Tourism and Hospitality Industry Minister Barbara Rwodzi has said Zimbabweans living in the Diaspora remain one of the biggest contributors to the country’s tourism economy, underscoring the need for quality customer care at all ports of entry.
The Minister made the remarks during the Meet and Greet Initiative at Beitbridge Border Post, which she said had transformed the busy crossing point into a symbol of warm Zimbabwean hospitality during the peak holiday travel period.
“Beitbridge Border Post became a gateway of warm Zimbabwean hospitality as the Minister of Tourism and Hospitality Industry Hon Barbara Rwodzi led the Meet and Greet Initiative, reinforcing Government’s drive towards a seamless, flexible and efficient Tourism experience for Domestic, Regional and International Tourists,” the ministry said in a statement on Sunday.
“Acknowledging Diasporians as one of the biggest contributors to the Tourism economy, the Minister highlighted the importance of quality Customer Care at ports of entry, stressing that everyone entering Zimbabwe is a Tourist whose first encounter influences their travel experience, spending patterns and overall stay.
“The initiative prioritises reduced waiting times, improved service delivery and ensuring a welcoming reception during the peak holiday travel period.”
Minister Rwodzi emphasised that first impressions at border posts play a critical role in shaping perceptions of the country, with a positive experience encouraging longer stays and increased spending across the tourism value chain.
She said the Ministry was adopting a Whole-of-Government Approach to ensure efficiency and professionalism at ports of entry.
“Through the Whole-of-Government Approach, the Ministry continues to work closely with the Ministry of Home Affairs and Cultural Heritage through Immigration and the Ministry of Finance and Economic Development through ZIMRA, to strengthen border management,” she said.
The Minister also commended President Mnangagwa for championing reforms aimed at improving service delivery and ease of travel.
“The Minister commended the leadership of His Excellency the President of the Republic of Zimbabwe, Cde Dr E.D. Mnangagwa, for the introduction of the Online Border Management system through the Ministry of Home Affairs and Cultural Heritage, which is a key innovation enhancing efficiency, transparency and smooth traveller processing.”
Minister Rwodzi encouraged both local and international travellers, including Zimbabweans in the Diaspora, to visit the country, which has been recognised globally for its tourism appeal.
“She encouraged all the Tourists and the Diaspora to visit Zimbabwe the Forbes’ World’s Number One Must-Visit Destination for 2025, reaffirming the country’s warm hospitality under the banner ‘Zimbabwe: A Friend to All and an Enemy to None.’”
The Meet and Greet Initiative forms part of Government’s broader efforts to position tourism as a key pillar of economic growth, while strengthening Zimbabwe’s image as a welcoming and competitive destination.
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