Zimbabwe is seeking to translate growing international attention into expanded tourism markets and investment through a proposed media partnership with global news network CNN.
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Read E-PaperThe engagement took place on the sidelines of the 81st United Nations General Assembly in New York, where Tourism and Hospitality Industry Minister Barbara Rwodzi and Zimbabwe Tourism Authority (ZTA) chief executive officer Dr George Manyaya met senior CNN executives to discuss opportunities for international destination promotion.
The CNN delegation included Phil Wilson, vice-president of CNN International, sales director Zara Driss and regional representative for Africa and Central Asia Imran Ahmad. The discussions form part of broader efforts under National Development Strategy 2 to strengthen Zimbabwe’s international profile and present the country as a destination for travellers and investors.
The proposed collaboration would extend beyond conventional holiday promotion by highlighting opportunities across the tourism value chain, including accommodation, hospitality, experiences, heritage, wildlife, gastronomy and adventure.
Zimbabwe’s engagement with CNN comes against the backdrop of heightened international interest in the country. Forbes travel experts named Zimbabwe the world’s best country to visit for 2025, a distinction subsequently highlighted by Zimbabwean diplomatic and tourism authorities.
Government has been seeking to convert such recognition into measurable gains for the sector, including increased visitor numbers, longer stays, greater expenditure and fresh capital for tourism infrastructure and services.
The United States has emerged as a significant overseas market for Zimbabwe. Available tourism figures cited by sector authorities show American arrivals increasing from 18,756 in 2021 to 109,959 in 2025, underscoring the importance of maintaining visibility among North American travellers.
The New York discussions also follow Zimbabwe’s presentation of its tourism and investment proposition at the Zimbabwe Business Forum held during UNGA81. At that engagement, Dr Manyaya outlined the country’s tourism offering through the Six A’s which are, Attractions, Accessibility, Accommodation, Amenities, Activities and Ancillary Services.
Among the investment opportunities presented to the American business interests was the 1,200-hectare Masuwe Special Economic Zone in Victoria Falls, designated for tourism and financial services. A feasibility study for bulk infrastructure has been completed, while the cadastral survey for the initial 271.5-hectare phase has also been finalised.
A CNN platform could give these propositions access to audiences beyond traditional tourism advertising channels, placing Zimbabwe’s attractions, products and investment prospects within international travel and business conversations.
The country’s tourism portfolio stretches from Victoria Falls and Hwange National Park to Great Zimbabwe, Mana Pools, the Eastern Highlands, Lake Kariba and a growing range of cultural and culinary experiences. Zimbabwe’s official tourism profile also promotes wildlife, heritage, adventure and nature-based activities as central components of its visitor offering.
The proposed media engagement therefore represents an attempt to move from international recognition to sustained market conversion, with Zimbabwe seeking to turn global visibility into actual visits, business partnerships and investment across the tourism economy.
