Zimbabwe boosts tourism through global conferences and digital marketing

The Government of Zimbabwe will amplify efforts to secure major international conferences through the National Convention Bureau (NCB) and increase participation in key tourism expos, aiming to enhance Zimbabwe’s global visibility and accelerate sector expansion. This initiative aligns with a projected 3.1 per cent 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, emphasising the country’s focus on high-profile events and digital marketing, including AI, to boost competitiveness. This is reported by The Herald, a partner of TV BRICS.

“In addition, Government will continue bidding for major international conferences through the National Convention Bureau and actively participate in flagship tourism expos, meetings and exhibitions at regional and international levels,” he stated.

Domestic tourism is also on a recovery path, with a 2.9 per cent growth forecast for 2025, 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 of destinations such as Victoria Falls and Hwange National Park.

A US$16.888 million budget allocation for 2026 will fund strategic initiatives, expand marketing, and reinforce Zimbabwe’s position as a top destination. Additionally, the Government will deploy tourism attachés to emerging markets, including Russia, Brazil and Nigeria.

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. 

Photo: minoandriani / iStock