Gastronomy and culinary tourism drive Zim's tourism rebound, ZTA calls for stricter compliance

HARARE - Gastronomy and culinary tourism are emerging as major drivers of Zimbabwe's tourism recovery, with industry players saying food and cultural dining experiences are attracting more domestic, regional and international visitors.

The trend was highlighted during the Zimbabwe Tourism Authority's first Annual General Meeting held in Harare this week, where officials noted that post‑COVID‑19 travel patterns have placed greater emphasis on authentic local experiences.

ZTA Chief Executive Officer George Manyaya said food tourism was contributing to increased visitor spending and longer stays, particularly in urban centres and resort areas where local cuisine is being integrated into tourism packages.

"Gastronomy and culinary tourism have been identified as some of the major contributors to the economic boom in Zimbabwe's tourism sector," Manyaya said. "Tourists are looking for authentic experiences, and food is central to that."

He added that the surge in arrivals since the COVID‑19 pandemic has been recorded across domestic, regional and international markets, with Zimbabwe seeing steady growth in both leisure and business travel.

Manyaya emphasised the need for the highest level of compliance among tourism operators, covering registration, operations and quality assurance. He said adherence to standards was critical to ensuring safety and security for tourists and to protecting Zimbabwe's reputation as a destination.

"Compliance is not optional. It is the foundation of trust between the industry, visitors and regulators," he said. "We need every operator to meet the required standards so that Zimbabwe remains a safe and competitive destination."

Industry delegates at the AGM said the post‑pandemic period has seen stronger demand for experiential travel, with food trails, farm‑to‑table experiences and cultural dining events becoming key selling points. Operators noted that culinary tourism also creates opportunities for small‑scale producers and rural communities linked to the value chain.

The ZTA said it would continue working with operators to strengthen inspections and support compliance, while promoting Zimbabwe's diverse food culture in international marketing campaigns, including platforms such as Zimbabwe gastronomy tourism.

Tourism officials expect the momentum to continue into 2026, with gastronomy positioned as a pillar of Zimbabwe's broader tourism growth strategy under Vision 2030.