TOURISM is Zimbabwe’s low-hanging fruit. Generating more than US$1 billion annually, the sector offers the quickest turnaround compared to capital-intensive industries such as mining and manufacturing. More importantly, tourism is Zimbabwe’s window to the world — a frontline ambassador of the country’s image.
That is why the recent incident involving the alleged mistreatment of foreign tourists at a police roadblock should concern authorities. Incidents of this nature do not merely inconvenience visitors; they threaten a billion-dollar industry whose lifeblood is trust, goodwill and positive perception.
In this context, Tourism and Hospitality Industry minister Barbara Rwodzi’s decision to personally apologise to the affected visitors in Chimanimani was both necessary and commendable.
It demonstrated responsiveness, accountability and an appreciation of the fragile nature of destination marketing. In tourism, perception is currency. Reputational damage spreads faster than corrective statements and in the age of social media, a single negative encounter can circle the globe within minutes.
The affected group, part of Trans Africa Self Drive Adventures and Tours, led by seasoned South African traveller George van Deventer, had come to Zimbabwe to promote the country as a tourism destination.
That such goodwill ambassadors were subjected to harassment at a roadblock points to a troubling silo mentality within government — an “everyone for himself” approach that undermines national objectives.
Not all arms of the State are singing from the same hymn sheet.
The silver lining is that the tourists rose above the ordeal, describing Zimbabwe as a crown jewel of tourism in the Sadc region.
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They praised the country’s warmth, peace and breathtaking natural beauty — a powerful endorsement of Zimbabwe’s undeniable appeal. But such goodwill must never be taken for granted. It is not automatic; it is earned through consistency and respect.
Zimbabwe’s comparative advantage lies in its iconic attractions — Victoria Falls, Hwange, Mana Pools and the Eastern Highlands — but its people remain its greatest competitive edge. That advantage is easily squandered when visitors' experiences on the ground contradict glossy marketing campaigns.
The incident raises a question: Is the entire government system aligned with the national tourism agenda?
International roadshows, marketing campaigns and investment conferences mean little if the visitor experience tells a different story. Tourism does not begin at a resort or national park; it begins the moment a visitor crosses the border and continues at every interaction with State officials, security personnel and service providers.
A service-oriented culture within public institutions is no longer optional for a country seeking to rebrand and compete regionally.
Zimbabwe’s competitors are aggressively positioning themselves as seamless, tourist-friendly destinations. To remain competitive, Zimbabwe must undertake internal housekeeping to ensure all stakeholders operate on the same wavelength.
The government has pledged to create a favourable environment for the sector’s growth. Licensing reforms have been introduced and the Tourism and Hospitality Industry ministry has been capacitated to accelerate strategic initiatives, expand destination marketing and consolidate Zimbabwe’s position as a destination of choice.
In the 2026 National Budget, the ministry received ZiG339 million. Plans are also underway to strengthen market development and diversification through the deployment of tourism attachés to six additional emerging markets — Russia, Brazil, Canada, Nigeria, Turkey and Australia — broadening the country’s global footprint.
However, these commendable initiatives will come to naught if other arms of government are not fully aligned with the tourism growth agenda.
Destination marketing cannot succeed where destination management fails.
The tourism sector has repeatedly shown that, given the right environment, it can thrive.
But growth does not occur in isolation. It requires strong, coordinated supporting pillars — and above all, a shared understanding that protecting tourism ultimately means protecting Zimbabwe’s brand.
