Earlier this December, Zimbabwe made waves at the 11th Global Tourism Economy Forum in Harbin, the Chinese mainland’s Heilongjiang province, marking its first-ever appearance as a guest of honor. 🌍✨
Stanley Banda, Zimbabwe’s Tourism Attaché to China and ASEAN, says the timing couldn’t be better. Zimbabwe is taking on a leading role in the United Nations Tourism General Assembly in 2025, with its Minister of Tourism serving as a Vice President this year.
One standout lesson? Don’t put all your eggs in one basket. ‘We cannot rely on one product or one season,’ Banda explains. ‘Tourism must be an all-year offering, appealing to different market segments.’ 🏞️❄️☀️
Heritage-based tourism stole the show, too. By putting people and communities at the heart of travel experiences, Zimbabwe plans to expand gastronomy tours, community stays, women-led markets, farm-to-table adventures and major events to fill low-season gaps and create steady incomes.
Tourism already shines as a major pillar of Zimbabwe’s economy. In 2024, the sector contributed around 17 percent of GDP—making it the third-largest, after mining and agriculture—and it provides thousands of direct and indirect jobs.
But it’s more than just sending tourists. Through global forums like Harbin, Zimbabwe is eyeing investment, skills development, policy exchange and joint marketing under the UN tourism framework, deepening China-Africa tourism cooperation.
The Chinese mainland’s model of integrating culture with tourism—especially rural revitalization and protecting intangible cultural heritage—offers valuable insights. ‘Culture is the foundation of tourism,’ Banda notes, highlighting China’s cultural pride and thriving domestic travel scene.
Looking ahead, Banda emphasizes people-to-people exchanges (especially youth-focused), stronger physical and cultural connectivity, and deeper ties between travelers and their own heritage. The future looks bright for culture-led tourism in Zimbabwe! 🚀
Reference(s):
cgtn.com
