TOURISM and Hospitality Industry minister Barbara Rwodzi recently travelled more than 300km to Chimanimani in the Eastern Highlands to personally meet South African traveller and influencer George Van Deventer and his partner, Malinki.
The mission was damage control.
A police roadblock incident involving the couple had sparked concern, forcing the minister to intervene in order to restore confidence among visiting tourists.
That a Cabinet minister must embark on a cross-country trip to apologise for — or clarify — the conduct of law enforcement officers should alarm anyone serious about Zimbabwe’s tourism ambitions.
You cannot market Zimbabwe as a premier travel destination while visitors are being shaken down at roadblocks.
Last year, at the height of public outrage over the mushrooming of roadblocks along the country’s highways, authorities were forced to scale back.
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Motorists had complained bitterly about harassment, arbitrary fines and delays that turned simple journeys into ordeals.
In November last year, police headquarters even moved to stop the impounding of vehicles over minor infractions.
Senior officers publicly clarified that motorists should not be punished for failing to carry reflective jackets, triangles or for minor seatbelt-related issues.
It was a tacit admission that the system had gone too far.
Those reforms were welcomed.
They signalled a recognition that excessive policing was damaging not only citizens’ dignity, but also the country’s image.
Yet old habits appear hard to break.
At a time when senior officials are trying to correct the chaos on our roads and reposition Zimbabwe as open for business and tourism, some rogue elements seem determined to undo the progress.
The re-emergence of questionable roadside enforcement tactics sends the worst possible signal to visitors and investors alike.
In Mbare, Harare, just days ago, a motorist claimed he was fined for failing to repair a cover inside his car’s boot.
Such petty enforcement may seem trivial in isolation, but collectively it reinforces a perception of policing as predatory rather than protective.
Tourists talk. Influencers broadcast. Social media amplifies.
One unpleasant roadblock encounter can undo months of carefully curated marketing campaigns.
A single viral post about harassment can travel faster and farther than any glossy tourism brochure.
In a competitive regional market where countries like South Africa, Botswana and Rwanda are aggressively courting visitors, Zimbabwe cannot afford self-inflicted wounds.
The tragedy is that Zimbabwe does not lack attractions.
From the majestic Victoria Falls to the serene Eastern Highlands, from Hwange’s wildlife to Great Zimbabwe’s ancient ruins, the country sells itself.
What undermines the experience is not the scenery — it is the system.
Law enforcement must understand that every roadblock is a frontline diplomatic post.
Every officer who interacts with a motorist is, in effect, representing the nation.
Professionalism, courtesy and consistency are not optional extras; they are economic necessities.
If the Tourism minister must repeatedly step in to repair the damage caused by policing excesses, then something is fundamentally broken in co-ordination between government departments.
Policy coherence cannot exist on paper while chaos reigns on the ground.
Zimbabwe cannot build a hospitality brand on one hand and erode it with the other.
If rogue roadblocks persist, they will not only trip up tourists — they will trip up the entire national economic recovery effort.
The message is simple: stop sabotaging the country at roadsides.