VICTORIA FALLS TARGETED AS ZIMBABWE PUSHES GLOBAL TOURISM INVESTMENT DRIVE

VICTORIA FALLS is being positioned for a bigger share of international tourism investment as Zimbabwe steps up efforts to use economic diplomacy, diaspora networks and technology to attract capital into the country’s tourism sector.

The push was outlined at the Sanganai/Hlanganani/Dzimbahwe Tourism Investment Forum in Masvingo, where Foreign Affairs and International Trade Minister Professor Amon Murwira said tourism has been elevated to one of the six pillars of Zimbabwe’s foreign policy.

The strategy could open new opportunities for Victoria Falls hotels, tour operators, restaurants, transport companies, conference facilities, activity providers and emerging tourism businesses looking to access international markets and investment.

The Government says its diplomatic network is being transformed into a business-facing platform, with embassies and consulates expected to actively market Zimbabwe, attract visitors and connect international investors with tourism opportunities in the country.

Victoria Falls was specifically identified alongside Great Zimbabwe and Zimbabwe’s wildlife conservancies as one of the country’s major tourism assets where international investment can help build a stronger domestic economy.

The emphasis is not simply on attracting more tourists, but on ensuring that visitor spending translates into jobs, local business growth, community development and infrastructure improvements.

For businesses in Victoria Falls, this presents an opportunity to position the destination not only as a place to visit, but as a place to invest, establish partnerships and build tourism enterprises.

Hotels could benefit from new hospitality investment and international partnerships, while tour operators and activity providers could gain access to new markets through stronger global promotion.

Local restaurants, transport operators, curio and craft businesses, conference and events companies and other suppliers could also benefit from increased visitor spending as the destination grows.

The investment drive comes with an emphasis on protecting the natural assets that attract visitors to Victoria Falls.

The Government says it is pursuing green investment and technology partnerships to strengthen climate resilience and protect ecological assets such as Victoria Falls.

The objective is to ensure that tourism development does not come at the expense of the environment, but instead creates a sustainable tourism economy capable of supporting future generations.

Technology and Artificial Intelligence are also being placed at the centre of Zimbabwe’s tourism strategy.

The Government says AI and digital technologies will be used to fundamentally change how Zimbabwe packages, markets and manages tourism, while diplomatic networks will be leveraged to reach international audiences directly.

Data governance and ethical AI frameworks are also expected to form part of the digital transition.

For Victoria Falls tourism businesses, the opportunity could mean stronger digital marketing, smarter destination promotion and greater access to international travellers searching for experiences in Zimbabwe.

Zimbabweans living abroad are also being targeted as a potential source of tourism investment.

The Government wants to create structured platforms that allow the diaspora to participate as investors, tourism venture partners and brand ambassadors connecting Zimbabwe with global business networks.

That could create opportunities for Victoria Falls businesses seeking Zimbabwean partners abroad, particularly in hospitality, tourism technology, transport, events and destination marketing.

The broader message coming out of the Tourism Investment Forum is that Zimbabwe wants to move beyond simply attracting tourists.

It wants to attract the capital, technology, partnerships and expertise that can expand the tourism industry and increase the economic value generated by every visitor.

For Victoria Falls — already one of Zimbabwe’s flagship tourism destinations — the opportunity is significant.

But the next step will be turning the investment pitch into actual projects, new businesses, expanded hotels, stronger local suppliers, new jobs and greater participation by communities and local entrepreneurs.

The Government says its investment strategy is underpinned by a commitment to a secure and predictable environment, describing Zimbabwe as “safe, stable and open for business.”

For Victoria Falls, the question is no longer simply how to attract more tourists — but how to ensure the next wave of global tourism investment creates lasting opportunities for businesses and communities in the destination.