Zimbabwe Shines on Global Stage at WTM Africa 2025

Zimbabwe has taken centre stage at the World Travel Market (WTM) Africa 2025, showcasing its diverse tourism offerings and strategic vision to reinvigorate the sector. Held at the Cape Town International Convention Centre from April 9 to 11, the global event brought together travel industry professionals from across the world and Zimbabwe was among the 96 countries proudly participating.

Led by the Ministry of Tourism and Hospitality Industry in collaboration with the Zimbabwe Tourism Authority (ZTA), the country’s delegation featured 15 top-tier tourism operators. This strong showing reflects a renewed push by Zimbabwe to reposition itself as a premier destination in Africa and beyond.

Zimbabwe’s participation aims to reconnect with traditional source markets, tap into emerging tourism regions, and elevate its brand as a destination of rich heritage, pristine wilderness, and cultural authenticity. The Ministry’s strategy centres on rebuilding confidence in the country’s travel sector and promoting tourism as a pillar of national economic growth.

While iconic attractions such as Victoria Falls, Hwange National Park, and Great Zimbabwe remain key drawcards, there has been a deliberate move to spotlight under-promoted gems such as Lake Kariba, Mana Pools, and the lush Eastern Highlands. These lesser-known locales are attracting growing interest from buyers seeking unique, off-the-beaten-path adventures.

The opening day of WTM Africa 2025 witnessed vibrant activity at the Zimbabwe exhibition stand, with delegates engaging in a full slate of business meetings and networking sessions.

International buyers were particularly drawn to information about the upcoming Sanganai/Hlanganani/Kumbanayi World Tourism Expo, which for the first time will be hosted in Mutare from September 10–12, 2025.

Mutare’s selection has stirred excitement among global travel planners eager to explore fresh destinations beyond the country’s traditional hotspots. This aligns with the Ministry’s goal to decentralize tourism and unlock economic potential in regions with untapped visitor appeal.

Another notable development at this year’s event was the marked increase in participation from West African buyers, especially from Nigeria. This signals a rising interest in Southern Africa among West African tourists and represents a promising opportunity for regional market integration.

Zimbabwe’s high-impact participation at WTM Africa is expected to yield valuable partnerships, increased tourist arrivals, and stronger brand visibility. To capitalize on this momentum, authorities are prioritizing continued engagement with buyers, aggressive marketing of the September tourism expo, and policy reforms, particularly around visa facilitation to ease access for international travellers.

As global tourism rebounds post-pandemic, Zimbabwe’s performance at WTM Africa 2025 confirms that the country is not only open for business but poised to reclaim its place as one of Africa’s most captivating travel destinations.

Tafadzwa G Matsa