Story by Online reporter
ZIMBABWE and Zambia have reaffirmed their commitment to deepening tourism cooperation, with industry leaders emphasising collaboration over competition to unlock greater value from the region’s shared tourism assets.
Speaking during a visit by Zambia’s Vice President, Mrs Mutale Nalumango, to the Zimbabwe exhibition stand at the Zambia Tourism Expo (ZATEX) in Lusaka, Zimbabwe Tourism Authority (ZTA) Chief Executive Officer, Dr George Manyaya, said the two neighbouring countries are “co-opetitors” whose success lies in working together to market their destinations.
The Vice President was received by Zimbabwe’s Ambassador to Zambia, Her Excellency Charity Charamba, the Ministry of Tourism and Hospitality Industry’s Director for Domestic Tourism, Mrs Gladys Chinyerere, and Dr Manyaya.
Addressing Vice President Nalumango and her delegation, Dr Manyaya underscored the importance of strengthening joint destination marketing, noting that Zimbabwe and Zambia share some of Africa’s most iconic tourism attractions.
“Your Honour, Zimbabwe and Zambia are not competitors; we are co-opetitors. We share one of the world’s greatest natural wonders, the Victoria Falls. Our responsibility is to strengthen collaborative marketing so that tourists experience both sides of the Falls because each side offers a unique and complementary experience,” said Dr Manyaya.
He said regional tourism growth can be accelerated through stronger partnerships, coordinated destination promotion and integrated tourism experiences that encourage visitors to explore multiple destinations across Southern Africa.
Dr Manyaya also highlighted Zimbabwe’s heritage-based tourism development model, introduced by President Emmerson D. Mnangagwa as part of the country’s broader economic transformation agenda.
“His Excellency President Emmerson D. Mnangagwa identified tourism as one of the key economic drivers of Zimbabwe’s development. As a result, we are pursuing heritage-based tourism that leverages our cultural, historical, natural and culinary assets to create authentic visitor experiences,” he said.
He added that gastronomy tourism is emerging as an important pillar of Zimbabwe’s tourism offering, enabling visitors to connect with the country’s heritage through indigenous cuisine, food traditions and local storytelling.
Taking advantage of the platform, Dr Manyaya extended an invitation to Zambia’s tourism sector to participate in the 2026 Sanganai/Hlanganani World Tourism Expo, scheduled for Masvingo in September.
He encouraged Zambia to field a strong delegation of exhibitors, tourism operators and international buyers to further strengthen regional tourism trade and partnerships.
Responding to the remarks, Vice President Nalumango welcomed the spirit of cooperation between the two countries.
“I am happy to hear this cooperation agenda. Tourism thrives when countries work together and it would be good to see Zimbabwe, Zambia, Malawi and Namibia collaborating and such partnerships are important for the growth of our region,” she said.
The Zambia Tourism Expo, running from June 4 to 6, was officially opened by Vice President Nalumango under the theme, “Building Authentic and Sustainable Tourism Through Partnerships”.
The annual event has attracted tourism stakeholders from across the region and serves as a platform for networking, destination marketing, investment promotion and business-to-business engagements.
