Home » TOURISM NEWS » Zimbabwe Joins Canada, United States, China, Singapore, and More Countries in Rebranding Global Tourism, Positioning Itself as a Competitive Global Player with NDS2
Published on
March 12, 2026
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Zimbabwe is making significant strides in rebranding its tourism sector, joining countries like Canada, the United States, China, Singapore, and more in positioning itself as a competitive global player. Through the introduction of the National Development Strategy 2 (NDS2), Zimbabwe aims to revitalize its tourism industry, boost international perceptions, and attract a wider range of global visitors. This strategic shift underscores the country’s commitment to sustainable growth and enhanced tourism experiences, ensuring it becomes a key destination on the global tourism map.
Zimbabwe is on the brink of a transformative era in tourism, driven by the strategic vision of the Second Republic under President Mnangagwa. With the implementation of the National Development Strategy 2 (NDS2) for the period 2026-2030, tourism is positioned as a critical driver of economic development. The ambitious goal is to achieve US$5 billion in annual revenue from tourism, create 500,000 jobs, and establish a globally recognized Brand Zimbabwe by 2030. This vision is not just about incremental growth but represents a well-structured, policy-driven revitalization of the tourism sector.
The Five Tourism Brand Pillars of NDS2
NDS2 presents a clear framework for tourism development with five interconnected pillars: product diversification, digital connectivity, infrastructure modernization, heritage valorization, and international marketing excellence. These pillars are the foundation for building a brand proposition for Zimbabwe that is authentic, competitive, and scalable, placing the country as a prominent global tourism destination.
A key driver of this transformation is the appointment of Zimbabwe’s Minister of Tourism, who was recently recognized as “Tourism Minister of the Year – Africa” at the 2026 PATWA Awards in Berlin.
This recognition underscores Zimbabwe’s growing influence on the global tourism stage. Such accolades provide the country with valuable marketing capital that can be utilized to increase tourist arrivals and contribute to the realization of NDS2’s ambitious tourism objectives.
A Cultural Renaissance Driving Tourism
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Zimbabwe’s rich cultural heritage forms the cornerstone of its tourism potential. A remarkable example of this is the mentorship story between Zimbabwean musician Bvure and a Japanese academic, who was once a student and is now a globally recognized scholar of Zimbabwean music and culture. Through this relationship, Zimbabwe has established cross-cultural connections that have contributed to the development of cultural tourism. Bvure’s rural home in Chihota has transformed into a center for international cultural learning, with students from around the world coming to study Zimbabwean music.
The influence of Zimbabwean music, particularly the Mbira, has reached global audiences, particularly in Japan and the United States. Academic tourists traveling to Zimbabwe to explore the roots of Mbira music not only gain insights into the culture but return as advocates for the country. This high-value, high-return tourist profile is one that NDS2 seeks to cultivate, as academic tourists tend to stay longer, spend more, and establish deeper connections with local communities. Moreover, these tourists often generate organic international media coverage, promoting Zimbabwe authentically through their work and research.
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Diaspora-Led Tourism: A Key Model for Zimbabwe
Another powerful avenue for growth in Zimbabwe’s tourism sector is leveraging its diaspora. Zimbabwean expatriates have played a crucial role in promoting the country’s culture abroad, particularly through music and art. By offering Mbira music lessons and cultural experiences in countries like Canada, the Zimbabwean diaspora has successfully marketed Zimbabwe as a cultural tourism destination.
Diaspora-led tourism is a cost-effective and organic way to engage with global markets. Students who learn about Zimbabwe’s music, traditions, and landscapes develop a personal and emotional connection to the country. Canada, with its proximity to the United States and a large, globally mobile middle class, offers an ideal market for cultural tourism. The connection between Zimbabweans abroad and their homeland creates a powerful form of tourism marketing, which NDS2 should formally support and expand.
Global Lessons for Tourism Branding
NDS2’s tourism strategy is inspired by successful global examples. China, for instance, grew its tourism industry from 10 million to 60 million annual visitors by focusing on UNESCO heritage promotions and digital marketing. Zimbabwe, with its UNESCO-listed Great Zimbabwe Monument and Mana Pools, can emulate this strategy by leveraging its cultural and natural heritage sites to attract global tourists.
Zimbabwe can also look to Singapore, which attracts millions of visitors annually by offering curated tourism experiences, including its UNESCO-recognized hawker culture. By formalizing its artisan markets and gastronomy around attractions like Victoria Falls and the Great Zimbabwe Monument, Zimbabwe can create similarly compelling tourism experiences. Additionally, Japan’s “Cool Japan” strategy, which has turned its traditional arts into a USD 46 billion industry, offers a model for Zimbabwe to adopt as it seeks to build its cultural tourism sector.
Investing in Infrastructure and Physical Assets
To build a credible tourism brand, the visitor experience must align with the country’s brand promise. Zimbabwe is making significant investments in tourism infrastructure, such as expanding Victoria Falls International Airport, which will become a regional hub capable of handling larger aircraft. Similarly, the modernization of Beitbridge Border Post and the Kazungula Bridge, which connects Zimbabwe with neighboring countries, are vital for improving regional connectivity under the UniVisa KAZA framework.
Investments are also being made in eco-lodges in Hwange National Park, home to Africa’s largest elephant population, and in repositioning the Great Zimbabwe Monument as a heritage site rivaling Egypt’s ancient monuments. These physical investments, when marketed effectively and presented digitally, will drive increased tourism and contribute to the country’s overall economic growth.
Zimbabwe is rebranding its tourism sector through the National Development Strategy 2 (NDS2), joining global players like Canada, the U.S., China, and Singapore to enhance its competitiveness and attract more international visitors.
The Future of Zimbabwe’s Tourism
With its rich cultural heritage, strategic investments in infrastructure, and a growing emphasis on international cultural engagement, Zimbabwe is well-positioned to become a major player in the global tourism industry. The NDS2 plan, with its five key pillars, provides a roadmap for achieving the ambitious goal of US$5 billion in tourism revenue by 2030. By leveraging cultural assets, supporting diaspora-led tourism, and investing in modern infrastructure, Zimbabwe is ready to embrace a new era of tourism that will benefit its economy and its people.
