Zimbabwe is significantly boosting tourism by aggressively participating in global conferences, leveraging digital marketing with AI for wider reach, and enhancing its presence at international expos with the aim to attract more visitors, positioning itself as a premier destination through increased visibility and strategic marketing plans to promote its iconic attractions like Victoria Falls globally.
This multi - pronged approach including virtual tours and improved connectivity, aims to grow the sector, drive investment, and enhance global recognition for its unique natural and cultural heritage.
The Government of the African country will amplify to secure major international conferences through the National Convention Bureau (NCB) aiming to reinforce the destination’s global visibility and accelerate sector expansion, an initiative which aligns with a projected 3.1% tourism growth in 2026, driven by rising arrivals from core markets and expanded international marketing.
Minister of Finance, Economic Development and Investment Promotion Government of Zimbabwe, Professor Mthuli Ncube, announced the strategy during the 2026 National Budget presentation, emphasizing the country’s focus on high - profile events and digital marketing, including Artificial Intelligence (AI), to boost competitiveness.
In addition the Minister stated that the Government will continue bidding for major international conferences through NCB and actively participate in flagship tourism expos, meetings and exhibitions at regional and international levels.
Key Strategies and Initiatives:
• Global Event Presence: The government is actively bidding for major international conferences and joining key tourism bodies (like UN Tourism) to increase its standing in global tourism governance and events.
• Digital and AI Marketing: Zimbabwe is developing AI - driven platforms for immersive virtual tours, broadening access and strengthening its digital footprint to showcase its major attractions like Victoria Falls.
• Enhanced Marketing Efforts: Focus is on digital media, including social platforms, to reach global audiences cost – effectively and compete with larger destinations.
• Connectivity and Infrastructure: Efforts are underway to improve both physical and digital infrastructure to support tourism growth.
• Policy and Partnerships: A new National Tourism Policy emphasizes innovation, human capital, and regional cooperation, while diaspora engagement also aims to boost investment.
Impact & Goals:
• Increased Arrivals: The strategy supports a projected growth in tourism arrivals, with recent data showing significant year – on year increases, particularly from African markets.
• Global Visibility: These initiatives aim to make Zimbabwe a more prominent player in the global tourism landscape.
• Economic Growth: Tourism is seen as a vital driver for Vision 2030, contributing to national development through visitor spending and related sector growth.
A US$16.888 million budget allocation for 2026 will fund strategic initiatives, expand marketing operations and reinforce Zimbabwe’s position as a top destination. Additionally, the Government will deploy tourism attaché to emerging markets, including Brazil, Nigeria, and Russia.
Collaboration with international partners and investments in market research is expected to elevate Zimbabwe’s tourism profile, supporting its post - pandemic recovery and long - term growth.
Finally, as additional date, domestic tourism is also on a recovery path supported by a growing middle - class market, intra - African tourism, and policy incentives like duty suspensions on tourism – related imports.
For 2026, international arrivals are expected to reach 1.87 million, up from 1.79 million in 2025, fuelled by enhanced marketing and promotions of destinations such as Victoria Falls and Hwange National Park.
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