Zimbabwe Courts French Tourists in Paris

Itai Mazire

The Tourism and Industry Ministry used the Association des Offices Nationaux Étrangers de Tourisme (ADONET) Rencontres Travel Media and Trade Forum held recently in Paris to reaffirm its position as a leading African tourism destination, securing fresh media and trade interest and opening new channels for partnerships with French tour operators, broadcasters, and content creators.

At the high-profile gathering of 54 international destinations, Zimbabwe’s delegation from the Tourism Ministry promoted the country’s parks, heritage sites, and culinary offerings to leading travel media, content creators, tour operators, and travel agencies. Engagements with major French publications such as TourMag and Le Quotidien revealed strong interest in showcasing Zimbabwean products, while discussions with French television channels ARTE and SFX explored opportunities to feature Zimbabwean gastronomy and cultural programming.

The delegation highlighted marquee attractions including Gonarezhou National Park and the Great Zimbabwe archaeological site, and showcased new experiential products that link wildlife safaris, cultural tours, and culinary offerings.

The presentations and meetings at ADONET targeted the francophone travel market, a strategic source of long-haul arrivals that can expand flight seats, packaged itineraries, and media visibility for the country.

Zimbabwe’s presence at ADONET demonstrated the country’s commitment to deepening partnerships and enhancing destination appeal within the competitive French tourism market. The forum provided a platform for the Ministry and private-sector partners to seek concrete follow-through in the form of tour operator agreements, broadcast features, and marketing partnerships that could increase arrivals and tourism receipts.

Tourism remains a critical foreign-currency earner for Zimbabwe, with growth in European arrivals expected to support jobs across the hospitality, guiding, transport, and artisanal sectors. Targeting the French market aims to diversify source markets beyond southern Africa and to open francophone channels where the country has been under-targeted.

Ministry officials said the ADONET engagement could produce sustained visitor interest beyond a single season if accompanied by follow-up marketing and improved air access.