Zimbabwe impresses at Cape Town Leisure Tourism Roadshow
Zimbabwe has made a bold statement in its drive to position itself as a leading tourism destination in Southern Africa, following a high-impact showing at the Cape Town Leisure Tourism Roadshow hosted by Travel Marketing South Africa (TME-SA).
Held in one of the continent’s key tourism hubs, the roadshow attracted more than 120 influential leisure tourism buyers from the Western Cape and 25 exhibitors offering a broad spectrum of travel services.
Zimbabwe’s delegation used the opportunity to reinforce the country’s image as a safe, diverse, and multifaceted destination rich in culture, nature, and heritage.
Tourism officials and operators showcased Zimbabwe’s unique travel experiences, which range from wildlife adventures in Hwange National Park and the natural wonders of Victoria Falls to historical landmarks in Bulawayo and vibrant cultural experiences in cities like Gweru and Beitbridge.
One of the highlights of the event was the announcement by African Travel Concept (ATC), a major Cape Town-based Destination Management Company (DMC), that it is running weekly group tours featuring Zimbabwe as part of a tri-country itinerary.
These tours, which include South Africa and Botswana, will continue until December 2025.
Zimbabwe’s featured destinations—Beitbridge, Gweru, Bulawayo, Hwange and Victoria Falls—form a central component of the circuit, offering tourists a diverse mix of experiences from urban culture to safari excursions and natural wonders.
Buyers at the roadshow expressed strong appreciation for Zimbabwe’s presence, calling it an essential step in elevating the country’s profile among Western Cape travellers and the broader South African market.
Many encouraged continued participation in such platforms to ensure visibility and build momentum in competitive travel markets.
Zimbabwe’s strategy, aligned with the Ministry of Tourism and Hospitality Industry’s Vision 2030, places strong emphasis on regional collaboration, public-private partnerships, and targeted engagement with the travel trade.
By participating in curated industry events such as the Cape Town Leisure Tourism Roadshow, the country aims to unlock new market segments and create robust linkages with tour operators, travel agents, and destination management companies.
The Zimbabwe Tourism Authority (ZTA), which has been actively driving the nation’s tourism agenda across the continent, views events like this as critical to repositioning Zimbabwe as more than just a safari destination.
“We’re not only selling Victoria Falls,” a ZTA representative remarked, “we’re showcasing our cultural festivals, heritage trails, city tours, and unique culinary offerings that set us apart.”
Zimbabwe’s tourism sector has seen a steady recovery post-pandemic, with increased air connectivity, improved infrastructure, and policy reforms designed to boost ease of travel.
Key initiatives include the e-visa platform expansion, renewed partnerships with airlines, and tourism development zones aimed at encouraging investment and innovation.
With momentum building ahead of global events like the Sanganai/Hlanganani World Tourism Expo and increasing interest from regional and international markets, Zimbabwe’s sustained presence at top-tier roadshows is set to play a vital role in achieving its tourism growth targets.
As the country continues to reintroduce itself to the world, its blend of natural beauty, warm hospitality, and strategic location in the heart of Southern Africa make it a compelling destination for both adventure seekers and leisure travellers alike.