...as numbers of visitors surge ahead of the festive season
Staff Reporter
Zimbabwe's tourism industry is witnessing a vibrant resurgence, fuelled by strategic initiatives aimed at positioning the country as a premier travel destination.
Among these efforts is the "Meet and Greet" programme, a nationwide campaign that engages visitors at major entry points, showcasing Zimbabwe's rich cultural and natural attractions, while promoting local tourism.
This initiative, led by the Ministry of Tourism and Hospitality Industry in collaboration with the Zimbabwe Tourism Authority, is already sparking increased interest from both diasporans and international tourists, marking a positive trajectory for the sector.
Tourism and Hospitality Industry Deputy Minister, Tongai Mnangagwa, who participated in the programme at Joshua Mqabuko Nkomo International Airport yesterday, highlighted the initiative’s focus on welcoming returning Zimbabweans and encouraging them to explore the country’s renowned tourist sites.
“We want our visitors, especially the diasporans, to explore different tourist sites and contribute to the economic growth of our country. The main aim is to meet and greet all the tourists, and the largest group we are seeing are Zimbabweans coming back for holidays. We encourage them to visit Matopos, Nyanga, Great Zimbabwe, and other iconic sites to help boost our economy,” said Deputy Minister Mnangagwa.
The "Meet and Greet" programme has been implemented at all major points of entry nationwide.
“We are in every point of entry across the country as Team Tourism to tell them to visit their places of interest with their loved ones to make sure that our economy can benefit,” Deputy Minister Mnangagwa explained.
The Deputy Minister revealed that the initiative has already contributed to a noticeable increase in visitor numbers.
“We are receiving more people, and the numbers have either doubled or tripled. The queues at border posts, especially at Plumtree, are longer, and visitors from neighbouring countries like Botswana and South Africa are saying they are coming to Zimbabwe for holidays. It’s exciting times, and the numbers of returning diasporans have also increased,” he noted.
Deputy Minister Mnangagwa also highlighted how visitors’ expenditure on local tourism facilities is creating employment opportunities and stimulating further economic activity.
Meanwhile, Zimbabwe’s tourism sector is poised to become a significant economic driver.
Projections estimate that the sector could contribute up to US$600 million in capital investments by next year.
The National Tourism Recovery and Growth Strategy (2020-2025), launched by President Mnangagwa, aims to generate US$5 billion annually from tourism, solidifying its position as the third-largest contributor to the country’s GDP.
Under this strategy, Government has prioritised promoting Zimbabwe as a safe and attractive destination, while leveraging its cultural heritage and iconic natural sites.
By targeting diasporans, regional tourists, and international visitors, the country is unlocking the potential of tourism as a key pillar for inclusive economic development.
