ZTA RENEWS PUSH TO TURN “LOCAL” INTO “LEGENDARY” THIS SCHOOL HOLIDAY SEASON

The Zimbabwe Tourism Authority (ZTA) is reminding citizens that growing domestic tourism remains one of its key strategic objectives, as the authority continues to champion its long-running “ZimBho” campaign ahead of the upcoming school holiday season.

The ZimBho drive, first launched by the Ministry of Tourism and Hospitality Industry through ZTA to help the sector recover from the disruptions of the Covid-19 pandemic, has since grown into an ongoing pillar of Zimbabwe’s tourism strategy. Built around the idea that Zimbabweans should see their own country before looking abroad, the campaign carries slogans such as “iZimYami” (it’s mine) and “Vakatsha” (let’s explore), encouraging citizens and the diaspora alike to rediscover destinations closer to home.

ZTA argues that domestic tourism delivers benefits that extend well beyond the individual traveller. When Zimbabweans holiday within their own borders, spending stays within the local economy, supporting hotels, lodges, tour operators, and small businesses that depend on visitor traffic. The authority also points to reduced foreign currency leakage as a key advantage, since money that might otherwise be spent on international travel instead circulates domestically. Beyond the economics, officials say the campaign is also about deepening national pride, encouraging Zimbabweans to connect with the country’s heritage, landscapes, and wildlife firsthand rather than only through pictures or stories.

This year’s push calls on every Zimbabwean to visit at least one new destination within the country’s borders. The list of possible destinations spans the full breadth of Zimbabwe’s tourism offering: the cool highlands of Nyanga in the Eastern Highlands, the vast wilderness of Hwange Game Reserve, the remote and rugged beauty of Gonarezhou National Park in the southeast, and the geological wonder of the Chinhoyi Caves in Mashonaland West. Officials note that with such a wide range of destinations and price points, there is an option suited to nearly every family and budget.

The timing of the renewed campaign is deliberate, aligning with the school holiday period when families traditionally look for activities and getaways. ZTA and industry stakeholders have previously used similar seasonal windows, including festive-season pushes, to encourage travel packages, discounted rates, and community-level partnerships aimed at making local travel more accessible.

As Zimbabwe’s tourism sector continues its post-pandemic recovery, with steady growth in both arrivals and receipts recorded in recent years, ZTA is framing domestic tourism not as a secondary market but as a foundation for the industry’s long-term resilience. The authority’s message for the coming school holidays is simple: explore a new corner of Zimbabwe, and turn a local trip into a lasting memory.