Zimbabwe’s tenure as chair of the Southern African Development Community (SADC) has not only elevated its diplomatic profile but also ignited a surge in Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, leaving a tangible economic and developmental footprint across the country. From the iconic Victoria Falls to the Eastern Highlands, Kariba, and Great Zimbabwe, the past year has seen a steady stream of high-profile events transforming Zimbabwe’s tourism landscape into a strategic driver of Vision 2030 aspirations.
The resort city of Victoria Falls emerged as the nerve centre of this activity, hosting landmark gatherings such as the Regional World Children’s Day, the 40th Annual SADC Technical Barriers to Trade Co-operation Structures meeting, and the Meeting of SADC Ministers of Employment and Labour and Social Partners. May brought the 57th plenary assembly of the SADC Parliamentary Forum and the SADC Statistics Committee Meeting, while June saw the Eastern and Southern Africa regional branch of the International Council on Archives (ESARBICA) conference, as well as the SADC Ministers of Finance and Investment and Peer Review panel meetings. The momentum continued with the global stage arrival of the Ramsar Convention on Wetlands (COP15), one of the largest environmental gatherings Zimbabwe has hosted.
The impact of these events has rippled well beyond conference rooms. “The MICE business is increasing visitor numbers to various destinations, notably the Eastern Highlands, Kariba, Great Zimbabwe, and especially Victoria Falls. We are seeing growth from local, regional, and international tourists. This brings revenue for local businesses, downstream operators, and creates short-term job opportunities linked to these events,” Kalai Safaris Managing Director, Mr Charles Chakanya said. The economic reach of MICE tourism extends to small enterprises, as Rainforest Indigenous Traders Association Chairperson, Mr Tatshibona Ndebele, noted: “When visitors come, they buy the artworks and crafts we market. We source from local artists, so when our business improves, theirs does too, and that means we can hire more staff.”
For local authorities, these gatherings are more than economic windfalls, they are reality checks on infrastructure readiness. Victoria Falls Town Clerk, Mr Ronnie Dube, highlighted that COP15 revealed a shortfall of more than 2 000 rooms in the city, prompting plans to avail land for hospitality expansion. Hospitality Association of Zimbabwe Acting President, Mrs Emmah Kativu, stressed the year-round advantage: “The beauty of MICE tourism is that it does not rely on festive seasons. Delegates fill our meeting rooms, conference facilities, and hotels, increasing room occupancy, foreign currency earnings, and benefits across the value chain from farmers to transport operators.”
Government policy is firmly aligned with this momentum. Minister of Tourism and Hospitality Industry, Honourable Barbra Rwodzi, affirmed that MICE tourism is a strategic priority: “We want Zimbabwe to be a destination of choice for conferences, conventions, and major gatherings. The turnout at the recent Ramsar gathering exceeded expectations, with some delegates accommodated in private homes due to room shortages.”
Tourism is increasingly recognised as a core pillar in Zimbabwe’s quest to become an upper-middle-income society by 2030, with MICE tourism providing a steady, reliable flow of visitors and investment outside traditional holiday seasons. As Zimbabwe hands over the SADC chairmanship to Madagascar this month, it does so having strengthened its credentials as a capable host of global and regional gatherings, experience and infrastructure gains that will continue to position the country as a competitive, year-round business tourism hub on the road to Vision 2030.
