Home » TRAVEL NEWS » Zimbabwe Sees Record-Breaking Tourism Growth in 2025 with Global Accolades, Strategic Campaigns, and Strong International Arrivals
Published on
January 4, 2026
In 2025, Zimbabwe experienced a surge in international tourism, driven by strategic advancements, global recognition, and several innovative campaigns. The country made remarkable strides in positioning itself as a premium travel destination, attracting millions of visitors through its diverse offerings and increasing international visibility. Several initiatives, ranging from global accolades to domestic tourism promotions, played a pivotal role in the tourism sector’s continued growth. These efforts have not only enhanced the country’s profile but have also laid the foundation for sustained tourism development in the years to come.
1. Global Recognition as the Best Country to Visit in 2025
Zimbabwe’s reputation as a top international travel destination was solidified when it was named the World’s Best Country to Visit in 2025 by a leading global travel publication. This prestigious accolade brought much-needed visibility to Zimbabwe’s diverse natural attractions, vibrant wildlife, and rich cultural heritage. As a result, the country’s appeal surged, attracting a growing number of international visitors eager to explore its unique landscapes and offerings. The recognition greatly contributed to the increase in tourist arrivals, strengthening Zimbabwe’s position in the global tourism market.
2. Strategic International Marketing and Travel Show Participation
In 2025, Zimbabwe strengthened its global presence by actively engaging in major international travel agent forums and exhibitions, such as the Las Vegas Travel Agent Forum. These platforms enabled Zimbabwe’s tourism authorities to showcase its rich offerings to key operators in source markets like the USA and Canada. This strategic participation not only raised Zimbabwe’s profile but also increased inbound travel, as tour operators were introduced to the country’s tourism products in a focused and impactful way. These efforts were key in reaching untapped markets and fostering partnerships with global travel agencies.
3. Domestic Tourism Boosted by the 2025 Festive Season Campaign
The Zimbabwe Tourism Authority (ZTA) and the Ministry of Tourism and Hospitality Industry launched the 2025 Domestic Tourism Festive Season campaign to encourage Zimbabweans to explore their own country. The initiative was particularly promoted in regions like Kariba and Masvingo, urging local residents to discover their cultural heritage, natural wonders, and diverse landscapes. The campaign resulted in increased local accommodation bookings, boosted sales of local crafts, and promoted tourism awareness across Zimbabwe’s provinces. This drive not only enhanced local engagement with the tourism sector but also contributed to the overall growth of Zimbabwe’s economy.
4. Cultural and Community Engagement Through Competitions
To further engage domestic and regional visitors, the ZTA hosted Provincial Cookout Competitions throughout Zimbabwe in April 2025. These competitions celebrated the country’s rich culinary traditions while also offering a platform for community involvement. Regions such as Manicaland, Matabeleland South, and Bulawayo participated in these vibrant events, integrating cultural experiences into Zimbabwe’s broader tourism calendar. The competitions attracted both local and regional tourists, adding a unique cultural flavor to Zimbabwe’s tourism portfolio.
5. Enhanced Air Connectivity and Infrastructure Development
Zimbabwe’s continued tourism growth in 2025 can also be attributed to improvements in air connectivity and the expansion of infrastructure. Major airports, including Victoria Falls and Robert Mugabe International Airport, saw enhanced capacity, making Zimbabwe a more accessible destination for international tourists. Additionally, upgrades to road corridors and transportation infrastructure improved overall travel convenience, encouraging more visitors to choose Zimbabwe as a travel destination. These infrastructure improvements laid the foundation for smoother travel experiences and higher visitation rates.
6. Targeted Marketing and Strategic Government Priorities
The Zimbabwe government further emphasized the importance of tourism in the country’s economic development by allocating substantial budget resources to marketing and tourism initiatives. Through strategic efforts, the country launched marketing campaigns targeting emerging markets like Russia, Brazil, and Nigeria. These efforts were backed by the deployment of tourism attachés to these regions to attract a broader international audience. This approach ensured that Zimbabwe’s tourism offerings were promoted to non-traditional markets, expanding its reach and growing visitor numbers.
7. International Conservation and Sustainable Tourism Partnerships
Zimbabwe’s commitment to sustainable tourism and biodiversity protection was highlighted through its partnership with the European Union. This collaboration focused on promoting eco-friendly travel practices while ensuring the preservation of Zimbabwe’s natural heritage. By combining conservation efforts with tourism development, Zimbabwe positioned itself as a leader in responsible tourism. This international partnership was integral in attracting tourists who are increasingly focused on sustainable travel experiences.
8. Robust Tourism Performance Data and Growth Reporting
In 2025, the Zimbabwe National Statistics Agency (Zimstat) played a crucial role in tracking the country’s tourism performance. The Tourist Arrivals Index and other key data points revealed strong year-on-year growth, with Zimbabwe welcoming over 1.38 million international visitors by Q3 2025. The country also reported a 15% rise in foreign arrivals compared to 2024, underscoring the positive impact of the various campaigns and initiatives. These statistics, along with improved accommodation occupancy rates, were shared globally, becoming a valuable asset for tourism promoters and strengthening Zimbabwe’s position in international markets.
Verified Tourism Growth Outcomes in 2025
The collective efforts of these campaigns and advancements resulted in impressive tourism growth throughout 2025.
The Q3 2025 recorded over 1.38 million total visitors, marking a 15% increase in international arrivals compared to the previous year.Accommodation occupancy rates showed significant improvements, with room night occupancy increasing by 4.9 percentage points and bed night occupancy rising by 1.7 percentage points.The Tourist Arrivals Index showed an increase of 5.4% quarter-on-quarter, demonstrating consistent growth in international tourism.
These advancements reflect a sustained upward trend in Zimbabwe’s tourism sector, signaling strong growth potential for the coming years.
Conclusion: Zimbabwe’s Future as a Leading Global Travel Destination
The tourism sector in Zimbabwe has made significant strides in 2025, propelled by a mix of international recognition, targeted marketing campaigns, infrastructure developments, and a focus on sustainability. With record increases in international arrivals, Zimbabwe is positioning itself as a leading global travel destination. Continued investment in tourism marketing and partnerships, along with the promotion of its unique cultural and natural attractions, will ensure Zimbabwe remains a top choice for travellers worldwide in the coming years.
