By Jonathan Mbiriyamveka
Harare – Beyond its economic role, tourism is now at the heart of Zimbabwe’s engagement and re-engagement efforts, according to Tourism Minister Barbara Rwodzi, who described it as a “bridge-builder” in international diplomacy.
Speaking at the launch of the Tourism and Hospitality Industry Policy, Rwodzi emphasized that tourism plays a key role in soft power diplomacy, helping Zimbabwe reshape its international image, build cultural ties, and attract strategic partnerships.
“The tourism sector plays a significant role in attracting foreign direct investment and facilitates continuous engagement and re-engagement efforts,” the Minister said.
Under the leadership of President Emmerson Mnangagwa, Zimbabwe has aggressively pursued an “open for business” mantra, with tourism acting as a non-political conduit for reconnecting with global markets, especially after years of international isolation.
Tourism events, cultural exchanges, and destination marketing campaigns have created platforms for rebuilding diplomatic relationships, while also allowing citizens of other countries to experience Zimbabwe firsthand — not through the lens of politics, but through its people, landscapes, and heritage.
The growing number of international delegations, cultural troupes, and business tourists visiting Zimbabwe is proof that travel can build trust, open dialogue, and encourage multilateral partnerships.
“International visitors constantly affirm Zimbabwe as a peaceful country with hardworking and hospitable people,” Rwodzi said.
As Zimbabwe climbs the ladder of Africa’s most visited destinations, tourism is no longer just about leisure — it’s a strategic tool in Zimbabwe’s broader foreign policy and economic revival.
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