Top athlete demanded US$3m to market Zimbabwe

A high-profile Zimbabwean sportsperson based abroad demanded US$3 million annually to promote the country as a tourism destination, Tourism and Hospitality Industry Minister Barbara Rwodzi has revealed.

Speaking during an interview with Linda Mhuriro on Star FM on Monday, Minister Rwodzi said the request was made when her ministry approached the athlete to help market Zimbabwe internationally.

"Yes, it's very true, we want to have our local influencers to be marketing our destination Zimbabwe. However, we have approached many of them but the prices that end up being asked, hatisati takukwanisa kumabhadhara. I'll give you an example of one influencer that we thought would do wonders for us wherever he was — he's into sport — and he asked us for US$3 million a year," she said.

Rwodzi explained that such demands were beyond the ministry's budget, forcing them to prioritise partnerships with local influencers who charge more flexible rates.

"We have been working with local influencers who agree to reasonable terms, but we are not saying this is the end. When we have the money, we will engage those who are on the international scene. They are exporting their talent, and others can afford them, and when we reach those levels, we will definitely engage them," she added.

Globally, influencer marketing costs vary widely depending on factors such as follower count, engagement rates, platform choice and exclusivity. International stars often command fees running into millions of dollars for long-term campaigns.

In Zimbabwe, personalities such as Comic Elder, Madam Boss, Mai TT, The Musekaz and King Solomon Zim have built strong social media audiences and are already working with brands to reach local consumers.

Minister Rwodzi said the government's strategy is to maximise local partnerships while keeping the door open for big-name international collaborations when resources permit.