Impact of colonialism on Zim tourism identity
FROM the appropriation of indigenous culture to the exploitation of local resources, the intertwining of colonial influences with tourism practices has raised critical questions about authenticity, representation and power dynamics.
1. Cultural appropriation: In the intricate tapestry of colonialism and tourism in Zimbabwe, cultural appropriation weaves a complex narrative of exploitation and misrepresentation.
From the commodification of traditional crafts to the sensationalisation of indigenous rituals, external forces have often seized upon and distorted the rich cultural heritage of the country for their gain.
Local artisans found their authentic creations reduced to mere trinkets for tourist consumption, while age-old traditions were transformed into staged spectacles that catered for exotic fantasies.
To combat this insidious trend, it is imperative to empower local communities and prioritise their agency in shaping how their culture is portrayed and shared with visitors.
The good news is that the First Lady, Dr Auxillia Mnangagwa, is championing ethical tourism practices, fostering dialogue and promoting mutual respect.
Zimbabwe is on the road to reclaim its tourism identity from the shadows of cultural appropriation. The leadership of the New Dispensation is paving the way for genuine appreciation and understanding of Zimbabwe’s diverse heritage.
2. Imbalance of power:
Colonialism in Zimbabwe has had a lasting impact on the tourism industry, with foreign companies and investors having significant control over key resources and attractions.
This power imbalance has limited the agency of local communities to showcase their cultural heritage authentically,
leading to a distorted representation of the country’s identity to tourists.
Economic exploitation further exacerbates disparities, with profits often extracted without reinvestment in host communities.
Lack of cultural preservation due to external control may see traditions being diluted and their significance eroded.
To address these challenges, the leadership in Zimbabwe is promoting community empowerment and sustainable development to create an equitable and inclusive tourism sector that celebrates the country’s cultural diversity while benefitting all stakeholders.
3. Stereotyping: Colonialism ingrained deep-seated stereotypes about the country and its people
within the tourism industry, perpetuating oversimplified and often inaccurate perceptions.
These stereotypes originated during the colonial era when European powers imposed their cultural norms on indigenous populations, dehumanising and denigrating their traditions, describing them as primitive. One example of this is the portrayal of Zimbabwe as a “wild” and “untamed” country, focusing solely on wildlife encounters, neglecting its rich cultural heritage and diverse communities.
To correct these distortions and promote authenticity, the First Lady is challenging existing stereotypes by promoting the country’s national dress, education and African cuisine.
It is through showcasing the diversity of Zimbabwean culture, traditional cuisine, history and traditions, and empowering marginalised voices that the country’s tourism sector will be able to attract a broader audience, foster greater appreciation of the heritage values in the mindset of visitors. In the end, this will contribute to sustainable development for all stakeholders. 4. Environmental degradation:
Colonialism often prioritised economic exploitation over environmental conservation, leading to the degradation of natural resources and ecosystems in Zimbabwe.
For example, the establishment of large-scale commercial farms and mining operations by colonial authorities often resulted in deforestation, soil erosion and pollution of water sources.
These activities not only had negative consequences on the local environment but also affected the authenticity and sustainability of tourism experiences in the country.
As a result, many of Zimbabwe’s once pristine natural attractions have been degraded or lost due to unsustainable practices that prioritised short-term economic gains over longterm environmental preservation.
This legacy of environmental degradation continues to impact the tourism industry today, as visitors may be less inclined to engage with experiences that lack the authenticity and natural beauty that once characterised Zimbabwe’s landscapes.
The good news is that the Second Republic is addressing these issues by promoting sustainable practices in the tourism sector.
The leadership is working towards restoring the country’s natural resources to enhance the overall quality of tourism offerings for both visitors and local communities.
5. Economic exploitation: Foreigners have historically benefitted at the expense of local communities.
For example, during the colonial era, European powers established control over key tourist attractions, extracting profits from these ventures without adequately reinvesting in the development or well-being of indigenous populations.
This historical power imbalance has persisted up to the present, with foreign-owned businesses continuing to dominate the tourism sector and enjoying economic gains without equitable sharing of benefits with local communities.
As a result, there is a distorted perception of Zimbabwe’s economic development, where the tourism industry may be portrayed as a driver of growth and prosperity while masking the underlying disparities and inequalities that exist within the sector.
This perpetuates a cycle of economic exploitation where marginalised communities are excluded from decision-making processes and denied access to the economic opportunities generated by tourism activities. However, the Government is addressing these systemic issues through promoting greater equity and empowerment of local stakeholders.
The Second Republic is coming up with more sustainable and inclusive programmes in the tourism industry that benefit all members of society in the country. ◆ 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