African Tourism Leaders Call for Unified Regional Strategy at Landmark Great Zimbabwe CEO Roundtable ​

MASVINGO, Zimbabwe — In a major push toward seamless cross-border travel and regional synergy, tourism leaders across Africa gathered at the historic Great Zimbabwe World Heritage Site to inaugurate the Tourism Boards and Tourism Enablers CEOs’ Roundtable.

​The high-level engagement—held as a cornerstone of the 19th Edition of the Sanganai/Hlanganani Dzimbahwe World Tourism Expo—focused on shifting the continent’s tourism strategy from isolated national marketing to interconnected, multi-country travel experiences.  Moving from Isolation to Integration

​Officiating at the landmark event, Zimbabwe’s Deputy Minister of Tourism and Hospitality Industry, Hon. Tongai Mnangagwa, urged African destinations to dismantle travel silos and build connected regional circuits. He highlighted that structured cross-border partnerships represent the most effective pathway to unlock the continent’s vast economic potential.

​Echoing these remarks, Zimbabwe Tourism Authority (ZTA) Chief Executive Officer Dr. George Manyaya stressed that African nations should complement rather than compete with one another.

​”African destinations need one another. Although we compete in terms of attractions, we are not competitors,” Dr. Manyaya noted, adding that the priority must be marketing Africa collectively to the rest of the world.

​The roundtable brought together regional tourism authorities alongside key enabling sectors—including aviation and immigration—to establish practical mechanisms for continent-wide growth. Delegations from countries including Namibia, Malawi, Zambia, and Côte d’Ivoire participated in shaping the roadmap.

​Joint Destination Marketing: Creating unified campaigns and multi-destination itineraries that position neighboring countries as single travel packages.

​Enhanced Air Connectivity: Opening direct air routes and reducing intra-African travel bottlenecks to improve accessibility.

​Tourist Mobility: Harmonizing visa regimes and immigration procedures to permit frictionless movement across borders.

​Digital Transformation & Investment: Leveraging modern technology platforms and regional investments to boost destination readiness.

​By framing these discussions at the foot of Great Zimbabwe—a centuries-old symbol of trade, civilization, and architecture—delegates underscored a shared commitment to building a more connected and competitive tourism ecosystem across Africa.