/Hlanganani takes tourism across Zimbabwe
The decision to rotate the tourism Expo among provinces is part of the Government’s wider devolution and decentralisation programme.
The aim is to spread tourism investment, infrastructure, employment and business opportunities beyond traditional tourism centres.
In Masvingo, the transformation of the Gymkhana Events and Conference Centre into a modern tourism, business, events and conferencing facility was highlighted as an example of different parts of government working towards shared economic objectives.
For the province, however, the strategy goes beyond upgrading individual attractions.
President Mnangagwa called for a connected tourism economy built around Great Zimbabwe, Lake Mutirikwi, Tugwi-Mukosi, Manyuchi Dam and Gonarezhou National Park.
These attractions could form part of a wider tourism corridor incorporating the Kamungoma liberation heritage site, Save Valley conservancies and the Budula Festival – Great Limpopo Cultural Trade Fair in Chikombedzi.
Such a network would encourage visitors to stay longer and explore several destinations rather than treating attractions as isolated stops.
Masvingo looks beyond Great Zimbabwe
Great Zimbabwe remains the province’s most recognisable tourism asset, but the Government sees scope to develop a broader range of experiences around it.
The combination of archaeological heritage, wildlife, water-based tourism, conservation areas and cultural events could give Masvingo a more diverse tourism economy.
Local authorities have been urged to support this development by making it easier for investors and operators to establish new tourism products.
The President also called for stronger people-to-people links, trade and regional integration, particularly in communities close to Zimbabwe’s borders.
Zimbabwe seeks to build on international recognition
The Government says the country’s growing international profile provides an opportunity to attract more visitors and investment.
Zimbabwe was recognised by Forbes Magazine in 2025 and received further recognition from Condé Nast in 2026. It also received a Gold Award at the 2026 Chinese Tourist Welcome Awards for destination marketing.
The President said such recognition should be converted into tangible growth rather than treated as an end in itself.
The tourism industry, he said, should use Sanganai/Hlanganani Dzimbahwe as a platform for developing new products, attracting investment and creating experiences suited to changing visitor expectations.
Building a more sustainable tourism industry
The Government is also calling for tourism development that can withstand environmental and economic pressures.
Future projects are expected to incorporate climate-smart infrastructure, biodiversity and wildlife conservation, as well as sustainable approaches to water and energy use.
The President said Government would continue working to remove barriers to new tourism products, simplify travel procedures and pursue an open-skies strategy to improve connectivity.
The broader objective is to make tourism a stronger contributor to the National Development Strategy 2 and Vision 2030.
For Zimbabwe, the challenge now is to turn the momentum around Sanganai/Hlanganani Dzimbahwe into investment, infrastructure, new tourism products and jobs.
At Great Zimbabwe, the country is looking to its past to shape a more diverse tourism economy for the future.