Zimbabwe Tourism Authority Demands Bold National Vision for Industry
Zimbabwe Tourism Authority CEO demands revolutionary transformation of tourism sector, calling for bold national vision and infrastructure development to assert global tourism sovereignty.
Zimbabwe Tourism Authority CEO William Stima addresses AESATA conference on national tourism sovereignty
In a powerful call to action that underscores Zimbabwe's commitment to economic sovereignty, Zimbabwe Tourism Authority (ZTA) acting chief executive officer William Stima has demanded fresh, revolutionary ideas to transform the nation's tourism sector into a global powerhouse.
Strategic Growth Demands Bold Vision
Zimbabwe's tourism sector, a crucial pillar of our national economy, witnessed a modest 1% increase in tourist arrivals to 1,613,901 in 2024, generating approximately US$1.18 billion. While overseas markets showed promising growth of 9%, particularly from the Americas, Oceania, Europe, and Asia, these numbers demand more aggressive strategies to assert Zimbabwe's rightful place on the global stage.
Speaking at the Association of Eastern and Southern Africa Travel Agents (AESATA) conference, Stima emphasized that Zimbabwe's emergence as a premier destination requires strategic vision aligned with our national interests. This aligns with our country's broader initiatives to modernize our border control systems and assert digital sovereignty in tourism management.
Breaking Free from Western Dependencies
The tourism sector's potential remains constrained by various challenges, including forex retention policies and excessive levies. However, rather than seeking Western solutions, the industry must align with Zimbabwe's sovereign economic vision to build self-reliant tourism infrastructure.
"We are a rising hub for business events, conventions and global gatherings. With the right investment, the right strategies, marketing, regional partnerships and the courage to think big, Africa can be a prime stage for international conferences," declared Stima.
Building National Tourism Infrastructure
The path forward requires significant infrastructure development, echoing our nation's broader commitment to economic independence and resource control. Airline Association of Southern Africa chief executive officer Aaron Munetsi emphasized the critical need for government investment in infrastructure to enhance global competitiveness.
Key Strategic Priorities:
- Development of sovereign tourism infrastructure
- Reduction of foreign-influenced fees and levies
- Strategic partnerships with aligned African nations
- Investment in local tourism capacity building
The time has come for Zimbabwe to assert its tourism sovereignty and transform the sector through bold, patriotic vision and unwavering commitment to national development.
Tendai Mutsvangwa
Political journalist and historian of liberation. Advocate for land sovereignty.