Zimbabwe is a world of tourist wonder!

The World Tourism Day (WTD) is commemorated annually on the 27th of September every year. This day was instituted by the General Assembly of the World Tourism Organisation (UNWTO) to foster awareness among the international community of the importance of tourism and its social, cultural, political and economic values.

Zimbabwe commemorated this day in Masvingo Province under the theme "Tourism linking Cultures." Speaking at a public lecture held at Great Zimbabwe University recently, Dr Sylvester Maunganidze, the permanent secretary in the Ministry of Tourism said, "Culture has become a new phenomenon representing average annual growth rate of 15 percent, almost twice the times of the overall growth rate for the tourism industry. It represents a third of all tourism business and is a high yield area."

In modern times, culture has a new role. Those who based policies for development around the honourable triangle of sustainability; economic growth, social inclusion, environmental balance forgot the human side. Culture, in its broad sense, is the fourth pillar of development that will bring peace and harmony to the world. In its simplest definition, culture is the way we all wish to live in harmony with one another.

Zimbabwe's new Tourism Brand is, "A World of Wonders" reinforces and recognises our wonderful people and culture as the first wonder. Culture creates our authentic and distinctive appeal on the global tourism market.

According to the United Nations World Tourism Organisation (UNWTO) Barometer (2010), Tourism is currently generating US1.2 trillion in foreign currency receipts on the basis of about 940 million global tourist arrivals.

Tourism is one of four cardinal pillars anchoring economic growth in Zimbabwe after mining, agriculture and manufacturing sectors and contributed 6.8% to GDP, 770millon receipts and 1.8million arrivals in the year 2010.

The sector has revived forcefully from the decline that was experienced after the year 2000, owing to the effect of illegal sanctions imposed on Zimbabwe by USA, Britain and their Western allies. Tourism industry and hospitality employs 300 000 people who are directly or indirectly involved with tourism enterprise.

Tourism was also endorsed by World Travel and Tourism Council (WTTC) as one of the fastest growing industry after China at an annualized rate of 8.2 % till 2020.

Zimbabwe's competitive advantage in tourism clearly lies in its authentic culture, natural resources like Victoria Falls, game, and a number of man-made attractions such as Great Zimbabwe monument, which have attained UNESCO World Heritage Site Status, an indication of the uniqueness and special character of our natural and cultural resources.

In the past our tourism was based on a Eurocentric perceptual approach, but we now seek to develop new tourism niche products such as Cultural tourism, Health tourism, Industrial tourism,  Mega-eventing, Agro-tourism, sports tourism, Religious tourism, Township tourism, historical and heritage based tourism among others. This would develop a home grown brand which we will be proud to associate with as we have its total ownership as a people.

The development of these new products will enhance the competitiveness of destinations in Zimbabwe and spread the benefits of tourism across Zimbabwe. It is a reality that domestic tourism is a vital source of consistent revenue and a fundamental cog in developing a national tourism culture.

Masvingo is the home of the Zimbabwean history endowed with rich artistic and cultural talent that will not easily be eroded. This is a province of Zimbabwe's citadel of civilisation, the Great Zimbabwe Monuments. 

The place is dominated by sculptures with stone sculptures where the Zimbabwe bird, Hungwe was first carved at the Great Zimbabwe monuments during the existence of The Munhumutapa Empire many centuries ago. It is also from this place that the country derived its name.

There is latent potential in developing Zimbabwe into a vibrant and dynamic cultural powerhouse on the tourism global map. Zimbabwe is endowed with rich and diverse cultures which include black, white and Asian cultures. Our people are the most hospitable and literally are aptly captured in our new pay-off line as the first wonder.

The Masvingo province is involved with a cockpit of routine activities which include:

√¢‚Ǩ¬¢  Machangani Arts Festival-an annual festival for the Shangani ethnic group of people located in the Lowveld along the Limpopo valley under Chief Tshovani and it draws tourist from Europe and other Shangani from Mozambique and South Africa.

• Dandaro Festival-A winter festival held in Chivi district in July every year involving both children and adults in performing and visual arts bringing together the community through choral, dance, and visual exhibitions.

• The twinning of Great Zimbabwe University and Venda University from Limpopo province, South Africa in exchange of cultural studies signifies the birth of centres of cultural excellence.

"Surely the province has reinforced our first three wonders being, our wonderful people and culture, rich history and heritage and the Great Zimbabwe Monuments and we remain grateful. We need to embrace that culture is indeed our unique selling point. Let's inspire ourselves to identify an agreed approach of developing Zimbabwe as a major cultural tourism destination in the future.

"Understand tourism as an add value or as means to, or offer best economic incentives on efforts for the preservation of culture and our communities taking initiatives to preserve their distinct cultures. It is imperative for us to assist the access to markets for the Zimbabwean women who form the majority of cross-border traders of cultural products such as hand-made crafts. We need to defend the rights to cultural expression in the staging of plays in all theatres around the country," said Dr Maunganidze.

Dr Maunganidze also asserted that we should prevent the exodus of creative and talented individuals to other countries. This has a net effect of depriving the country of rich sources of intellectual and material wealth while benefiting host countries. As a people we must ensure the introduction of more female-driven cultural projects and cultural businesswomen.

Zimbabwe as a tourist destination should be everyone's first choice because this country has favourable peaceful environment. The atmosphere is calm with unravelled peace. There are numerous spectacular hotels and lodges which offer attractive accommodation facilities. Food supplies are diverse and cater for a variety of tastes. Law and order aspect is perfect with police availability on every corner to cater for all public security needs.

Zimbabwe boasts of its imposing tourist attractions like the glamorous Victoria Falls, spectacular Great Zimbabwe monument, Chinhoyi Caves, Manicaland Mountains, Kariba resort center and Wild life among others.