Zimbabwe looks to culture-led tourism for deeper China-Africa cooperation

The 11th Global Tourism Economy Forum, held from December 15 to 17 in Harbin, brought together tourism officials and industry leaders from more than 30 countries to explore new pathways for global tourism development. For Zimbabwe, the forum marked a milestone, its first-ever participation as a guest of honor.

Which ideas from the forum are most relevant for Zimbabwe? And how can Zimbabwe's unique cultural assets contribute to deeper China-Africa tourism cooperation? Stanley Banda, Zimbabwe's Tourism Attaché to China and ASEAN shares his views.

Banda described the forum as both insightful and timely, coming as Zimbabwe assumes a growing leadership role linked to the United Nations Tourism General Assembly in 2025, with its Minister of Tourism serving as a Vice President.

According to Banda, Zimbabwe's participation was driven by a clear goal: to learn from global best practices and position itself as a resilient, inclusive tourism destination.

He highlighted Heilongjiang's success in transforming itself from a seasonal destination into a year-round tourism economy, an experience Zimbabwe finds highly relevant.

"We cannot rely on one product or one season," Banda said. "Tourism must be an all-year offering, appealing to different market segments."

A key takeaway from the forum, he noted, was the importance of heritage-based tourism. This approach places people and communities at the center of tourism development, ensuring that economic benefits reach both urban and rural areas. Zimbabwe is now expanding products such as gastronomy tourism, community tourism, women-led markets, farm-to-table experiences, and major events, all aimed at filling low-season gaps and creating year-round livelihoods.

Tourism has already become a major pillar of Zimbabwe's economy. In 2024, the sector contributed around 17 percent of GDP, ranking as the country's third-largest economic sector after mining and agriculture, while generating significant direct and indirect employment.

Banda also stressed that Zimbabwe's engagement with China goes beyond attracting tourists. By participating in global forums like this one, Zimbabwe is seeking investment, skills development, policy exchange, and joint marketing opportunities, while strengthening China-Africa tourism cooperation under the UN Tourism framework.

China's integration of culture and tourism, particularly through rural revitalization and the protection of intangible cultural heritage, offers valuable lessons, Banda said. "Culture is the foundation of tourism," he noted, pointing out that China's emphasis on cultural pride and domestic tourism is something Zimbabwe is actively learning from.

Looking ahead, Banda emphasized the need for people-to-people exchanges, especially involving youth, as well as stronger connectivity, not just physical connectivity, but a deeper connection between people and their own cultures.