Showcasing Zimbabwe’s unique brand in tourism

Charles Mavhunga

ZIMBABWE is a land of untold stories, untapped beauty and unbridled resilience.

The story of Zimbabwe and its pride is a journey through which the spirit of freedom and independence converges with the warmth of African hospitality.

Zimbabwe was born out of a liberation struggle that forged heroes who fought for its freedom.

The country has a vibrant culture of Ubuntu,  which pulsates through the veins of the stunning natural wonders, including the majestic Mosi-oa-Tunya (Victoria Falls), which shapes the heritage values of the nation.

Tourists in Zimbabwe are exposed to the rich cultural experience surrounded by the Vumba Mountains and vast savanna teeming with an incredible array of wildlife, engaging with the people, listening to their stories, and savouring the local cuisine that will leave them craving for more.

Zimbabwe is more than just a destination but a connection between the land and its people.

Liberation history

Zimbabwe’s liberation background is a testament to the country’s resilience and determination, marked by the bravery and sacrifice of heroes and heroines like Josiah Tongogara, Joshua Nkomo, among other heroes who fought against colonial rule and oppression, inspiring a nation to rise up and claim its rightful place in the global community.

Zimbabwe’s significant historical sites and museums, such as the National Heroes Acre, which honours the lives and contributions of Zimbabwe’s freedom fighters, and the Zimbabwe Museum of Human Sciences, which showcases the country’s rich history and cultural heritage, serve as important reminders of the country’s liberation struggle and its ongoing journey towards freedom and self-determination.

For instance, the National Heroes Acre is a sprawling monument that pays tribute to the lives of Zimbabwe’s liberation war heroes, with towering sculptures and poignant memorials that evoke a sense of pride and reverence, while the Zimbabwe Museum of Human Sciences offers a fascinating glimpse into the country’s rich cultural heritage, with exhibits on archaeology, anthropology and history that showcase the complexity and diversity of Zimbabwe’s past.

By leveraging these historical sites and museums, Zimbabwe can create a compelling tourism narrative that resonates with visitors from around the world.

Land reform

Zimbabwe’s land reform programme has been a pivotal aspect of the country’s history and culture, as land has always been a symbol of power, identity and sovereignty.

The significance of land in Zimbabwean culture and history is deeply rooted in the country’s colonial past, where land was forcibly taken from indigenous people, leading to the displacement and marginalisation of communities.

The land reform programme, initiated in 2000, aimed to address these historical injustices by redistributing land from white commercial farmers to black Zimbabweans.

While the programme has been controversial and faced challenges, it has also had a profound impact on the country, with many local farmers and communities benefiting from the redistribution of land.

Success stories abound, such as the remarkable tales of many small-scale farmers who received land through the reform programme and have since become successful maize and tobacco farmers, employing several workers and contributing to the local economy.

Similarly, global examples like the agrarian reform in Brazil, which aimed to reduce inequality and promote social justice, and the land restitution programme in South Africa, which seeks to address the legacy of apartheid, demonstrate the importance of land reform in promoting economic development and social justice.

Culture

Zimbabwe’s rich cultural heritage is a vibrant tapestry of music, dance, art and craft, woven together by traditional customs and practices that have been passed down through generations.

The country’s musical heritage is exemplified by the iconic mbira, a traditional instrument that has been recognised by UNESCO as a Masterpiece of the Intangible Heritage of Humanity, while the energetic and rhythmic dances like the Jerusarema and the Mutandiro have been showcased at international festivals.

Zimbabwe’s visual art scene is equally thriving, with world-renowned artists like Berry Bickle and Charles Bhebe creating stunning works that reflect the country’s history and culture.

Traditional customs and practices like weddings and initiation ceremonies are an integral part of Zimbabwean life, with the latter being a rite of passage that marks an individual’s transition to adulthood.

The country’s local cuisine and beverages are also a source of pride, with sadza (a thick cornmeal porridge) being a staple food, braai (barbecued meat) being a popular social activity and Zambezi lager being a beloved beer brand. These cultural expressions are not only a source of national identity but also a way to connect with global audiences, as seen in the international appeal of African music, art and cuisine.

For instance, the Afropfunk music genre, which originated in West Africa, has gained popularity worldwide, while African-inspired fashion and design have been showcased at global events like the African Fashion Week in London. Similarly, traditional African cuisine has gained popularity globally, with dishes like jollof  rice and suya being served in restaurants from New York to Tokyo.

Natural wonders

Zimbabwe is home to some of the most breath-taking natural wonders in the world, including the mighty Victoria Falls, one of the Seven Natural Wonders of the World, which stands tall at over 100 metres and is a testament to the country’s untamed beauty.

The country’s wildlife and game reserves, such as Hwange, Matobo and Gonarezhou, are teeming with an incredible array of flora and fauna, including the Big Five (lion, leopard, rhinoceros, elephant, and Cape buffalo), and offer unforgettable safari experiences.

The scenic landscapes and national parks, like Nyanga and Chimanimani, showcase Zimbabwe’s diverse geography, from rugged mountains to rolling hills and vast savannas.

Moreover, Zimbabweans are renowned for their warm welcomes and hospitality, with a strong culture of Ubuntu (humanity towards others) that makes visitors feel at home.

The country’s resilience in the face of challenges is a testament to the strength and determination of its people, who have faced adversity with courage and grace.

Community-based tourism initiatives, such as home-stays and village tours, offer a unique opportunity for visitors to experience the authentic Zimbabwean way of life, learn about local customs and traditions, and contribute to the local economy.

Just like global examples such as the Maasai Mara National Reserve in Kenya, the Serengeti National Park in Tanzania and the Amazon rainforest in South America, Zimbabwe’s natural wonders and warm hospitality make it an attractive destination for tourists and a beacon of hope for sustainable tourism development.

By leveraging its natural assets and community-based tourism initiatives, Zimbabwe can create a thriving tourism industry that benefits both the economy and the environment.

So through showcasing the intricacies of its liberation history, the vibrancy of its cultural heritage, the majesty of its natural wonders and the warmth of its community-based tourism initiatives, Zimbabwe can effectively attract a diverse range of tourists, including those interested in history, culture, nature and community-based tourism.

This multifaceted approach not only highlights the country’s resilience and warm hospitality but also showcases its rich cultural heritage, which is deeply rooted in the struggles and triumphs of its people.

This, in turn, can lead to increased tourism revenue, job creation and economic growth, ultimately contributing to the country’s sustainable development and prosperity.

Moreover, by sharing its stories, traditions and natural beauty with the world, Zimbabwe can foster cross-cultural understanding, promote peace and inspire a new generation of travellers to experience the authentic essence of this incredible country.

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:0772989816