TOURISM MARKET EXPANSION GAINS MOMENTUM IN SYDNEY

Zimbabwe’s drive to expand its tourism footprint in the Australian market gained significant traction this week as the country intensified strategic engagement with the Australian travel trade through a high-level Tourism Industry Roundtable in Sydney.

The event, convened jointly by the Ministry of Tourism and Hospitality Industry, the Zimbabwe Tourism Authority (ZTA) and the Zimbabwe Embassy in Australia, brought together more than 50 Australian tour wholesalers, tour operators and travel agencies at the Ace Hotel, marking a notable step in Zimbabwe’s efforts to grow market share and unlock new business opportunities in one of its key long-haul source markets.

Addressing industry leaders at the gathering, the Minister of Tourism and Hospitality Industry, Hon Barbara Rwodzi, reaffirmed Zimbabwe’s Engagement and Re-Engagement agenda, anchored on the guiding principles of “Zimbabwe is Open for Business” and “Zimbabwe is a Friend to All and an Enemy to None.” The Minister positioned the country as a safe, peaceful and competitive African destination for leisure, investment and business tourism, while emphasising the longstanding ties between Zimbabwe and Australia.

Framing tourism as a strategic pillar of economic growth, Rwodzi showcased Zimbabwe’s globally recognised attractions, including Victoria Falls, Great Zimbabwe, Lake Kariba, Hwange National Park and the Eastern Highlands, encouraging Australian trade partners to promote longer visitor stays capable of generating higher tourism expenditure and broader community benefits. She further detailed Zimbabwe’s cluster-based tourism development strategy, pointing to growing opportunities in rural tourism, religious tourism, community-based tourism, culture and heritage tourism, and sports tourism.

Particular attention was given to the 2027 ICC Cricket World Cup, which Zimbabwe will co-host alongside Namibia and South Africa. The Minister described the tournament as a unique platform for packaging cricket experiences alongside wildlife safaris and cultural itineraries, offering visiting fans an opportunity to combine sport with Zimbabwe’s broader tourism offering.

Rwodzi also highlighted government efforts to strengthen destination accessibility through improved air and road connectivity, citing Air Zimbabwe’s newly launched Harare-London service, which commenced on 22 July 2026, as a milestone expected to bolster international access and support sustained tourism growth over the coming years.

The roundtable concluded with Zimbabwean music and cultural performances, offering delegates a taste of the country’s heritage while reinforcing confidence among trade partners for stronger tourism collaboration. Organisers say the engagement is expected to translate into increased tourist arrivals, greater investment interest and more sustainable tourism growth as Zimbabwe continues to position itself within competitive long-haul markets such as Australia.