Zimbabwe, a landlocked country in southern Africa, is home to some of the world’s most spectacular natural and cultural attractions, such as the Victoria Falls, the Great Zimbabwe National Monument, and diverse wildlife resources. Tourism is one of the main pillars of its economy, contributing to foreign currency earnings and employment opportunities. However, the sector has faced many challenges recently, such as political instability, economic sanctions, and the COVID-19 pandemic.
Zimbabwe has adopted a “Look East” policy to overcome these difficulties and strengthen its bilateral and trade relations with Asian countries, especially China. China is Zimbabwe’s fourth-largest trading partner and its most significant source of investment, with stakes in various sectors such as agriculture, mining, construction, and energy. China is also becoming an important source market for Zimbabwe’s tourism industry, with a target of reaching $1.2 billion in annual revenue by 2025.
According to the Zimbabwe Tourism Authority (ZTA), the number of Chinese tourists visiting Zimbabwe increased by 15% in 2021, reaching 19,428 arrivals. This makes China the second largest source market for Zimbabwe in Asia, after India. The ZTA expects this number to grow further in 2023 as more Chinese travelers seek new and exotic holiday destinations.
China and Zimbabwe have a long history of friendship and cooperation, dating back to the struggle for liberation against colonial rule. China supported Robert Mugabe’s guerrilla movement with arms and training and established diplomatic relations with Zimbabwe at its independence in 1980. Since then, China has been a consistent ally of Zimbabwe, respecting its sovereignty and non-interference in its internal affairs.
The two countries have also signed several agreements to enhance tourism cooperation, such as visa facilitation, cultural exchange, and joint marketing. In 2022, China gifted Zimbabwe a new parliament building and conference center, boosting the country’s capacity to host international events and attract more visitors. China also provides training and scholarships for Zimbabwean tourism professionals and students.
Zimbabwe offers a variety of tourism products and experiences for Chinese tourists, such as wildlife safaris, cultural heritage tours, adventure activities, and scenic landscapes. Some of the popular attractions include the Hwange National Park, which hosts the second largest elephant population in the world; the Mana Pools National Park, which is a UNESCO World Heritage Site; the Chimanimani National Park, which has stunning quartzite mountains; and the Matobo Hills National Park, which has ancient rock paintings and historical sites.
However, some challenges and opportunities exist for improving the tourism relations between China and Zimbabwe. Some challenges include the need for more direct flights, language barriers, cultural differences, visa requirements, and negative perceptions. Some of the opportunities include the development of new products and services tailored to Chinese preferences, such as cuisine, entertainment, shopping, health, and wellness; the use of digital platforms and social media to promote Zimbabwe’s destination image and brand; and the creation of partnerships and networks between tourism stakeholders in both countries.
As the world celebrates World Tourism Day 2023 with the theme of “Tourism and Green Investments”, Zimbabwe hopes to leverage its tourism potential to achieve sustainable development and recovery from the pandemic. By attracting more Chinese tourists and investors, Zimbabwe can enhance its economic growth, social inclusion, environmental protection, and cultural diversity.
Source: Business Insider Africa
