By Jonathan Mbiriyamveka
HARARE – In a major boost for the country’s tourism sector, Government has approved the relaunch of the Tourism Joint Marketing Committee, a collaborative platform between industry and the Zimbabwe Tourism Authority (ZTA) dedicated to destination marketing, market development, and coordinated tourism promotion.
The announcement was made by Permanent Secretary Dr. Takaruza Munyanyiwa, speaking on behalf of Tourism and Hospitality Industry Minister Hon. Barbara Rwodzi at ZTA’s inaugural Annual General Meeting held at Hyatt Regency Hotel on 16 June 2026.
The move comes in direct response to industry requests for a more coordinated and unified approach to marketing Destination Zimbabwe.
A Unified Brand, A Unified Voice
“In response to industry requests, Government has approved the relaunch of the Tourism Joint Marketing Committee,” Dr. Munyanyiwa announced to delegates.
“I urge the Committee to move with urgency in advancing a unified Destination Zimbabwe brand and unlocking new opportunities in both domestic and international markets.”
The Joint Marketing Committee will bring together industry stakeholders and ZTA to align marketing strategies, pool resources, and present a cohesive Zimbabwean tourism brand to the world. The initiative is expected to strengthen Zimbabwe’s competitiveness in the global tourism marketplace.
Industry Collaboration: A Key to Growth
The Minister also expressed gratitude to the tourism industry, particularly through the Tourism Business Council of Zimbabwe, for its constructive engagement and continued partnership.
“Tourism growth requires collaboration, and Government values your contribution to building a stronger and more resilient sector,” he said.
The relaunch signals Government’s commitment to listening to industry concerns and responding with tangible action. For tourism operators who have long called for more coordinated marketing efforts, the committee represents a significant victory.
Tourism: A Strategic Economic Pillar
Dr. Munyanyiwa reiterated that tourism remains one of Zimbabwe’s most strategic economic sectors and a key driver of Vision 2030.
He noted that National Development Strategy 2 (NDS2) identifies tourism as a key growth driver through its focus on destination competitiveness, product diversification, digital transformation, infrastructure development, and sustainable tourism practices.
The Minister acknowledged that while Zimbabwe continues to receive increasing international recognition as a tourism destination, these achievements must translate into tangible outcomes.
“While these achievements are encouraging, they must translate into increased tourist arrivals, higher tourism receipts, more jobs, stronger community benefits and greater investment flows,” Dr Munyanyiwa said.
“We must therefore intensify efforts towards destination promotion, product diversification, digital innovation, improved service standards and enhanced visitor experiences.”
Heritage-Based Tourism
Under President Emmerson Dambudzo Mnangagwa’s leadership, Zimbabwe has embraced a heritage-based tourism development model that leverages the country’s rich cultural heritage, gastronomy, wildlife, arts, history, and traditions.
The Minister noted that this approach is increasingly defining Destination Zimbabwe while ensuring communities actively participate in and benefit from tourism development.
The Road Ahead
The Tourism Joint Marketing Committee is expected to move with urgency to advance the unified Destination Zimbabwe brand and unlock new opportunities in both domestic and international markets.
The Minister encouraged the Board, Management, and Staff of ZTA to continue building an institution that exemplifies excellence, accountability, and good corporate governance.
“Let us work together to build a tourism sector that is competitive, inclusive, resilient and transformative; one that contributes meaningfully to Vision 2030, advances the objectives of NDS2 and showcases the very best of Zimbabwe to the world,” he concluded.
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