Experts say the Forbes’ recognition is not just a win for Zimbabwe’s tourism industry, but a call to action to continue delivering world-class experiences.
by Blue Africa News
The government of Zimbabwe alongside tourism stakeholders has a key role to play in championing service excellence at every point, following Forbes Magazine’s recent recognition of the country as the best travel destination for 2025.
The recognition, experts say, underscores the Southern African nation’s growing appeal as a premium international tourist destination. The ranking comes on the backdrop of Zimbabwe’s thriving tourism sector, in the wake of global challenges.
In 2024, the country registered over 1.6 million international arrivals, generating US$1.2 billion in receipts and US$190.5 million in investments, as per a September 2025 government report, as reported by local media.
According to Kupakwashe Kimberly Mauta, a Zimbabwean tourism marketing professional, Forbes’ recognition is more than just an international headline, but a powerful affirmation of the nation’s breathtaking landscapes, warm hospitality and resilience of their tourism sector.
“As a graduate in tourism marketing and a professional in customer service and experience, this moment is deeply meaningful,” she wrote in a LinkedIn post. “It highlights the growing global appreciation of what many of us have always known: Zimbabwe is a destination of authenticity, diversity, and unmatched beauty.”
The achievement, she noted, comes with a renewed sense of responsibility for the government and stakeholders, given the fact that “global attention brings higher expectations.”
“Visitors will arrive with elevated hopes for seamless, memorable experiences — and it’s up to us, the people on the frontlines of tourism and service delivery, to meet and exceed them,” she said.
Mauta noted that Forbes’ recognition is not just a win for Zimbabwe’s tourism industry, but a call to action for “all of us in this space to continue delivering world-class experiences that honour the spirit of our country.”
“The world is starting to see what many of us have always known: Zimbabwe is not just rich in beauty, it’s rich in opportunity. We’re not just dreaming anymore, we are building,” declared Aisha Tatenda, an environment associate advisor.
In crowing Zimbabwe as the world’s best country to visit in 2025, Forbes said cities like Bulawayo have seen more than 80% increase in flight searches on Kayak (a platform for searching hundreds of travel sites to find information one needs to make the right decisions on flights, hotels and rental cars), while the capital city, Harare has increased by 56% for summer this year.
“The ancient stone city of Great Zimbabwe stands as a powerful reminder of the country’s layered past; its dry-stone walls steeped in centuries-old history. Meanwhile, at Victoria Falls, the Zambezi crashes into thunderous gorges below—sending mist into the air that often catches the sun in fleeting rainbows. The Eastern Highlands, however, offer a quieter scene: thick cloud-covered slopes, winding hiking trails and pockets of mist-laced mountain stillness,” the Forbes report describes Zimbabwe.
Zimbabwe’s minister for Tourism and Hospitality Industry Barbara Rwodzi, described the recognition as both an endorsement of the nation’s tourism brand and a testament to the country’s safety and stability.
“We are overjoyed by the acknowledgement from Forbes and global travel experts. This confirms that Zimbabwe is a safe, peaceful, war-free tourist destination,” noted the minister.
Lithuania, Sri Lanka, South Korea, Argentina, Morocco and Norway were the other countries featured in the Forbes list.
Oliver Ochieng, Blue Africa News