Zimbabwe tourist arrivals in dramatic recovery

Zimbabwe's tourism industry has recorded one of the strongest post-pandemic recoveries in the region, attracting an estimated 1.6 million international tourists so far this year - a milestone that signals renewed global confidence in Destination Zimbabwe.

At the height of Covid-19 restrictions in 2021, tourist arrivals had plummeted to just 375 799, a 40 percent decline from the previous year. The figure marked a steep fall from 2019, when Zimbabwe welcomed 2.29 million visitors before the pandemic brought global travel to a standstill.

Now, tourism authorities say the rebound has surpassed expectations, with the United States overtaking the United Kingdom and Germany as Zimbabwe's top international source market. The shift is credited to growing interest in the country's wildlife estates, cultural heritage, gastronomy and iconic attractions such as Victoria Falls, Hwange National Park and Mana Pools.

The renewed momentum has been further boosted by Zimbabwe's listing as the World's Number One Destination to Visit in 2025 by Forbes Magazine - a recognition that has amplified global attention on the country.

Tourism and Hospitality Industry Minister Barbara Rwodzi said preparations are underway for what is expected to be a busy festive season, with Government deploying teams to ensure smooth travel, enhanced service delivery and stricter quality standards at major tourism touchpoints.

"The sector contributes 3.5 percent of total national employment," Minister Rwodzi said. "In 2024, the sector accounted for 17 percent of overall national GDP growth. Flight searches increased by 80 percent and 56 percent in Bulawayo and Harare respectively.

"International tourist arrivals recorded to date are 1.32 million excluding our diaspora community. Factoring in diasporans, international tourist arrivals are estimated at 1.603 million."

She added that domestic tourism continues to rise sharply, growing by 20.9 percent from an estimated 8.2 million trips last year to 9.92 million this year.

Minister Rwodzi said special deployment teams will operate at airports, border posts, restaurants, entertainment venues and other high-traffic areas during the festive period to ensure top-tier service and a seamless visitor experience.

"During the festive season, people spend most of their time with family and friends, hence our focus shifts to the Visiting Friends and Relatives (VFR) cluster," she said.

"As part of our preparations, we will station teams in key areas such as restaurants, fast-food outlets and musical shows. A central component is the meet-and-greet exercise at ports of entry, where officers will welcome visitors, provide information, assist with queue management and showcase Zimbabwean hospitality."

The initiative will cover major entry points including Robert Gabriel Mugabe International Airport, Victoria Falls International Airport, Joshua Mqabuko Nkomo International Airport and border posts such as Beitbridge, Kazungula and Plumtree.

The holiday readiness programme also includes beautification of cities and resorts, updates to signage, safety inspections for accommodation facilities and collaboration with local authorities to ensure consistent service standards.

Government has intensified efforts to promote domestic tourism through the Domestic Tourism Festive Season Campaign, launched in Kariba on October 31. The drive - themed #NhakaYedu, #IlifaLethu, #ExperienceZimbabwe, #ZimBho - encourages Zimbabweans and the diaspora to explore local destinations during the holidays.

"The message is clear: 'Experience Zimbabwe this Festive Season'," Minister Rwodzi said, adding that the campaign blends marketing, content creation and collaboration with the private sector to create attractive holiday packages.

The ministry is running radio and television adverts and expects to publish festive season packages from tourism operators and ZimParks once finalised.

Zimbabwe's tourism rebound has been reinforced by a dramatic improvement in air connectivity. From just three international airlines in 2020, the country now has 22 servicing its major airports. Carriers such as Ethiopian Airlines, Fastjet, Eurowings Discover and Air Zimbabwe have increased flight frequencies, helping boost arrivals into Harare, Victoria Falls and Bulawayo.

Flight searches for Zimbabwe have surged - up 80 percent for Bulawayo and 56 percent for Harare - mirroring rising global interest.

Over the past five years, the sector has attracted cumulative investments of US$910 million, spanning hotel developments, conferencing facilities and major upgrades to airports and resort infrastructure.

With strong global recognition, improved accessibility and aggressive marketing, authorities say Zimbabwe's tourism industry is firmly on a growth trajectory - and heading into its most promising festive season in years.