A Heritage-Based Economy – Zimbabwe Bets on Culture, Sports, and MICE to Drive Tourism Growth
By Jonathan Mbiriyamveka
Harare – Zimbabwe is embracing its rich cultural DNA to spearhead a bold new chapter in tourism, as the government rolls out a sector blueprint that places heritage at the heart of economic development.
Speaking at the official launch of the Tourism and Hospitality Industry Policy, Tourism Minister Barbara Rwodzi emphasized that the country’s new strategy will lean heavily on culture, heritage, sports, and business events tourism (MICE) to reposition Zimbabwe as a top African destination.
“Strategically, Your Excellency, we have come up with 12 clusters of the sector. Leading our focus is culture and heritage — because Zimbabwe is a heritage-based economy,” Rwodzi said, addressing President Mnangagwa at the launch.
This pivot to experience-driven tourism aims to redefine how visitors engage with Zimbabwe — from the world-famous Victoria Falls to vibrant cultural festivals, sacred sites, and community-run heritage experiences in rural districts.
Also under the spotlight is sports tourism, with plans to harness Zimbabwe’s sporting assets — from golf and marathons to international fixtures — to attract both spectators and athletes.
The MICE sector is being reinvigorated too, with Zimbabwe positioning itself as a hub for regional and international conferences.
The new clusters aim to unlock localized opportunities by decentralizing tourism development, ensuring that rural communities benefit directly from heritage tourism, and that young people find employment and entrepreneurial pathways through culture.
“We’re not just selling places anymore. We’re selling identity, storytelling, and authentic Zimbabwean experiences,” said a Tourism Ministry spokesperson.
As global travellers seek meaningful, sustainable experiences, Zimbabwe’s strategy reflects a broader continental shift toward homegrown tourism narratives, rooted in African pride and cultural depth.
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