By Jonathan Mbiriyamveka
As international travel halted during the pandemic, domestic tourism became the lifeline for many economies.
In both China and Zimbabwe, this shift has not only sustained the tourism sector but also catalyzed community-based development.
In China, the emphasis on rural tourism has transformed remote villages into vibrant destinations.
Zhou Mi, a senior researcher at the Chinese Academy of International Trade and Economic Cooperation, recounted a story of a village woman in southwestern China.
Initially hesitant to host visitors, she now operates a successful village inn. Her visibility and customer base grew rapidly thanks to online platforms like Ctrip, where customer reviews boosted her reputation.
“She was proud to introduce the history of the village and local food. With improvements in services, she attracted more and more visitors,” Zhou said.
This case exemplifies how China’s strategy of empowering local hosts has created economic ripple effects across less-developed areas.
Zimbabwe has mirrored this approach through its ZIMBHO campaign (Zimbho means “Let’s travel” in Shona), launched in 2020 to stimulate domestic tourism.
Stanley Banda, the Tourism Attache of Zimbabwe in China and ASEAN emphasized the campaign’s collaborative nature.
“ZIMBHO is an all-stakeholder initiative. We include communities, the private sector, media, and more. Everyone plays a role.”
The campaign encourages Zimbabweans to explore their own country, fostering national pride while boosting local economies.
The integration of youth, women, and SMEs into the tourism value chain ensures that growth is inclusive and sustainable.
Together, these stories from China and Zimbabwe demonstrate how domestic tourism can do more than bridge financial gaps—it can become a foundation for inclusive national development.
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