By Aldridge Dzvene
HARARE, Zimbabwe’s tourism industry is strengthening its foothold in the lucrative North American market, with the United States maintaining its position as the country’s largest overseas source market after visitor arrivals surged by nearly six-fold over the past four years.
Tourist arrivals from the United States increased from 18 756 in 2021 to 109 959 in 2025, reflecting growing international confidence in Zimbabwe as a preferred African destination and underscoring the success of Government’s efforts to reposition the country under the Experience Zimbabwe destination brand.
The encouraging figures come as Zimbabwe embarks on the Africa’s Eden Roadshow, a strategic tourism promotion campaign covering six cities in the United States and two in Canada. The initiative seeks to strengthen destination awareness, attract high-value visitors and deepen partnerships with North American travel professionals.
Representing the Minister of Tourism and Hospitality Industry, Hon Barbara Rwodzi, Zimbabwe Tourism Authority Chief Executive, Dr George Manyaya, reaffirmed Government’s commitment to sustainable tourism development, improved destination accessibility, tourism investment and stronger public-private partnerships as key pillars of the country’s tourism growth strategy.
Addressing travel advisors in Atlanta, Dr Manyaya encouraged the American travel trade to experience “A World of Wonders” and discover Africa the Zimbabwean way, highlighting the country’s rich cultural heritage, diverse tourism products and renowned hospitality.
The roadshow also reflects Zimbabwe’s deliberate strategy of diversifying tourism markets while consolidating its presence in established high-value source markets. North American visitors are generally recognised for longer stays and higher spending patterns, making the market strategically important to the country’s broader tourism and economic development objectives.
The Atlanta engagement produced encouraging commercial outcomes, with twelve travel advisors, including Africa destination specialists, expressing interest in expanding Zimbabwe’s profile within the North American travel industry. Beyond the internationally acclaimed Victoria Falls, Hwange National Park and Mana Pools National Park, advisors sought information on emerging destinations such as the Eastern Highlands, Great Zimbabwe, Matobo and Gonarezhou National Park, reflecting increasing demand for authentic, immersive and less-explored travel experiences.
In another positive development, Tri Sij Travel confirmed its readiness to begin selling Zimbabwe as a destination, creating fresh opportunities to increase visitor arrivals from the United States and Canada.
The programme also secured commitments to strengthen destination training for travel advisors, enhance collaboration between American travel agencies and Zimbabwean Destination Management Companies, and encourage participation in the forthcoming Sanganai/Hlanganani World Tourism Expo in Masvingo.
These commitments are expected to improve Zimbabwe’s visibility within one of the world’s most competitive outbound tourism markets while creating long-term business partnerships capable of generating sustained visitor growth.
The continued rise in arrivals from the United States demonstrates that Zimbabwe’s tourism recovery is increasingly being driven by strategic international marketing, product diversification and strengthened industry partnerships. As global travel continues to rebound, the North American market is expected to remain a critical driver of tourism growth, foreign currency earnings and investment, contributing significantly to Zimbabwe’s Vision 2030 aspiration of building a prosperous, upper middle-income economy through a vibrant and competitive tourism sector.
