Tourism in Zimbabwe is expected to grow by at least 3.1% in 2026 driven by international tourists anticipated to arrive from the major source markets due to enhanced marketing.
The enhanced destination promotion marketing will focus on showcasing the country`s rich natural heritage, cultural diversity and hospitality.
Speaking during the 2026 National Budget presentation in the National Assembly, Finance, Economic Development and Investments Promotion Minister Mthuli Ncube said about 1.87 million tourists are expected to come into the country, as a result of the massive marketing efforts.
‘’In 2026, the tourism sector is expected to grow by 3.1%, driven by arrivals from major source markets. International tourist arrivals are forecasted to reach 1.87 million, up from 1.79 million in 2025, driven by enhanced marketing and greater visibility of Zimbabwe’s iconic destinations such as Victoria Falls, Hwange National Park, and the Eastern Highlands.
‘’To support this growth trajectory, a Budget allocation of ZiG339 million has been set aside to bolster the operations of the Ministry of Tourism and Hospitality Industry. This will enable the Ministry to accelerate the development of the tourism sector through the implementation of strategic initiatives, expanding marketing Zimbabwe tourist destination abroad and solidifying the country’s position as a leading tourism destination of choice,’’ he said.
The Finance Minister added that the country will also increase visibility in promising regional and global markets, by deploying tourism attache’s.
‘’In 2026, government will continue to strengthen market development and diversification through deploying tourism attachés to six additional emerging markets, namely, Russia, Brazil, Canada, Nigeria, Turkey and Australia. This strategic expansion aims to broaden the country’s presence both regionally and globally, increasing visibility in these promising source markets,’’ he said.
The government through the Ministry of Tourism and Hospitality Industry has already flighted advertisement for the six tourism attache’s.
Meanwhile, the government has also indicated that it will also strengthen bilateral and multilateral cooperation to boost the country’s image and tourism development by adopting global best practices. Investments in market research and joint marketing initiatives for key tourism products and corridors will be upscaled.
As part of promoting Meetings Incentives Conferences and Exhibitions (MICE) it will continue to bid for international conferences to be held in Zimbabwe.
‘’In addition, government will continue bidding for major international conferences through the National Convention Bureau and actively participate in flagship tourism expos, meetings and exhibitions at regional and international levels.
‘’As the global market shifts toward a digital economy, priority will be on investing in digital marketing infrastructure, particularly artificial intelligence, to enhance competitiveness, critical to accelerating the country`s performance on the global tourism landscape.’’
