Tourism Ministry increases efforts to promote Dest...

Tourism Ministry increases efforts to promote Destination Zim

**scenes at Zimbabwe’s stand at the World Travel Market Africa at the Cape Town International Convention Centre**

Munyaradzi Blessing Doma- Zim Now Reporter

Zimbabwe was among the 96 countries which participated at this year’s edition of the World Travel Market Africa, at the Cape Town International Convention Centre.

The event which took place from April 9 to 11, saw the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority leading Zimbabwe’s participation where 15 key players from the tourism industry participated at the global tourism event.

The country’s presence at this premier global event reflects its commitment to reviving and repositioning the tourism sector as a cornerstone of national economic growth.

And the overarching objective of Zimbabwe’s participation was to reconnect with established markets, open new ones, and enhance the country’s profile as a competitive and attractive tourism destination.

WTM Africa offers an exceptional platform for networking, forging strategic partnerships, and engaging with global buyers.

The event also allowed Zimbabwe to promote its lesser-known tourism regions such as Kariba, Mana Pools, and the Eastern Highlands, which continue to draw interest from buyers seeking off-the-beaten-path experiences.

The first day of the exhibition saw strong engagement at the Zimbabwe stand, with industry players reporting full schedules of business meetings and networking engagements and interest from international buyers was high.

Many attendees sought information on the upcoming Sanganai /Hlanganani /Kumbanayi World Tourism Expo, which will be held in Mutare from 10-12 September.

The choice of Mutare has sparked curiosity among buyers, particularly those looking for fresh destinations beyond the well-known Victoria Falls and Hwange.

A notable trend this year was the increased presence of buyers from Nigeria, reflecting growing interest in Southern African destinations among West African travellers.

Overall, Zimbabwe’s participation at WTM Africa 2025 made a strong impression.

The delegation’s efforts are expected to translate into greater destination visibility, increased tourist traffic, and valuable business leads. Continued follow-up with buyers, proactive marketing of the Sanganai/Hlanganani Expo, and efforts to address visa challenges will be essential in sustaining the momentum generated in Cape Town.

And Zimbabwe has once again demonstrated that it has a compelling tourism offering and is ready to engage meaningfully with the global travel market.