Zimbabwe has intensified efforts to consolidate its position in the lucrative North American tourism market following the launch of the Africa’s Eden Roadshow in Atlanta, Georgia, as the country seeks to build on strong visitor growth from the United States, its largest overseas source market.
Tourist arrivals from the United States have risen significantly from 18,756 in 2021 to 109,959 in 2025, reaffirming the country’s status as Zimbabwe’s leading international overseas source market. The sustained growth has reinforced the importance of Zimbabwe’s participation in the multi-city Africa’s Eden Roadshow, which is targeting six cities across the United States and two in Canada to promote the country’s tourism products and strengthen relationships with the North American travel trade.
Representing the Minister of Tourism and Hospitality Industry, Hon Barbara Rwodzi, Zimbabwe Tourism Authority Chief Executive Dr George Manyaya reiterated Government’s commitment to sustainable tourism development, improved destination accessibility, tourism investment and strengthened public-private partnerships under the **Experience Zimbabwe** destination brand.
Addressing American travel advisors, Dr Manyaya encouraged the travel trade to discover “A World of Wonders” and experience Africa the Zimbabwean way, highlighting Zimbabwe’s diverse tourism attractions, rich cultural heritage and renowned hospitality. He said the country’s tourism strategy is focused on positioning Zimbabwe for sustained growth in its most valuable overseas market while expanding opportunities for investment and destination development.
The Atlanta engagement delivered positive outcomes, with 12 travel advisors, including specialists in African destinations, expressing strong interest in increasing Zimbabwe’s profile within the North American travel market. Discussions revealed growing demand for itineraries that extend beyond the country’s flagship attractions of Victoria Falls, Hwange National Park and Mana Pools National Park.
Travel advisors showed particular interest in developing packages featuring the Eastern Highlands, Great Zimbabwe, Matobo and Gonarezhou National Park, reflecting a shift towards authentic, immersive and lesser-known tourism experiences.
In a further boost for destination marketing, Tri Sij Travel confirmed its readiness to begin selling Zimbabwe as part of its travel portfolio, signalling expanding commercial opportunities for the country’s tourism sector in North America.
The programme concluded with commitments to provide destination training for American travel advisors, strengthen collaboration between the North American travel trade and Zimbabwean Destination Management Companies (DMCs), and encourage participation in the forthcoming Sanganai/Hlanganani Dzimbahwe World Tourism Expo scheduled to be held in Masvingo.
Tourism officials believe the partnerships forged during the Atlanta leg of the roadshow will enhance Zimbabwe’s destination visibility, increase visitor arrivals and support long-term tourism growth from the country’s leading overseas source market as the Africa’s Eden Roadshow continues across North America.
