Zimbabwe's Government plans to intensify its pursuit of major international conferences via the National Convention Bureau (NCB) and to boost participation in flagship tourism expos. The goal is to raise the country's global profile and drive sector expansion, aligning with an anticipated 3.1% growth in tourism in 2026 propelled by stronger arrivals from core markets and broader international marketing efforts.
Finance, Economic Development and Investment Promotion Minister Professor Mthuli Ncube announced the strategy during the 2026 National Budget presentation. He underscored a blend of high-profile events and digital marketing, including artificial intelligence, to sharpen Zimbabwe's competitiveness. This outline was reported by The Herald, a TV BRICS partner.
"In addition, the Government will continue bidding for major international conferences through the National Convention Bureau and actively participate in flagship tourism expos, meetings, and exhibitions at regional and international levels," the minister stated.
Domestic tourism is also rebounding, with a 2.9% growth forecast for 2025. This recovery is supported by a rising middle class, increased intra-African travel, and policy incentives such as duty suspensions on tourism-related imports. For 2026, international arrivals are projected to reach 1.87 million, up from 1.79 million in 2025, driven by intensified marketing of destinations like Victoria Falls and Hwange National Park.
A budget of US$16.888 million for 2026 will fund strategic initiatives, expand marketing campaigns, and strengthen Zimbabwe's standing as a premier travel destination. The government will also appoint tourism attachés in emerging markets, including Russia, Brazil, and Nigeria.
Collaborations with international partners and investments in market research are expected to raise Zimbabwe’s tourism profile, supporting the sector’s post-pandemic recovery and long-term growth.
Photo: Mino Andriani / iStock (link omitted for brevity)
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