Manyaya appointed ZTA chief executive

The Zimbabwe Tourism Authority (ZTA) has appointed Dr George Munyaradzi Manyaya as its new chief executive officer, bringing to the helm a seasoned corporate communications and stakeholder relations expert with experience spanning both the private and public sectors.

Dr Manyaya's appointment comes at a critical time for Zimbabwe's tourism industry, which is seeking to strengthen its competitiveness and accelerate recovery in an increasingly crowded global tourism market.

With an extensive background in strategic leadership, stakeholder engagement and corporate communications, Dr Manyaya is widely regarded as well positioned to steer the ZTA through the next phase of growth and reposition Zimbabwe as a preferred destination.

He first rose to prominence as public relations manager at Mbada Diamonds, where he built a reputation for managing public perception, protecting corporate brand value and engaging diverse audiences under intense public scrutiny. These skills are considered particularly relevant to tourism promotion, where effective storytelling is key to showcasing Zimbabwe's iconic attractions, including Victoria Falls, Hwange National Park and the Great Zimbabwe Monument.

Following his tenure at Mbada Diamonds, Dr Manyaya assumed senior stakeholder relations roles at NetOne and later ZESA Holdings, two of the country's most strategic state-linked enterprises. In these roles, he was responsible for managing relationships with government ministries, regulators, private sector players and communities, experience that is expected to translate well into the highly collaborative tourism ecosystem.

His governance credentials are further reinforced by his service as a board member at both NetOne and the Zimbabwe National Road Administration (ZINARA), providing him with exposure to policy, infrastructure development and institutional oversight — key pillars for sustainable tourism development.

Zimbabwe's tourism sector continues to face challenges, including strong regional competition, infrastructure gaps, marketing constraints and the need to consolidate gains made since the easing of global travel restrictions. Industry observers say Dr Manyaya's blend of strategic management expertise and stakeholder engagement experience could be instrumental in addressing these issues.

Academically, Dr Manyaya holds a Doctorate in Business Administration from Binary University (Malaysia) in collaboration with Chinhoyi University of Technology. He also holds a Master of Science Degree in International Relations from the University of Zimbabwe and a Master of Commerce Degree in Strategic Management and Corporate Governance from Midlands State University, among other professional qualifications.

His appointment is expected to inject renewed momentum into the ZTA's efforts to enhance destination marketing, strengthen partnerships and drive long-term growth in one of Zimbabwe's most important economic sectors.