Zimbabwe Eyes Chinese Market with Push to Attract Leading Ctrip.com Agency and Boost Global Reach

Zimbabwe is intensifying its efforts to tap into the lucrative Chinese outbound tourism market by exploring the possibility of enticing ctrip.com—one of China’s largest travel agencies—to establish a base in Harare. This strategic ambition was highlighted by Nyanga South legislator Supa Mandiwanzira, who emphasized the potential boost to Zimbabwe’s hospitality and tourism sector if the agency were to help channel Chinese travelers directly to the country.

China’s dominance as the world’s largest source of outbound tourists, backed by its immense population and rising middle class, makes it a highly desirable market for destinations across Africa. Zimbabwe has long recognized this potential, investing in programs such as the China-Ready Program for the tourism sector, and cementing relations with China through a series of Memoranda of Understanding. Yet, the direct involvement of a powerhouse agency like ctrip.com could represent a game-changing leap in reaching and servicing the Chinese market.

Mandiwanzira’s call is clear: “I would actually love to see the biggest Chinese travel agency CTRIP, for instance, set up in this country because then we can attract the Chinese tourists that we would like to fill our hotels.” He advocates for a collaborative approach, suggesting that while local partnerships are important, restrictive policies could stifle the dynamic growth Zimbabwe seeks to achieve within its tourism industry.

To support such international ambitions, Zimbabwe’s government is stepping up its visibility in emerging and traditional source markets. Finance Minister Mthuli Ncube recently revealed a plan to broaden the country’s outreach by deploying tourism attachés to six additional high-potential markets in 2026: Russia, Brazil, Canada, Nigeria, Turkey, and Australia. This expansion is expected to deepen Zimbabwe’s regional and global presence, positioning the country more competitively among African destinations vying for international travelers.

The Ministry of Tourism and Hospitality Industry is actively recruiting for these new attaché roles, signaling an era of targeted, on-the-ground promotion in key regions. The attachés will be tasked with strengthening partnerships, conducting market research, and spearheading joint marketing initiatives to showcase Zimbabwe’s diverse tourism offerings—from its renowned wildlife and UNESCO heritage sites to its emerging Meetings, Incentives, Conferences, and Exhibitions (MICE) segment.

To further enhance its standing on the global stage, Zimbabwe is also focusing on bilateral and multilateral cooperation. The government has committed to aligning with global best practices in tourism management, while scaling up investments in market research and product development. These steps include the identification and promotion of key tourism corridors, as well as collaborative campaigns to raise the country’s profile in both established and emerging source markets.

A crucial pillar of the government’s strategy is the active pursuit of the MICE market. Zimbabwe will continue bidding for major international conferences through the National Convention Bureau, leveraging high-profile events to draw business travelers and showcase the nation’s capacity to host world-class meetings and exhibitions. Participation in flagship regional and international tourism expos remains a priority, offering further opportunities to network with global buyers and position Zimbabwe as a compelling African destination.

Recognizing shifts in the global marketplace, Zimbabwe is also prioritizing digital marketing infrastructure as a means to enhance its competitiveness. Investments in artificial intelligence and digital platforms are set to accelerate the country’s performance on the global tourism landscape. This forward-thinking approach is designed to capture the attention of today’s tech-savvy travelers and ensure Zimbabwe remains visible and accessible in a crowded digital environment.

For Africa’s travel industry professionals, Zimbabwe’s multi-pronged strategy underscores the importance of both market diversification and digital transformation in attracting new visitor segments. The potential arrival of a giant like ctrip.com could serve as a catalyst, opening doors for other African destinations to engage more directly with China’s outbound market and adopt innovative B2B partnerships that drive growth.

As Zimbabwe continues to ramp up its promotional efforts, foster public-private collaboration, and invest in digital and human capital, the country is well-positioned to benefit from the next wave of global travel. The focus on Chinese and other emerging markets, alongside a robust MICE strategy and digital modernization, signals a new era for Zimbabwean tourism—and offers a roadmap for African destinations aiming to thrive in an increasingly competitive international arena.