mbulelo smpofu
Sikhulekelani Moyo, mskhulekelani16@gmail.com
THE Ministry of Tourism and Hospitality Industry, in collaboration with the Zimbabwe Tourism Authority (ZTA), has launched the “Meet and Greet” campaign at all major entry points across the country.
The initiative aims to promote Zimbabwe’s tourism sector by welcoming visitors, providing information about tourist attractions, and encouraging extended stays in the country.
Speaking during the campaign at Joshua Mqabuko Nkomo International Airport in Bulawayo yesterday, Tourism and Hospitality Industry Deputy Minister Tongai Mnangagwa, highlighted the importance of tourism to Zimbabwe’s economy and the need to maximise its growth potential.
“The meet and greet campaign is meant to receive visitors coming into the country, including returnees from the diaspora, and inform them about more places they can visit. Someone might come with a specific place in mind, like Victoria Falls or Matopos, but through this campaign, we can suggest other attractions such as Great Zimbabwe and Nyanga,” he said.
“This interaction allows us to make visitors feel welcomed and show that Zimbabwe is open for tourism as much as it is open for business.”
The Deputy Minister explained that the campaign is being implemented countrywide, with senior officials stationed at various entry points.
“I’m here at the JMN International Airport, Minister Barbara Rwodzi is in Victoria Falls, and our Permanent Secretary is in Beitbridge,” he said.
From Bulawayo, Deputy Minister Mnangagwa will proceed to Plumtree, while Minister Rwodzi’s next stop is Kazungula Border Post.
“We will work throughout the festive season, ensuring visitors are received warmly and addressing any delays at airports or border posts,” he said.
Deputy Minister Mnangagwa assured visitors that Zimbabwe is prepared to receive large numbers of tourists, citing ongoing expansion of facilities funded through the Tourism Fund.
“The tourism sector is performing well, with new hotels and accommodation facilities being developed across the country. Here in Bulawayo, I have visited three new boutique hotels and they are amazing facilities,” he said.
The Deputy Minister also noted an increase in family-friendly facilities offering various activities during the festive season.
“We are prepared to receive millions of visitors. The current numbers are amazing, showing that people love our country as arrivals continue to increase tremendously,” he said.
Tourism remains a critical sector in Zimbabwe’s economic development agenda. President Mnangagwa has repeatedly emphasised its importance, describing it as a critical cog in achieving the country’s inclusive and sustainable growth goals.
Tourism is the third-largest contributor to Zimbabwe’s GDP and a major driver of economic growth, with a 34 percent increase in tourist arrivals recorded last year.
The sector’s growth aligns with the National Tourism Recovery and Growth Strategy launched in 2020. The strategy seeks to position Zimbabwe as a prime international tourist destination by leveraging its unique natural, cultural and heritage assets. It also supports Vision 2030, which aims to transform Zimbabwe into an upper-middle-income economy.
“We are leading in mining and farming, and what is happening with our tourism sector is equally amazing. This is largely due to the Government’s open-door policy and President Mnangagwa’s aggressive approach to re-engagement and engagement with the rest of the world,” said Deputy Minister Mnangagwa.
Visitors have welcomed the campaign, praising the warm reception they received upon arrival.
Mrs Katherine Lunga, a Zimbabwean based in South Africa, expressed her satisfaction with the initiative.
“The journey was smooth with no glitches, and I enjoyed the way we were welcomed. I haven’t been home in a long time, but I appreciate how they came to greet us and made us feel welcome,” she said.
The “Meet and Greet” initiative complements the festive season domestic tourism campaign, which was launched last month at the Mazowe Resort to promote local travel and tourism during the holiday season.
The campaign officially began on December 10 and will run throughout the festive period, ensuring visitors enjoy a seamless and memorable experience in Zimbabwe. — @SikhulekelaniM1.
