ZIMBABWE SHINES AT ITB BERLIN 2026

With global tourism leaders and operators converging in Berlin, Germany, for ITB Berlin 2026, Zimbabwe has emerged as a prominent force on the international stage. Led by the Minister of Tourism and Hospitality Industry, Hon. Barbara Rwodzi, the Zimbabwean delegation utilized the world’s leading travel trade show to reinforce a cohesive “Experience Zimbabwe” brand through a series of high-level diplomatic and commercial engagements. Minister Rwodzi commenced the event with a comprehensive tour of the Zimbabwe Stand, engaging with co-exhibitors to ensure a unified national presence before proceeding to a marathon of strategic meetings.

The day’s agenda was anchored by a landmark heritage-centred discussion with UNESCO Director Peter Warren. This meeting spotlighted the Great Zimbabwe and Khami Ruins monuments as they celebrate their 40th anniversary as World Heritage Sites. This milestone serves as a centrepiece for Zimbabwe’s global positioning, emphasizing the nation as a premier destination for cultural and heritage tourism.

To ensure this message reaches the widest possible audience, strategic marketing talks were held with CNN International Commercial to explore enhanced international visibility. Furthermore, engagements targeting the Benelux market and updates from Africa Magazine advanced the rollout of a dedicated German-language publication intended to deepen market penetration across German-speaking countries.

A pivotal engagement was held with Mr. Rohan Vos, the owner of Rovos Rail, whose luxury trains are essential to the high-end travel corridor between South Africa and Victoria Falls. The discussions centred on exciting new routes that would further integrate the regional tourism economy. These proposed journeys include a South Africa–Beitbridge–Great Zimbabwe–Malawi/Mozambique line, as well as a significant emerging corridor linking South Africa and Victoria Falls with Zambia and the Democratic Republic of the Congo.

To support these ambitious travel routes, Minister Rwodzi addressed critical immigration matters pertaining to visa facilitation. She assured Mr. Vos and his team that the Ministry of Tourism is working in active consultation with the Ministry of Home Affairs and Cultural Heritage and the Ministry of Foreign Affairs and International Trade. They are currently assessing several countries for possible removal from Zimbabwe’s visa requirements to enhance seamless travel and destination competitiveness.

The delegation also met with Amadeus for Destinations to discuss harnessing data-driven decision-making for long-term growth. In attendance throughout these high-stakes meetings were Zimbabwe’s Ambassador to Germany, Her Excellency Alice Mashingaidze, and the Chief Executive Officer of the Zimbabwe Tourism Authority, Dr. George Manyaya. Together, these engagements signal a transformative era for Zimbabwe’s tourism, blending historic legacy with modern, data-backed strategy.