By Jonathan Mbiriyamveka
As the world reawakens from the slump of the COVID-19 pandemic, Zimbabwe has emerged as a surprising success story in the tourism sector, particularly in its flourishing relationship with China.
According to Stanley Banda, the Tourism Attache of Zimbabwe in China and ASEAN, the southern African country has not only bounced back to pre-pandemic levels but has also surpassed its historical peak of Chinese arrivals.
“In 2023, we had about 26,000 arrivals from China,” Banda shared during an interview with China Africa Talk.
“And by April 2024, we had already surpassed the record we set back in 2009–2011, with over 46,000 Chinese visitors., in 2019 we had 21958 visitors and in 2022 we had 23422.”
This exponential growth is not coincidental. Zimbabwe has strategically repositioned itself by actively engaging Chinese travelers through dedicated tourism offices in Beijing and Hong Kong.
These outposts function not just as promotional platforms but as cultural ambassadors that build familiarity and trust between Chinese tourists and Zimbabwean destinations.
Banda attributes much of this surge to the increasing power of digital word-of-mouth.
“Chinese tourists are good at sharing their experiences through social media. Their friends then follow in their footsteps,” he said.
From the awe-inspiring Victoria Falls to the rich biodiversity of Hwange National Park, Zimbabwe is leveraging its natural wonders and cultural heritage to appeal to the preferences of Chinese travelers.
The government’s efforts, combined with the support of the Zimbabwe Tourism Authority, are translating into economic gains, job creation, and global recognition.
In the post-Covid world, where health safety, cultural curiosity, and sustainability are key travel motivators, Zimbabwe’s China-focused strategy serves as a model for other African nations looking to diversify their tourism markets.
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