As regional football leaders gather in Harare for the COSAFA Congress, the Zimbabwean government believes the beautiful game is now playing an even bigger role beyond the stadium — helping reintroduce Zimbabwe to Africa and the wider world.
Tourism and Hospitality Industry Minister Barbara Rwodzi says football has emerged as a powerful platform for tourism promotion, cultural exchange and national branding, with international tournaments increasingly bringing visitors into the country and reshaping perceptions about Zimbabwe.
Speaking during a welcome reception for delegates attending the COSAFA Congress, Rwodzi said every football event hosted in Zimbabwe creates an opportunity for visitors to experience the country’s hospitality, culture and people firsthand.
“Sport has the power to bring people together and to showcase Zimbabwe to the world. Every tournament and every event gives visitors an opportunity to experience our people, our culture and our hospitality. Football is helping open Zimbabwe to Africa and beyond,” she said.
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Zimbabwe has in recent months hosted several continental and regional football events under the Zimbabwe Football Association (ZIFA), including the CAF African Schools Football Championship Continental Finals, the COSAFA Under-17 Boys Championship and the GIFT Cup.
The tournaments have attracted players, officials, media and football administrators from across Africa, many of whom were visiting Zimbabwe for the first time. Authorities believe the impact goes beyond football, with hotels, restaurants, transport operators and tourism destinations benefiting from the increased activity.
ZIFA president Nqobile Magwizi said football should be used as a vehicle for broader national development and international engagement.
“As ZIFA, we believe football must go beyond the pitch. The game creates opportunities for partnerships, tourism, cultural exchange and national branding. Every event we host is an opportunity to showcase Zimbabwe as an organised, welcoming and forward-looking destination,” he said.
The successful hosting of football events has also strengthened Zimbabwe’s reputation within regional football structures, with organisations such as Confederation of African Football and Council of Southern Africa Football Associations continuing to entrust the country with major tournaments and gatherings.
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