Zimbabwe made its debut as a guest of honor at the 11th Global Tourism Economy Forum in Harbin this month, signaling a strategic push to leverage cultural assets for sustainable growth. With tourism contributing 17% of its GDP in 2024, the Southern African nation aims to transform into a year-round destination through innovative partnerships and community-focused strategies.
Learning From Global Models
Tourism Attaché Stanley Banda highlighted Heilongjiang's success in overcoming seasonal limitations as a blueprint for Zimbabwe. "We cannot rely on one product or one season," Banda told KhabarAsia, emphasizing new initiatives like gastronomy trails and women-led community tours designed to create all-year economic opportunities.
Cultural Heritage as Economic Engine
The forum's focus on heritage-based tourism aligns with Zimbabwe's strategy to decentralize economic benefits. Recent projects include farm-to-table experiences near Victoria Falls and cultural festivals showcasing Shona stone sculpture traditions. These efforts aim to complement existing nature-based attractions while preserving local identities.
China-Africa Synergy in Focus
Banda stressed that Zimbabwe's engagement with the Chinese mainland extends beyond visitor numbers. "Culture is the foundation of tourism," he noted, pointing to China's rural revitalization programs as models for sustainable development. Both nations are exploring joint training programs for tour guides and digital marketing campaigns ahead of the 2025 UN Tourism General Assembly.
Connectivity Beyond Infrastructure
With direct flights between Harare and Beijing launching earlier this year, Zimbabwe seeks to deepen people-to-people exchanges. Youth-focused cultural residencies and academic partnerships are being prioritized to build long-term understanding between Asian and African communities.
