Staff Reporter 

Tourism players in the Midlands Province are forging strategic alliances to accelerate the growth of the provincial tourism industry, with support from the Zimbabwe Tourism Authority (ZTA).

This collaborative effort aligns with the Government’s Tourism Recovery and Growth Plan, aimed at revitalizing the sector post-COVID-19.

In an interview with the media on 05 December 2024, Midlands Minister of State for Provincial Affairs and Devolution, Owen Ncube expressed gratitude for the Government’s leadership in promoting tourism.

“President Mnangagwa’s post-COVID-19 recovery plan and the ZimBHO domestic tourism campaign have positioned Zimbabwe back on the global economic stage. Key initiatives include the establishment of a cultural village in Gokwe North, religious tourism in Gokwe South, revamping Chirisa Game Park and other conservancies, a community museum at Manjiribwe Cave in Mberengwa, and developing Mundi-Mataga Dam and Karogwe Gorge into resort areas,” he said.

ZTA’s regional manager, Linda Ntuli highlighted the significance of these initiatives.

“We recently launched the Travel Zimbabwe campaign to encourage locals to explore tourism destinations within their provinces. This will improve tourism performance. By 2025, we plan to launch new products, including the promotion of Gandavaroyi Falls in Gokwe, new hotels across the province, and self-catering facilities in Zvishavane. These developments will enhance our product offering and attract new markets,” she said.

Private tourism operators are optimistic about the collaboration.

 Antelope Park Resort Managing Director, Malcolm Smith, said, “The opportunities are massive. With the ZTA collaboration, we aim to improve visitor experiences and take the industry to new heights.”

The tourism sector in the Midlands has already shown impressive growth, with the province’s GDP increasing by 18.2% in 2022. This performance underscores the potential of ongoing initiatives to transform the region into a premier tourist destination.

With these concerted efforts, Midlands is poised to become a major tourism hub, leveraging its natural and cultural assets to drive growth and attract both domestic and international visitors. The strategic alliances between ZTA, local government, and private players are expected to propel the sector forward, creating jobs and boosting the local economy.