Michael Tome

Business Reporter

Zimbabwe Tourism Authority has urged Zimbabweans to take a more active role in supporting domestic tourism, stressing that the success of the sector hinges on citizens embracing their own heritage, culture and local destinations.

Speaking during the launch of the domestic tourism campaign on Friday, ZTA chief executive Dr George Manyaya acknowledged that while efforts have been made to promote local travel, more needs to be done to encourage Zimbabweans to appreciate their own country.

He emphasised that domestic tourism must start with a sense of national pride, with citizens taking the lead in exploring and celebrating Zimbabwe’s cultural and historical assets.

The initiative, anchored on celebrating Zimbabwe’s unique identity, seeks to encourage citizens to explore local destinations while preserving the country’s diverse cultural assets, including its arts, languages, and historical traditions.

Dr Manyaya noted that the shift in strategy within the tourism sector places domestic travellers at the centre of growth.

He said that through building a strong local tourism base, Zimbabwe can create a more sustainable and resilient industry.

“We have made progress, but it is not enough. What is encouraging, however, is that Zimbabweans are beginning to love themselves more and to appreciate their own food, visit their monuments, museums and areas of interest.”

“We need to promote our heritage, our culture and our authenticity to our own people first. Until Zimbabweans are travelling across the country and valuing these experiences, then we can say we have done enough,” said Dr Manyaya.

Promoting domestic travel can help stabilise revenues, while strengthening cultural identity and community-based tourism initiatives.

As the campaign gains momentum, stakeholders are hopeful that a renewed focus on local participation will translate into increased tourism activity, broader economic benefits and a stronger sense of national pride.

The domestic tourism campaign is aimed at stimulating economic growth, strengthening national identity, and promoting Zimbabwe’s rich cultural heritage.

Also speaking at the launch, ZTA chairman Mr Farai Chiimba emphasised that domestic tourism remains a critical pillar for sustainable growth in the sector, particularly in the face of global travel uncertainties.

“Our heritage is our greatest asset. We can only truly excel when we embrace and celebrate who we are as a people. This is key to unlocking our full potential,” said Mr Chiimba.

Through mobilisation of local travellers, the Government aims to create a more resilient tourism industry while supporting businesses across the value chain.

The initiative is expected to enhance visitor experiences while generating income for local communities.

Players note that increased domestic tourism can have a multiplier effect on the economy, supporting sectors such as hospitality, transport, retail and the creative industries.

This comes at a time when the Government is prioritising tourism as a key contributor to gross domestic product and foreign currency earnings.

As the campaign rolls out, stakeholders are optimistic that increased local participation in tourism will drive revenue and deepen appreciation of Zimbabwe’s cultural richness, reinforcing its status as a must-visit destination.