Staff Writer
Harare — Dr George Munyaradzi Manyaya has been appointed Chief Executive Officer of the Zimbabwe Tourism Authority (ZTA), a move expected to inject renewed momentum into an industry seeking revitalisation, innovation and strategic growth.
Manyaya brings extensive experience in stakeholder relations, corporate communications and strategic leadership, gained across both the private and public sectors. His appointment comes at a critical time as Zimbabwe seeks to strengthen its competitiveness in an increasingly dynamic global tourism market.
He previously served as Public Relations Manager at Mbada Diamond, where he built a reputation for strategic communications, brand management and stakeholder engagement in a highly regulated operating environment.
These skills are regarded as directly relevant to tourism, an industry that relies heavily on perception management, storytelling and international visibility.
Tourism experts note that Zimbabwe’s ability to project a compelling narrative — highlighting attractions such as Victoria Falls, the Great Zimbabwe Monument and its diverse natural landscapes — remains central to attracting global travellers.
Manyaya’s background in reputation management is expected to support renewed efforts to position the country as a premier destination for leisure, business and eco-tourism.
Following his tenure at Mbada Diamond, Manyaya held senior stakeholder relations roles at NetOne and later at ZESA Holdings.
At both institutions, he was responsible for managing relationships with government, regulators, business partners and communities, experience seen as critical in a sector that depends on close coordination between public authorities, private operators and local communities.
His governance credentials include board memberships at NetOne and the Zimbabwe National Road Administration (ZINARA), where he participated in strategic planning and oversight at national level.
Observers say this exposure provides valuable insight into infrastructure development, digital connectivity and service delivery — all key enablers of a competitive tourism ecosystem.
Zimbabwe’s tourism sector continues to face challenges, including stiff regional competition, infrastructure constraints and the need to fully recover from the effects of the COVID-19 pandemic.
However, the country’s rich cultural heritage and natural attractions are widely regarded as offering significant untapped potential.
As CEO of the ZTA, Manyaya is expected to focus on strengthening global marketing efforts, deepening partnerships across government and the private sector, improving visitor experience, and reinforcing institutional capacity within the authority.
His appointment has been welcomed by industry stakeholders as a signal of renewed strategic intent.
With tourism contributing significantly to employment and foreign currency earnings, expectations are high that his leadership will help translate Zimbabwe’s tourism potential into measurable growth and sustainable development
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