THE Bulawayo City Council has launched the Tourism and Hospitality Testimonial initiative to attract investment by documenting and showcasing success stories from local entrepreneurs who have thrived despite economic headwinds.
The initiative, part of the city’s broader investment promotion and destination marketing strategy, comes at a time when tourism is increasingly becoming a cornerstone of Bulawayo’s economic revival and urban transformation.
Town Clerk Mr Christopher Dube said the programme was designed to amplify real-life investment experiences from operators in the hospitality sector, offering credible insights to prospective investors.
“The initiative sought to document and showcase successful entrepreneurs operating in Bulawayo’s tourism and hospitality sector despite prevailing economic challenges.
“The programme formed part of the city’s broader investment promotion strategy aimed at improving the visibility of Bulawayo as a viable destination for tourism investment and business development. “Through the initiative, the city has engaged with selected hospitality operators in order to capture their experiences regarding ease of doing business, investment levels, and growth opportunities within the city,” he said.
Tourism remains a strategic pillar for Bulawayo, underpinning economic diversification, job creation and the growth of small-to-medium enterprises across the value chain.
From accommodation facilities and restaurants to transport services, cultural experiences and craft markets, the sector sustains thousands of livelihoods while stimulating demand in allied industries.
As Zimbabwe’s second-largest city and a gateway to key attractions such as Matobo National Park, Khami Ruins and the wider Matabeleland region, Bulawayo is uniquely positioned to leverage heritage, culture and leisure tourism to drive sustainable growth.Zimbabwe business news
The sector also plays a crucial role in enhancing the city’s global visibility, attracting both domestic and international visitors and unlocking foreign currency inflows.
The local authority observed that, notwithstanding the prevailing macro-economic challenges, several entrepreneurs in Bulawayo have continued to invest, expand and innovate within the sector, a development the initiative seeks to celebrate and leverage.
“In recognition of this resilience, the City of Bulawayo initiated a testimonial project aimed at documenting success stories from hospitality operators. The objective was to highlight positive investment experiences, promote ease of doing business in the city and inspire potential investors to consider Bulawayo as a destination for tourism and hospitality investment.
“The testimonial initiative also supported the city’s broader efforts to strengthen investment promotion and destination marketing,” said Mr Dube.
The first phase of the programme focused on identifying suitable participants — established hospitality operators who have demonstrated resilience and sustained growth while contributing to accommodation services and tourism development in the city.
Selected participants received formal invitations outlining the objectives of the initiative and the role their experiences would play in shaping Bulawayo’s investment narrative.
Following acceptance, interview sessions were scheduled at mutually convenient times, allowing for in-depth engagements and comprehensive documentation of investor experiences.
To ensure quality and consistency, participants were provided with a structured questionnaire ahead of the interviews.
“The questions focused on issues such as investment motivation, ease of doing business, regulatory experiences, success factors, and opportunities within the tourism and hospitality sector.
“This preparation ensured that interviewees were adequately informed and able to provide detailed responses regarding their investment experiences in Bulawayo,” Mr Dube said.
The interviews, which have since been successfully conducted, captured rich insights into how entrepreneurs have navigated the operating environment, the capital requirements involved in establishing hospitality ventures and the untapped opportunities within Bulawayo’s tourism value chain.
“The discussions captured valuable insights on how entrepreneurs had navigated the business environment, the investment requirements involved in establishing hospitality facilities, and the opportunities available within the city’s tourism sector,” he said.
Mr Dube added that significant progress had already been made in executing the initiative, with outcomes expected to strengthen the city’s marketing thrust across multiple platforms.
“Significant progress has been made in identifying participating businesses, conducting interviews and producing promotional content.
“The collected testimonials would contribute to strengthening the city’s marketing efforts through digital platforms and media publications,” he said.
He said the testimonials would serve as a powerful endorsement of Bulawayo’s investment climate, providing authentic, experience-based narratives that resonate with both local and international investors.
“The Tourism and Hospitality Testimonial Initiative had made notable progress in documenting the experiences of successful entrepreneurs operating in Bulawayo.
“The initiative had successfully identified participants, conducted interviews, and produced promotional content that highlighted investment opportunities within the city.
“The testimonials would continue to serve as an important marketing tool in promoting Bulawayo as a business-friendly and resilient tourism destination.”-herald
