The award winning Minister of Tourism and Hospitality Barbara Rwodzi on Friday 27th March officially launched a renewed domestic tourism campaign anchored on heritage, culture, and local gastronomy, as the government intensifies efforts to grow the sector through community-based business models.
The initiative, spearheaded by the Ministry of Tourism and Hospitality Industry, builds on a heritage-based tourism strategy that has been under implementation for the past two years. The strategy seeks to integrate tourism into the broader economy by promoting local enterprises, indigenous knowledge systems, and authentic Zimbabwean experiences.
Speaking at the launch held at Baradzanwa in Mazowe, Minister Rwodzi said domestic tourism remains the backbone of sustainable growth in the sector.
“This strategy is about building an economy around our heritage. Tourism is not just travel, it is a business which is about empowering communities through local gastronomy, culture, and heritage,” she said.
The event, hosted at the historic Baradzanwa site where the spirit medium Mbuya Nehanda was captured, brought together all who attended dressed in national fabric, celebrating the Zimbabwean identity through food, music, and storytelling.
Guests were treated to a variety of traditional dishes, including sadza rezviyi and indigenous delicacies, complemented by Mapfura wine made from the local fruit, showcasing the country’s growing gastronomy tourism offering.
Minister Rwodzi emphasized that the heritage-based approach is transforming tourism into a viable economic driver by supporting small businesses and rural communities.
“The only hope for preserving our heritage lies in how we live, the way we talk, dress, and even the food we eat. If we want to teach our children about our country, it starts from the table,” she said.
The strategy has been heavily influenced by First Lady Auxillia Mnangagwa, whose initiatives have promoted traditional cuisine and cultural preservation at local and international levels. Her work has earned recognition from UN Tourism and UNESCO for advancing gastronomy and heritage tourism.
Rwodzi noted that Zimbabwe is now positioning itself as a leader in gastronomy tourism in Africa, with a focus on storytelling and authenticity.
“When tourists come to Zimbabwe, they are not looking for machines or modern technology. They want to experience our culture, our food, and our way of life,” she said.
She added that the ministry has clustered tourism into 13 categories, including cultural tourism, medical tourism, sports tourism, and MICE tourism, to ensure targeted growth and diversification.
Highlighting Zimbabwe’s unique attractions, the Minister pointed to iconic sites such as Victoria Falls, Great Zimbabwe, and the Eastern Highlands as key pillars of the country’s tourism appeal.
“Heritage is not just about monuments, it is about our people, our resilience, and our values. The Zimbabwean smile, our hospitality, and our work ethic are what sets us apart,” she said.
The launch also featured a vibrant cultural showcase, including a performance by Elysium Magna with a moving spoken word presentation depicting the story of Mbuya Nehanda, reinforcing the importance of storytelling in tourism.
Officials said the promotion of domestic tourism is critical in encouraging Zimbabweans, particularly the youth, to explore their country, appreciate their heritage, and support local industries.
“You have not travelled until you have experienced your own country,” Rwodzi said. “When Zimbabweans begin to value their culture, their food, and their heritage, then we will have truly succeeded.”
The domestic tourism drive is expected to boost local travel, strengthen cultural identity, and position Zimbabwe as a competitive destination built on authenticity and heritage.
