Zimbabwe has made a strong and carefully calculated appearance at the 46th edition of FITUR 2026 in Madrid, one of the world’s most influential international tourism fairs, as it seeks to position itself as a competitive global tourism destination.
Led by the Minister of Tourism and Hospitality Industry, Hon Barbara Rwodzi, the Zimbabwean delegation is using the high-profile platform to engage international buyers, investors and policymakers.
The delegation includes eight tourism operators drawn from key sectors of the industry, reflecting a coordinated national push to grow arrivals, investment and partnerships.
FITUR, held annually in the Spanish capital, brings together more than 150 countries and thousands of tourism professionals, making it a critical marketplace for destinations seeking visibility in Europe and beyond.
For Zimbabwe, the fair offers access to one of the world’s most lucrative outbound tourism markets at a time when global travel is rebounding, and competition for visitors is intensifying.
High-level diplomacy at UN Tourism forum
A major highlight of Zimbabwe’s participation was Minister Rwodzi’s attendance at the UN Tourism “New Vision” High-Level Event.
She was invited by Spain’s Minister of Industry and Tourism, Hon Jordi Hereu, underlining the growing diplomatic and economic links between Zimbabwe and key European tourism partners.
The forum was further elevated by the presence of the newly appointed UN Tourism Secretary-General, Ms Shaikha Al Nowais.
In her address, Ms Al Nowais outlined five strategic objectives expected to shape the future of global tourism: Responsible Tourism, Capacity Building, Technology for Good, Innovative Financing and Smart Governance.
Zimbabwe’s engagement at this level signals its intention to align national tourism policy with global best practice.
Officials say the country is keen to ensure that tourism growth delivers economic benefits while protecting communities, culture and the environment.
Positioning Zimbabwe in a changing global market
Zimbabwe’s presence at FITUR comes as the country seeks to diversify its source markets and move beyond traditional regional tourism.
Europe remains a key target, particularly for high-value cultural, wildlife and adventure travel.
Tourism operators at the fair are promoting Zimbabwe’s flagship attractions, including Victoria Falls, Hwange National Park and the country’s growing cultural and heritage tourism offerings.
There is also a strong focus on meetings, incentives, conferences, and exhibitions (MICE) tourism, an area government believes has significant growth potential.
Minister Rwodzi has repeatedly stressed the importance of innovation and partnerships in rebuilding the tourism sector after years of global disruption.
FITUR provides a platform to showcase new products, digital marketing strategies and investment opportunities aligned with sustainability goals.
A signal of intent
Zimbabwe’s active participation at FITUR 2026 sends a clear message: the country is open for tourism, investment and collaboration.
By engaging both the commercial marketplace and high-level policy discussions, Zimbabwe is seeking not just visitors but long-term partnerships that support inclusive growth.
As global tourism increasingly prioritises sustainability, technology and good governance, officials believe Zimbabwe’s alignment with these themes will strengthen its competitiveness on the world stage.
For now, Madrid offers the country a global spotlight and an opportunity to reshape how Zimbabwe is seen by the international travel market.
