ZTA BOSS PLEDGES TO SURPASS 2025 EARNINGS

Zimbabwe Tourism Authority (ZTA) boss, Dr George Manyaya, has vowed to set a new tone at the Authority, pledging to transform the sector and surpass the US$1,3 billion earned in 2025 by the end of this year.

Appearing before the Parliamentary Portfolio Committee on Tourism and Hospitality, Dr Manyaya said they have put in place various mechanisms to ensure that ZTA meets its targets.

Dr Manyaya highlighted that ZTA is responsible for developing, managing and marketing Zimbabwe as a tourist destination.

He said its vision is to make Zimbabwe a must-visit destination and a leader in sustainable tourism in Africa by 2030.

Dr Manyaya also indicated that the tourism sector experienced an estimated 10 percent increase in receipts last year, from US$1,180 billion in 2024 to US$1,301 billion in 2025.

He also told the committee that investment rose from US$190 million to US$194 million in 2025.

The ZTA boss said international tourist arrivals increased by 16 per cent, from 1 103 173 in 2024 to 1 277 143 in 2025, while overseas visits decreased by two percent, from 510 728 in 2024 to 500 426 in 2025.

Dr Manyaya also indicated that ZTA will focus on improving standards and industry competitiveness through strengthened compliance by undertaking enforcement, routine inspections and compliance audits.

They will also focus on increasing demand, visibility and global competitiveness through the promotion of domestic and regional tourism, as well as expansion into priority markets.

Zimbabwe’s tourism offering will also be broadened and strengthened through the development of gastronomy, cultural heritage, agro-tourism, sports, and religious tourism.

However, Dr Manyaya acknowledged that more still needs to be done to improve cultural and heritage-based tourism, which he described as an important pillar in the tourism industry.

“I think we are not doing much, and we continue to try and sustain our efforts, but I must say that it is part of our pillar, it’s one of our pillars to ensure that we do this,” he said.

Dr Manyaya also told the committee that about 1 200 new facilities have been registered so far.

“The only challenge is that some of them are not visible; you do not even know that it is a BnB. They just do their things. Then if you want to go there, they only give you their address when you have paid.

“But I want to assure you that our team is making efforts to ensure that we register everyone to ensure compliance,” he said.

Source