By Jonathan Mbiriyamveka
Zimbabwe has once again demonstrated it has a compelling tourism offering and ready to engage meaningfully with the global travel market.
This came out at this year’s edition of the World Travel Market (WTM) Africa, from April 9 to 11, 2025 where Zimbabwe is among the 96 countries participating in, at the Cape Town International Convention Centre.
Overally, Zimbabwe’s participation at WTM Africa 2025 has made a strong impression.
The delegation’s efforts are expected to translate into greater destination visibility, increased tourist traffic, and valuable business leads.
The Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority are leading Zimbabwe’s participation which has seen 15 key players from the tourism industry taking part at this global tourism event.
The country’s presence at this premier global event reflects its commitment to reviving and repositioning the tourism sector as a cornerstone of national economic growth.
The overarching objective of Zimbabwe’s participation is to reconnect with established markets, open new ones, and enhance the country’s profile as a competitive and attractive tourism destination.
WTM Africa offers an exceptional platform for networking, forging strategic partnerships, and engaging with global buyers.
The event has also allowed Zimbabwe to promote its lesser-known tourism regions such as Kariba, Mana Pools, and the Eastern Highlands, which continue to draw interest from buyers seeking off-the-beaten-path experiences.
The first day of the exhibition saw strong engagement at the Zimbabwe stand,
with industry players reporting full schedules of business meetings and networking engagements. Interest from international buyers was high,
With many seeking information on the upcoming Sanganai /Hlanganani /Kumbanayi World Tourism Expo, which will be held in Mutare this year from 10-12 September 2025.
The choice of Mutare has sparked curiosity among buyers, particularly those looking for fresh destinations beyond the well-known Victoria Falls and Hwange.
A notable trend this year was the increased presence of buyers from Nigeria, reflecting growing interest in Southern African destinations among West African travellers.
Continued follow-up with buyers, proactive marketing of the Sanganai/Hlanganani Expo, and efforts to address visa challenges will be essential in sustaining the momentum generated in Cape Town.
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