At the 11th Global Tourism Economy Forum in Harbin (Dec 15–17), Zimbabwe made a splash as guest of honor for the first time. Stanley Banda, Zimbabwe’s Tourism Attaché to China and ASEAN, says the timing was perfect: Zimbabwe is gearing up to take on a key role at the upcoming UN Tourism General Assembly in 2025, with its Minister of Tourism serving as a Vice President. 🎉
Zimbabwe’s main goal? Learn from the world’s best and transform into a resilient, inclusive destination that thrives all year—no more relying on one season or one attraction. 🗓️✨
The standout inspiration? Heilongjiang’s journey from seasonal hotspots to a full-calendar tourism engine. ‘We cannot rely on one product or one season,’ Banda reminds us. ‘Tourism must be an all-year offering.’
Heritage-based tourism is at the heart of the strategy, putting communities front and center. Zimbabwe plans to expand:
- Gastronomy tours 🍲 – from sadza staples to spicy peri-peri bites
- Community stays 🏘️ – homestays and village visits that uplift rural areas
- Women-led markets 💃 – showcasing local artisans and entrepreneurs
- Farm-to-table experiences 🚜 – fresh picks straight from Zimbabwean farms
- Signature events 🎉 – cultural festivals to fill low-season gaps
These moves are more than cool ideas. In 2024, tourism contributed about 17% of Zimbabwe’s GDP—its 3rd biggest sector after mining and agriculture—and supported thousands of jobs.
Banda points out that Zimbabwe’s engagement with China goes way beyond holiday snaps. Events like Harbin’s forum open doors for:
- Investment talks 💼
- Skills exchanges 🤝
- Policy swaps 📝
- Joint marketing 🌐
All under the UN Tourism framework, boosting China-Africa cooperation in travel and beyond.
China’s secret sauce? Blending culture with tourism through rural revitalization and protecting intangible heritage—think traditional crafts, music, and dance. ‘Culture is the foundation of tourism,’ Banda says. Zimbabwe is tapping into this vibe to spark local pride and grow domestic travel.
Looking ahead, Banda emphasises people-to-people connections, especially among youth. It’s not just about flights and roads; it’s about forging deeper links between travellers and their own cultures. Every journey is a chance to learn, share, and connect. 🌱✈️
Keep an eye on Zimbabwe—it’s cooking up a cultural tourism feast you won’t want to miss! 😉
Reference(s):
cgtn.com
