ZTA Says International Exposure Is Boosting Zimbabwe’s Tourism Profile
Jonathan Sibanda
The Zimbabwe Tourism Authority (ZTA) says growing international exposure is helping strengthen Zimbabwe’s position as a tourism destination, with Chief Executive Officer Dr George Munyaradzi Manyaya describing a recent Mercedes-Benz visit to Victoria Falls as an endorsement of the country’s tourism offering.
Manyaya said the participation of the global automotive brand in its 140-year celebrations, which included a visit to Victoria Falls, had provided valuable international exposure for Zimbabwe.
“Mercedes-Benz is a known global brand with a lot of followers,” Manyaya said. “For them to choose us is actually an endorsement of our destination.”
The Mercedes-Benz delegation visited the Victoria Falls Bridge, the Big Tree and the historic Victoria Falls Hotel as part of the brand’s global 140-year celebrations.
Manyaya said the visit was particularly significant because it brought senior executives and influencers from Germany to Zimbabwe, with some experiencing the country for the first time.
“The most important aspect is the marketing of our destination,” he said.
According to Manyaya, Germany was Zimbabwe’s third-largest source market last year, behind the United States and the United Kingdom, highlighting the importance of maintaining visibility and engagement in the German market.
He said the visitors responded positively to Zimbabwe’s attractions, culture and hospitality.
“They really commented that one of the biggest assets that Zimbabwe has is the culture and the people,” Manyaya said.
The international exposure comes ahead of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo, which is scheduled for 9–12 September in Masvingo. Manyaya said a further delegation of German tourism buyers is expected at the event.
He said preparations for this year’s expo were underway, with the event expected to bring together international buyers for business-to-business meetings and other tourism and investment-focused activities.
Manyaya said the participation of international buyers could also benefit destinations beyond Masvingo, as some delegates are expected to undertake pre- and post-tours to other parts of the country, including Chiredzi.
The ZTA chief executive said the expo would provide an opportunity to strengthen business relationships while exposing international tourism buyers to Zimbabwe’s broader tourism offering.
“Tourism is an important pillar in the economy,” he said. “It drives all the other sectors.”
For Zimbabwe’s tourism industry, the Mercedes-Benz visit and the upcoming Sanganai expo represent two different but complementary approaches to destination marketing — increasing international visibility while creating direct opportunities for tourism businesses to engage potential buyers.
With German tourism buyers expected at Sanganai, ZTA is seeking to convert growing international interest in Zimbabwe into stronger commercial links and wider opportunities for destinations across the country.
