Zimbabwe’s tourism minister has called on African countries to pool their natural wonders, wildlife and cultural heritage and promote cross-border travel together, as leaders gather in Harare for a major regional summit.
Barbara Rwodzi, Minister of Tourism and Hospitality Industry, made the appeal at the COMESA Tourism and Cultural Night, held at Heritage Village in Harare.
The event was part of the ongoing 25th COMESA Heads of State and Government Summit, which will conclude on 22 October 2026. COMESA is the Common Market for Eastern and Southern Africa, a regional trade bloc.
The summit’s theme is “One Market, One Future: Advancing Inclusive Industrialisation, Investment and Regional Integration in COMESA”.
‘One Africa, One Love’
Minister Rwodzi urged member states to “jointly market Africa” and described tourism as a “natural export” that can create economic opportunities.
Invoking Zimbabwe’s foreign policy outlook of being “a friend to all and an enemy to none”, she rallied African nations around the message of “One Africa, One Love”.
She pointed to the Kavango-Zambezi Transfrontier Conservation Area, known as KAZA, as a model for regional cooperation. The conservation area links Zimbabwe, Zambia, Botswana, Namibia and Angola.
Calls for stronger links
COMESA Secretary-General Chileshe Mpundu Kapwepwe called for stronger tourism links between destinations, businesses and markets.
Foreign Affairs and International Trade Minister Prof Amon Murwira, who was guest of honour, said cultural connections were the foundations of tourism, trade and investment.
Delegates also sampled Zimbabwe’s cuisine and the continent’s cultural diversity. Organisers said the focus on food showed how gastronomy tourism and the business events sector, known as MICE (meetings, incentives, conferences and exhibitions), can enrich the experience of a destination.
Tourism figures
Zimbabwe recorded about 1.78 million tourist arrivals in 2025, according to figures cited at the event. Tourism receipts for the year stood at about US$1.3bn (£1bn). Both measures grew by around 10%.
Domestic tourism also rose sharply. Trips by Zimbabweans within the country increased by 27% to 6.4 million in the first half of 2026.
Officials said the figures showed tourism’s ability to drive economic growth and create jobs. They argued the case for joint destination marketing, more investment and easier movement across borders.
Zimbabwe is promoting itself under the slogan “A World of Wonders” as it seeks to position the country within a more connected African tourism economy.
Why it matters
Zimbabwe is home to Victoria Falls, one of the world’s best-known natural attractions, and shares wildlife and landscapes with its neighbours.
Tourism officials say that making it easier for visitors to travel between countries could help the whole region compete for international visitors.