Zimbabwe has emerged as a prominent advocate for sustainable, culture-driven tourism development, demonstrating how nations can convert natural resources and cultural heritage into a robust tourism economy.
The country aims to create a comprehensive ecosystem that merges various activities into premium tourism offerings, with culture as the primary driver of high-quality growth.
Zimbabwe participated in the 11th Global Tourism Economy Forum (GTEF) in Harbin, Heilongjiang Province, China, where it presented on new quality productive forces in the global tourism sector.
In a statement, the Ministry of Tourism and Hospitality Industry Deputy Director for Communications and Advocacy, Ms Norah Takaindisa said the country was honored as the Guest of Honour at the high-level forum, which gathered UN tourism leaders, tourism ministers, policymakers and industry leaders from over 30 countries under the theme “New Quality Productive Forces: Powering the Global Tourism Economy.”
The Forum focused on Sustainable Tourism Growth, Innovation and Global Collaboration.
During the Forum, Zimbabwe presented on New Quality Productive Forces in the Global Tourism Sector, sharing how countries can transform Natural Resources and Cultural Heritage into a thriving Tourism Economy, developing a full ecosystem that integrates diverse activities into premium Tourism products, with Culture positioned as the primary engine of high-quality Tourism growth.
“Zimbabwe’s Heritage-Based Tourism Strategy, which emphasises leveraging on its God-given resources as a competitive edge, was highlighted as a model for Sustainable, Community-driven Tourism.
“The Forum also served as a strategic benchmarking platform, enabling Zimbabwe to share its approach, learn from global best practices and further strengthen its position as a leader in Sustainable, Culture-driven Tourism Development,” said Ms Takaindisa.
During a panel discussion, the Minister of Tourism and Hospitality Industry, Barbara Rwodzi articulated how Zimbabwe’s Heritage-Based Tourism Strategy places communities at the centre of tourism development, recognising them as custodians of the nation’s Culture, Heritage, Flora and Fauna.
“She highlighted the strategic role of Rural and Gastronomy Tourism in driving Rural Industrialisation, Job Creation and Sustainable Livelihoods through integrated Farm-to-Market value chains supplying locally produced food to Hotels, Restaurants and Airlines.
“Zimbabwe’s leadership in this area was reinforced by its milestone achievement as the first African country to host the UN Tourism Gastronomy Tourism Forum, held in honour of the Patron of Tourism, Her Excellency The First Lady of the Republic of Zimbabwe Dr Auxillia Mnangagwa, reinforcing Community participation across the Tourism value chain.”
The Minister further underscored the importance of leveraging iconic heritage assets such as Great Zimbabwe as hubs of Quality Productive Forces within the tourism sector.
“She noted that if the Government develops supporting facilities around the site leveraging its proximity to Tugwi Mukosi Dam, the second-largest dam in the country, it could serve as a model of Tourism Innovation.
“Communities could contribute by offering a wide range of Cultural experiences, including Food, Music, Dance and Artifacts, showcasing the richness of Zimbabwean Heritage.
“Sports and Religious Tourism activities can also serve as anchors for driving events and activities at Tugwi Mukosi, as well as MICE Tourism creating a vibrant ecosystem that attracts diverse Tourist segments,” said Ms Takaindisa.
This integrated approach, the Minister said, could significantly increase both domestic and international tourist arrivals to the Cultural City of Masvingo, positioning it as a flagship destination for Heritage-driven Tourism and Sustainable Community Development.
Minister Rwodzi also reaffirmed Zimbabwe’s commitment to expanding its footprint in the Chinese outbound tourism market through the development of China-ready tourism products, enhanced market representation in China and Hong Kong, and strategic partnerships.
This comes as the Forum underscored tourism’s growing role as a catalyst for inclusive development and economic transformation.
Zimbabwe’s participation at GTEF reinforced the country’s vision of transforming its abundant natural resources and rich cultural heritage into a resilient, high-quality tourism economy anchored on sustainability, community empowerment and innovation.-herald
