By Jonathan Mbiriyamveka
MAZOWE – The foundation for Zimbabwe’s next tourism blueprint was laid this week as the Ministry of Tourism and Hospitality Industry launched the first in a series of nationwide consultative workshops to develop the National Tourism and Hospitality Strategy (NTTS).
Speaking at the opening of the workshop held at Baradzanwa Cultural Centre, Permanent Secretary Dr Takaruza Munyanyiwa described the gathering as the beginning of a journey that would chart the course for the sector’s development over the coming years.
“This workshop marks the beginning of a nationwide consultative process to develop the National Tourism and Hospitality Strategy,” Dr Munyanyiwa said.
“Four additional workshops will be held to ensure that views are gathered from across the country.
“This inclusive approach will enable the development of a practical, nationally owned strategy that reflects the diverse opportunities, priorities and aspirations of all tourism stakeholders.”
The Permanent Secretary underscored the importance of reflection as a starting point for the strategy development process.
“As we begin charting the course for the Tourism Sector Strategy, it is essential to reflect on our past and present to inform the future we seek to build,” he said.
“By examining our achievements, acknowledging the challenges we have faced, and assessing the emerging trends shaping the sector, we establish a strong foundation for informed decision-making.
“This collective reflection will ensure that the new strategy is firmly grounded in experience, responsive to current realities, and well-positioned to drive sustainable growth, resilience, competitiveness, and long-term success.”
Dr Munyanyiwa stressed that the strategy must be built on a critical analysis of the current state of the tourism sector.
“We therefore need to do a critical analysis of the current state of the tourism sector to provide a compass for our strategic interventions,” he said.
“It enables us not only to consolidate the gains already achieved but also to address gaps with clarity and purpose.”
The Permanent Secretary invited stakeholders to imagine what Zimbabwe’s tourism sector could look like by the end of the decade.
“From this vantage point, we are called to imagine the Zimbabwe tourism sector of 2030, a sector that is globally competitive, inclusive, resilient, and a driver of sustainable socio economic transformation,” Dr Munyanyiwa said.
“This vision must inspire bold strategies, innovative partnerships, and decisive action that will position tourism as a cornerstone of national development under Vision 2030.”
A key component of the workshop was the structured assessment of the sector through a SWOT analysis, examining strengths, weaknesses, opportunities, and threats.
“As we break into our respective groups, it is essential that we critically assess our current situation to shape the future of Zimbabwe’s tourism sector,” the Permanent Secretary explained.
“Conducting a SWOT analysis will provide a structured assessment of the sector’s strengths, weaknesses, opportunities, and threats, enabling us to identify strategic priorities, build on our competitive advantages, address key constraints, capitalize on emerging opportunities, and mitigate potential risks.
“This process will ensure that the Tourism Sector Strategy is evidence-based, forward-looking, and responsive to the evolving tourism landscape.”
Dr Munyanyiwa outlined the reflection questions that would guide participants in their deliberations, asking what the major strengths of Zimbabwe’s tourism sector are today, what the biggest weaknesses limiting sector growth are, what opportunities have emerged since 2025, and what major threats the strategy should prepare for.
He also encouraged participants to think beyond current realities and imagine the future direction of the sector, posing questions about what Zimbabwe should be internationally recognised for, what type of tourism should receive greater emphasis, which visitor markets should be prioritised, how communities should benefit, what role technology should play, how sustainability should be embedded, and what investments are most urgent.
“Imagining Zimbabwe’s tourism sector in 2030 is a critical step in developing the Tourism Sector Strategy, as it enables us, as key stakeholders, to look beyond current realities and collectively shape a shared vision for the future,” he said.
“This forward-looking perspective helps align our priorities, inform strategic decisions, and guide actions that strengthen resilience, enhance competitiveness, and drive inclusive and sustainable tourism growth.”
Following the opening remarks, participants broke into thematic groups for guided discussions aimed at generating practical insights and strategic recommendations.
“Ladies and gentlemen, through these reflections, we lay a solid foundation for developing evidence-based, inclusive, and responsive strategies for our NTSS,” Dr Munyanyiwa said.
“We now proceed to the next segment of our programme guided group discussions. This session provides an opportunity for each thematic group to generate practical insights, innovative ideas, and strategic recommendations to inform the objectives, interventions, and implementation priorities under each strategic pillar of the NTSS.”
The Permanent Secretary urged participants to bring their collective expertise and experiences to bear on the process.
“Your collective expertise and experiences are invaluable in shaping a strategy that is ambitious, implementable, and responsive to the evolving needs of Zimbabwe’s tourism sector,” he said.
“We encourage open, constructive, and solution-oriented discussions as we work together to chart the future of tourism in Zimbabwe.”
The remaining four workshops will be held in other parts of the country as the consultation process continues.
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