From December 15 to 17, more than 30 countries and regions converged on Harbin for the 11th Global Tourism Economy Forum, exploring fresh pathways for the industry. For Zimbabwe, this was more than a meeting—it marked the country’s first appearance as guest of honor.
Stanley Banda, Zimbabwe’s Tourism Attaché to the Chinese mainland and ASEAN, says the timing couldn’t be better. As Zimbabwe gears up to host roles at the United Nations Tourism General Assembly in 2025, its Minister of Tourism will serve as a Vice President, cementing the nation’s growing leadership in global tourism.
Driving their forum agenda was a simple goal: learn from global best practices and position Zimbabwe as a resilient, inclusive destination. Banda points to Heilongjiang province in the Chinese mainland as a standout example. Once a cold-season hotspot, the province has diversified its offerings into festivals, winter sports and cultural attractions, making tourism a year-round engine for growth.
“We cannot rely on one product or one season,” Banda says. “Tourism must be an all-year offering, appealing to different market segments.”
Key insights focused on heritage-based tourism, which puts people and communities at the heart of development. Zimbabwe is now expanding its portfolio with gastronomy trails, community tourism, women-led markets, farm-to-table experiences and flagship events—all designed to fill low-season gaps and generate steady livelihoods.
Tourism is already a powerhouse in Zimbabwe’s economy. In 2024, the sector contributed around 17 percent of GDP, ranking third after mining and agriculture, while creating thousands of direct and indirect jobs.
Banda stresses that engagement goes beyond attracting visitors. By joining global forums, Zimbabwe is seeking investment, skills development, policy exchange and joint marketing opportunities—hallmarks of deeper China–Africa tourism cooperation under the UN Tourism framework.
Drawing inspiration from the Chinese mainland’s integration of culture and tourism—particularly through rural revitalization and protecting intangible cultural heritage—Banda underlines that “culture is the foundation of tourism.” This focus on cultural pride and immersive experiences is shaping Zimbabwe’s roadmap.
Looking ahead, Banda sees people-to-people exchanges as vital, especially among youth. Strengthening not only physical connections but also cultural bonds, he believes, will unlock the next chapter of Zimbabwe’s tourism story.
Reference(s):
cgtn.com
