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Zimbabwe Targets 3.1% Tourism Growth in 2026 with Aggressive Global Marketing and New Attachés Zimbabwe Targets 3.1% Tourism Growth in 2026 with Aggressive Global Marketing and New Attachés

Zimbabwe’s tourism sector is poised for a robust expansion in 2026, with projections indicating a 3.1% growth rate driven by a surge in international arrivals from key source markets. This anticipated upswing is underpinned by a comprehensive destination marketing strategy that aims to showcase the country’s rich natural heritage, cultural diversity, and renowned hospitality—a move that aligns with the government’s broader economic development agenda and the evolving expectations of the global travel trade [[1]](https://www.travelandtourworld.com/news/article/zimbabwes-new-tourism-initiatives-are-positioning-it-for-global-success-get-the-details-here/).

During the 2026 National Budget presentation, Finance, Economic Development and Investments Promotion Minister Mthuli Ncube outlined the government’s vision for the sector. He revealed that international tourist arrivals are forecast to reach 1.87 million in 2026, up from 1.79 million in 2025, thanks to intensified marketing and greater visibility of Zimbabwe’s iconic destinations such as Victoria Falls, Hwange National Park, and the Eastern Highlands. This growth trajectory is expected to be supported by a dedicated budget allocation of ZiG339 million to the Ministry of Tourism and Hospitality Industry, enabling the implementation of strategic initiatives and the expansion of Zimbabwe’s presence in international markets.

Zimbabwe’s approach is multifaceted, focusing not only on traditional source markets but also on emerging regions with high growth potential. The government plans to deploy tourism attachés to six new markets—Russia, Brazil, Canada, Nigeria, Turkey, and Australia—broadening the country’s reach and increasing its visibility both regionally and globally. This strategic expansion is designed to diversify Zimbabwe’s tourism base and reduce reliance on a handful of established markets, a move that is increasingly important in a rapidly shifting global tourism landscape.

In addition to market diversification, Zimbabwe is doubling down on its efforts to attract high-profile international events and conferences. The National Convention Bureau will continue to bid for major international conferences, while the country will maintain an active presence at flagship tourism expos, meetings, and exhibitions at both regional and international levels. This focus on the Meetings, Incentives, Conferences, and Exhibitions (MICE) segment is expected to boost business tourism and position Zimbabwe as a leading destination for global gatherings—a strategy that has already yielded positive results in terms of visitor numbers and sector revenue.

To further enhance competitiveness, the government is prioritising investment in digital marketing infrastructure, with a particular emphasis on artificial intelligence. This digital pivot is seen as critical to accelerating Zimbabwe’s performance on the global tourism stage, enabling more targeted campaigns, real-time engagement with potential visitors, and data-driven decision-making. As the global market shifts toward a digital economy, these investments will help Zimbabwe keep pace with international best practices and appeal to tech-savvy travellers.

Zimbabwe’s tourism sector has already demonstrated remarkable resilience and growth in recent years. In 2024-2025, the country welcomed more than 1.6 million international arrivals, buoyed by enhanced air connectivity, improved infrastructure, and a renewed focus on wildlife and eco-tourism. The sector’s recovery has been further supported by the entry of more international airlines and the development of new tourism products, positioning Zimbabwe as a top choice for adventure seekers, nature lovers, and luxury travellers alike.

Strategic destination marketing has played a pivotal role in this success. Through targeted campaigns and participation in international travel fairs, Zimbabwe has effectively showcased its cultural heritage, wildlife, and natural landscapes, resonating with a diverse range of travellers and sustaining long-term growth.

The government’s commitment to strengthening bilateral and multilateral cooperation, adopting global best practices, and investing in market research and joint marketing initiatives is expected to further solidify Zimbabwe’s standing as a premier African destination.

For Africa’s travel industry professionals, these developments signal a wealth of new opportunities. The expansion into emerging markets, the focus on MICE tourism, and the adoption of cutting-edge digital tools all point to a sector that is not only recovering but actively reinventing itself for the future. As Zimbabwe continues to invest in its tourism infrastructure and marketing capabilities, the country is well-positioned to capture a larger share of the global tourism market and deliver memorable experiences to visitors from around the world.

With a clear strategy, increased funding, and a commitment to innovation, Zimbabwe’s tourism sector is set to enter a new era of growth and international relevance in 2026 and beyond.