ZIMBABWE is set to elevate its tourism sector by tapping into high-value markets in the Middle East, Russia, and Nigeria, while strengthening ties with key Asian destinations such as China and India.
Tourism is one of the country’s top foreign currency earners, with earnings surging by 15% to US$839 million in the nine months to September 2024, compared to the same period last year.
This growth was driven by rising international arrivals and a strong domestic tourism push, which contributed US$289 million to total receipts.
The sector is on track to generate over US$1 billion this year, according to Zimbabwe Tourism Authority acting chief executive officer William Stima.
“Zimbabwe also plans to penetrate the lucrative Russian market going forward, while Israel is currently the biggest generating market in the region and plans afoot to tap into the UAE (United Arab Emirates) and Saudi Arabia, which have the reputation as high value and luxury expenditure,” Stima said in an interview with the Zimbabwe Independent.
“In Asian countries like China, India, Japan and South Korea we will be building partnerships and improving flight connectivity.”
With a population exceeding 200 million, Stima said Nigeria presented a massive untapped market.
He said efforts were underway to unlock its potential, while leveraging regional trade and proximity within Africa.
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Zimbabwe’s growth strategy also includes expanding its presence in the Middle East and Russia.
Traditionally, the sector has benefited from strong tourist inflows from Canada, Israel, and the United States.
However, Stima said challenges such as persistent power outages continue to hamper tourism growth.
“Power outages disrupt services, which in turn negatively impact customer experience and satisfaction,” he said.
“Smaller operators, especially in small towns and rural service centres, end up facing challenges in maintaining operations during extended outages.”
