PURE AFRICA ACHIEVES GREEN TOURISM SILVER CERTIFICATION IN ZIMBABWE

Pure Africa has been awarded the Green Tourism Silver certification, marking a significant milestone not only for the company but for Zimbabwe’s broader tourism sector.

The Victoria Falls-based operator is the first non-accommodation tourism business in Zimbabwe to receive the certification, and one of only 14 organisations in the country currently holding the award.

Green Tourism is widely recognised as one of the world’s leading sustainability certification programmes for travel and hospitality, with nearly three decades of independent verification behind it. 

Certification is based on detailed assessment by industry experts and requires clear, measurable evidence across environmental, social and operational criteria.

A three-year journey to certification

Achieving Silver certification reflects a sustained, long-term commitment. Over a three-year period, Pure Africa focused on refining operations, gathering verifiable data and embedding sustainable practices across all aspects of the business.

Rather than introducing isolated initiatives, the process documented an existing operational approach built over time. This includes the use of solar power across vessels and waterfront facilities, an on-site water filtration system that removes the need for single-use plastic bottles, biodegradable planting materials and active glass recycling.

Local sourcing also plays a key role, with beef and fresh produce supplied by Zimbabwean farms, supporting regional supply chains and reducing environmental impact.

Beyond operational measures, the company contributes monthly to Greenline Africa, while team members are actively involved in community initiatives, including the 67 Blankets Campaign.

From intention to evidence

A key distinction of the Green Tourism certification is its focus on verified impact. The process moves beyond stated commitments, requiring businesses to demonstrate that sustainability practices are embedded, consistent and measurable.

For travel buyers and partners, this provides a level of assurance that aligns with growing demand for transparency and accountability in the tourism value chain.

A broader shift in tourism standards​

The recognition of operators such as Pure Africa reflects a wider shift across Southern Africa’s tourism sector, where sustainability is increasingly expected to be practical, measurable and integrated into daily operations.

Across the Africa’s Eden network, this approach is being supported through ongoing initiatives that connect tourism businesses more directly to responsible supply chains and verified impact.

Programmes such as the Africa’s Eden Community & Conservation network and the Sigma Africa’s Eden collaboration are focused on strengthening these links, helping members align operational practices with broader environmental and social outcomes.

As more businesses move towards independently verified standards, the region is steadily building a more credible and transparent tourism ecosystem.

Setting the benchmark

For Pure Africa, the Green Tourism Silver Award represents both recognition and responsibility. It signals that the systems behind the guest experience are aligned with international best practice, while also setting a benchmark for continued improvement.

As sustainability becomes an increasingly important factor in travel decision-making, certifications such as this are likely to play a growing role in shaping how destinations and operators are positioned, sold and experienced.