The Sunday Mail
Tourism
Charles Mavhunga
ZIMBABWE’s rich history is a tapestry woven with threads of ancient civilisations, colonial legacies, liberation struggles and political transitions.
These historical facts have not only shaped the nation’s identity, but have also played a pivotal role in defining its tourism brand.
Historical narratives have great significance in positioning Zimbabwe as a compelling and unique travel destination.
From the majestic Great Zimbabwe monuments to the echoes of the country’s struggle for independence, these historical facts have become an integral part of Zimbabwe’s tourism identity, drawing visitors from around the world to experience our vibrant past and promising future.
Ancient civilisations
Zimbabwe has a rich history of ancient civilisations, including the Great Zimbabwe monuments, which are a UNESCO World Heritage site. These ancient structures are a testament to the advanced architectural and engineering skills of the early inhabitants of the region.
Great Zimbabwe was once the capital of a thriving empire that dominated the region between the 11th and 15th centuries.
The site’s historical and cultural significance has made it a focal point of Zimbabwe’s tourism branding, drawing visitors from around the world who are eager to explore the mysteries of this ancient civilisation. Tourists are captivated by the towering stone walls, the enigmatic artefacts and the sense of history that permeates the site.
The ancient civilisation of Great Zimbabwe has become a symbol of Zimbabwe’s rich heritage and serves as a powerful draw card for travellers seeking to immerse themselves in the country’s historical legacy. Zimbabwe’s tourism industry has been able to position the country as a destination that offers not only natural beauty, but also a deep connection to its fascinating past.
Colonial legacy
The country’s history includes a period of colonisation under British rule, during which it was known as Rhodesia.
This colonial legacy has had a significant impact on Zimbabwe’s tourism brand, introducing distortions that continue to influence the country’s image and appeal as a tourist destination.
Colonialism has influenced the distortion or suppression of indigenous cultural heritage and traditions, impacting the authenticity and representation of Zimbabwean culture in its tourism offerings.
These distortions must be addressed in order to redefine and revitalise Zimbabwe’s tourism brand.
Efforts to promote cultural authenticity, environmental conservation, inclusive development and equitable access to tourism opportunities are essential for reshaping perceptions and fostering a more comprehensive and compelling tourism identity for Zimbabwe on the global stage.
Liberation struggle
Zimbabwe’s struggle for independence from colonial rule is a significant part of its history.
The narratives of resistance, resilience and eventual liberation hold cultural and historical significance. Incorporating these stories into tourism branding appeals to travellers interested in learning about the country’s struggle for freedom.
The liberation struggle for Zimbabwe plays a pivotal period in the country’s history that significantly shapes its tourism branding.
Lasting from the 1960s to the late 1970s, this armed conflict was fought between the white minority government of Rhodesia (now Zimbabwe) and various African nationalist groups seeking to end colonial rule and establish majority rule in the country.
Cultural heritage
Zimbabwe is home to diverse ethnic groups, each with its own traditions, music, dance and art forms.
Celebrating and promoting this cultural diversity enhances the country’s appeal as a destination for cultural tourism, attracting visitors interested in experiencing authentic local traditions and customs.
Zimbabwe’s cultural heritage is a rich and diverse tapestry that has significantly shaped the country’s tourism branding.
As a historical fact, Zimbabwe’s cultural heritage has been instrumental in attracting visitors interested in engaging with the country’s unique traditions, art, music and history.
The vibrant traditional music and dance forms, such as mbira music and the energetic dances of different ethnic groups, are integral to the country’s cultural heritage.
Culinary experiences that highlight traditional cooking methods and local ingredients provide an opportunity for tourists to savour the flavours of Zimbabwe’s heritage.
Political transition
Following its independence from British colonial rule in 1980, Zimbabwe experienced a period of stability and economic growth under the leadership of President Robert Mugabe.
During this time, the country’s tourism industry flourished, with attractions such as Victoria Falls, Hwange National Park and Great Zimbabwe drawing international visitors seeking natural beauty and cultural heritage.
In addition, the political transition in November 2017, which saw the resignation of President Robert Mugabe after nearly four decades in power, marked a pivotal moment in Zimbabwe’s recent history.
The change in leadership, with His Excellency Dr Mnangagwa assuming the presidency, signalled a new era for the country and raised hopes for political stability, economic reform and improved international relations.
These historical narratives have created a unique and compelling brand identity for Zimbabwe as a tourist destination.
Charles Mavhunga co-authored textbooks in Business Enterprising Skills and is currently studying for a PhD in Management at Bindura University of Science Education. He can be contacted at [email protected]/ Cell: 0772 989 816.
