Zimbabwe tourism sector benefits from China market

Authorities in Zimbabwe are driving an ambitious national tourism strategy aimed at positioning the country as a premier destination.

Following the launch of the 2026-30 national tourism strategy in July, the government has set a target to scale the tourism sector into a $5 billion industry by 2030.

This is supported by booming infrastructure investments, relaxed tourist visa requirements, and improved regional flight capacities, and the tourism sector is demonstrating a rapid rebound.

In September, Zimbabwe hosted its annual tourism trade expo, which witnessed a record 405 exhibitors and 153 international buyers attending the 19th Sanganai/Hlanganani World Tourism 2026 Expo in Masvingo, home to the Great Zimbabwe World Heritage Site.

The largest number of buyers and traders were drawn from China, Japan, Belgium, Germany, the United Kingdom, the United States, Singapore, the United Arab Emirates, and South Africa.

Delivering his address at the expo, Zimbabwe President Emmerson Mnangagwa said the country's tourism sector was consolidating its position as a leading contributor to gross domestic product, and pledged that the government would continue removing restrictive barriers affecting the sector's growth.

He said that investments in the tourism industry had more than tripled to $132 million in the first half of this year, up from $40 million in the same period last year.

"It is evident that Zimbabwe is on the rise again and despite the various global realities, the country is consolidating its position as one of the best and must-visit tourist destinations," he said.

This comes as Chinese visitors explore trekking expeditions in Zimbabwe, drawn by the country's favorable climate, wildlife, golf tourism and experiential gastronomy, among other attractive destinations and offerings.

The increase in Chinese tourists has also seen hotels and other hospitality service companies employing more Chinese-speaking workers.

According to the Zimbabwe Tourism Authority, 10,366 Chinese tourists arrived in Zimbabwe in the first quarter of this year, up from 8,373 during the same period last year — reflecting China's growing role in Zimbabwe's tourism economy.

The growth in Chinese visitors to Zimbabwe has also been attributed to Zimbabwe implementing relaxed visa controls, which allow Chinese nationals to obtain visas upon arrival at ports of entry to encourage both tourism and business travel.

Zimbabwe's Finance, Economic Development and Investment Promotion Minister, Mthuli Ncube, said the tourism sector attracted over $1 billion in investments between 2021 and 2025.

The writer is a freelance journalist for China Daily.