First Lady driving Zim tourism brand to the top
The First Lady, Dr Auxillia Mnangagwa, is playing a key role in growing the visibility of Zimbabwe’s tourism brand at the global level.
HER efforts in showcasing Zimbabwean cuisine, and traditional arts and crafts — including pottery and carvings — at international events and exhibitions have resonated with potential visitors and contributed to positioning the country as a desirable premier tourist destination.
According to the Zimbabwe Tourism Authority, there has been a notable rise in the number of tourists seeking authentic food experiences at traditional restaurants in Zimbabwe.
The following activities by the First Lady have become significant in the rise of Zimbabwe’s tourism visibility at the global level. 1. Showcasing traditional cuisine: She has managed to promote Zimbabwean cuisine by endorsing local restaurants and food festivals that celebrate traditional dishes.
Dr Mnangagwa promoted traditional cuisine and local food by hosting a cook-out competition in 2019, which sought to showcase traditional Zimbabwean dishes and ingredients.
She has also endorsed local food by encouraging use of indigenous grains such as millet, sorghum and finger millet in cooking, as well as promoting the consumption of traditional vegetables like muboora, nyevhe and mowa.
Furthermore, the First Lady has worked with local farmers and producers to promote use of locally sourced ingredients in cooking and has emphasised the importance of preserving and celebrating Zimbabwean culinary traditions. Notable events at the national level include the following: ◆ Mutare: Dr Mnangagwa visited local food markets and traditional eateries to sample and promote traditional Zimbabwean dishes such as sadza, muriwo and nyama. ◆ Bulawayo: The First Lady attended food festivals and events celebrating local cuisine, and encouraging use of traditional ingredients and cooking methods. ◆ Victoria Falls: Dr Auxillia Mnangagwa visited rural communities to learn about and promote traditional food preparation techniques and indigenous recipes, as well as endorsing local food products such as honey, fruits and vegetables.
The activities have managed to promote unique ingredients of Zimbabwean cuisine, and prompted food enthusiasts to visit the country to experience Zimbabwe’s culinary offerings.
2. Promoting traditional arts and crafts: The First Lady has advocated the preservation and promotion of traditional arts and crafts.
Notable events at national level include the following: ◆ Mbare Musika: Dr Mnangagwa visited the market in Harare, where she interacted with local artisans and crafters. She encouraged the preservation of traditional crafts. ◆ Murewa district: The First Lady also visited Murewa district, where she interacted with a community of potters and weavers, highlighting their traditional craftsmanship and promoting their products. ◆ Chitungwiza Arts Centre: Dr Mnangagwa visited the Chitungwiza Arts Centre, where she engaged with local artists and craftsmen showcasing their creations. She advocated the preservation and promotion of Zimbabwean traditional arts.
These visits demonstrated the First Lady’s commitment to promoting and preserving Zimbabwe’s traditional arts and crafts across different regions of the country. The visits also contributed to an increase in awareness of Zimbabwe’s artistic heritage and attracted tourists interested in purchasing authentic, locally made souvenirs.
3. Advocacy for sustainable tourism: The First Lady got involved in tourism initiatives that prioritised environmental conservation, community development and ethical tourism experiences.
The Tourism and Hospitality Champions programme organised by Dr Auxillia Mnangagwa targets training and empowering women and the youth in the tourism and hospitality sector, thus advocating sustainable tourism business in Zimbabwe.
Women and the youth are benefiting from training workshops and seminars that are providing them with the skills and knowledge needed to succeed in their careers.
There is also advocacy for increased support for the programmes, including mentorship programmes, and access to job opportunities within the tourism and hospitality sector.
The programme is also creating networking opportunities for participants, helping them to build connections and advance their careers in the tourism and hospitality industry.
It is against this background that Dr Mnangagwa is excelling in the tourism and hospitality sector, serving as a role model and inspiration for the industry. 4. Diplomatic and international
relations: The First Lady is also making engagements with international partners to facilitate collaborations and partnerships that serve to promote Zimbabwe’s tourism destinations.
This is being achieved through attending international tourism conferences and forums to showcase Zimbabwe’s tourism potential and attract investment in the sector.
The participation by the First Lady created engagements for Zimbabwe’s tourism sector with key stakeholders in the global tourism industry and promoted Zimbabwe as a premier tourist destination. In addition, she has collaborated with foreign dignitaries and ambassadors, managing to strengthen bilateral relations and promoting tourism exchanges between Zimbabwe and other countries.
This has involved hosting events and meetings to highlight the unique attractions and cultural heritage of Zimbabwe.
The First Lady used the platform to advocate environmentally friendly tourism strategies and initiatives that benefited local communities, and helped to showcase Zimbabwe’s rich cultural heritage. 4. Cultural ambassadorship: The First Lady has served as a cultural ambassador, showcasing the rich heritage and traditions of Zimbabwe to potential visitors.
She has organised and hosted cultural exchange programmes with other countries such as South Africa and China to promote cross-cultural understanding and showcase Zimbabwe’s diverse cultural traditions.
These initiatives have enhanced Zimbabwe’s cultural diplomacy efforts and contributed to the promotion of tourism.
The support offered by Dr Mnangagwa for local cultural initiatives helped to position the country as an authentic and appealing destination for tourists seeking unique cultural experiences. 5. Supporting cultural education
and awareness: The First Lady advocates inclusion of cultural education in schools and community programmes, emphasising the importance of preserving and celebrating Zimbabwe’s cultural heritage.
She has participated in the International Festival of Language and Culture, demonstrating her support for cultural education and awareness. She engaged with participants and organisers of the festival, showing her interest and encouragement for the promotion of language and cultural diversity.
Dr Mnangagwa showed her support for the artists and performers who were showcasing their language and cultural heritage. This increased awareness of the country’s traditions and customs, and positioned Zimbabwe’s unique tourism brand in the global world.
There is no doubt that the First Lady’s activities in Zimbabwe are driving the country’s tourism brand to stardom.
Her active participation at both international and domestic platforms boosted Zimbabwe’s tourism performance.
Zimbabweans are encouraged to make their own contributions to showcase Zimbabwe’s rich and diverse cultural heritage, to drive the economy of the country to middle-class status by 2030.
◆ Charles Mavhunga co-authored textbooks in business enterprising skills and is currently studying for a PhD in Management at Bindura University. He can be contacted at: charles.mavhunga@gmail.com; Cell:0772989816.