Zimbabwe Tourism Authority
Zimbabwe Tourism Authority (ZTA) is the statutory National Tourism Organization of Zimbabwe, established in 1996 under the Tourism Act to promote Zimbabwe as a tourist destination, regulate and grade tourism operators across 27 facility categories, and collect statutory levies. It serves operators, international tourists, and domestic tourists through 11 offices and a digital ecosystem.
- Company typePrivate
- Founded1996
- HeadquartersHarare, Zimbabwe
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Zimbabwe Tourism Authority does
Zimbabwe Tourism Authority (ZTA) is the statutory National Tourism Organization of Zimbabwe, established in 1996 under the Tourism Act Chapter 14:20 to develop, manage, promote, and market Zimbabwe as a tourist destination. ZTA is a government parastatal under the Ministry of Tourism and Hospitality Industry (currently led by Hon. Barbara Rwodzi) and is governed by a Board of Directors, with Dr. George Manyaya appointed CEO in January 2026. The authority serves three principal constituencies: registered tourism operators (hotels, lodges, safari operators, restaurants, and entertainment venues across 27 designated facility categories under Statutory Instrument 106 of 1996), international tourists (with dedicated tourist offices in Abu Dhabi, London, Beijing, and Frankfurt), and domestic tourists (via campaigns such as "Nhaka Yedu, Ilifa Lethu, Our Heritage").
ZTA's operational footprint is anchored by a digital tourism ecosystem centered on zimbabwetourism.net, which functions as a destination marketing portal, operator registry, statistics dashboard, and content hub. Supporting assets include Zimbho (online tourism packages platform), the annual Sanganai/Hlanganani World Tourism Expo as a flagship B2B event, the Amai's Traditional Cookout Competition for gastronomy tourism, and a Tourism Satellite Account for sector statistics. Technology investments in 2026 include digitalized inspection systems and a digital transformation partnership with NetOne and POTRAZ providing hardware and connectivity across offices and tourist resorts.
The business model is non-commercial in the traditional sense: ZTA generates revenue through statutory tourism levies, registration and grading fees from operators, and tourism audits, while providing destination promotion, standards enforcement, and market intelligence at no direct charge to tourists. The authority is funded under Zimbabwe's Vision 2030 and National Development Strategy frameworks and operates as a statutory body rather than a private enterprise, with no venture or private equity ownership.
Zimbabwe Tourism Authority firmographics
Firmographics- Name
- Zimbabwe Tourism Authority
- Legal name
- Zimbabwe Tourism Authority
- Website
- https://zimbabwetourism.net
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Zimbabwe Tourism Authority (ZTA) is the statutory National Tourism Organization of Zimbabwe, established in 1996 under the Tourism Act to promote Zimbabwe as a tourist destination, regulate and grade tourism operators across 27 facility categories, and collect statutory levies. It serves operators, international tourists, and domestic tourists through 11 offices and a digital ecosystem.
- Ownership category
- akta.pro rank
Zimbabwe Tourism Authority industry classification
Industry- Product category
- National Tourism Organization Services
- NAICS
- All Other Amusement and Recreation Industries (71399), Public Relations Agencies (54182)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sustainability & ESG Travel Intelligence (Emissions, SAF, impact data) (THALAIAL)
- akta.pro secondary industries
- Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting) (THAAANAN), Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)
Keywords
Where Zimbabwe Tourism Authority is headquartered
LocationHeadquarters
- HQ city
- Harare
- HQ country
- Zimbabwe
- HQ region
- Africa
Offices11 records
Markets served
Zimbabwe Tourism Authority business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure, Others
Revenue model
- Tourism Levy Collection: Revenue collection from tourism operators through statutory levies mandated under the Tourism Act Chapter 14:20 of 1996
- Registration and Licensing Fees: Fees collected from registration and grading of designated tourist facilities across 27 categories as defined by Statutory Instrument 106 of 1996
- Tourism Audits: Compliance monitoring and audit services for tourism industry operators
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Zimbabwe Tourism Authority product offering
Product offeringCore offering
Zimbabwe Tourism Authority (ZTA) is a government statutory body that develops, promotes, markets, and regulates Zimbabwe as a tourist destination. It runs destination marketing campaigns, registers and grades tourism operators across 27 facility categories under the Tourism Act, enforces service standards, and operates the Zimbho tourism booking platform and the Sanganai/Hlanganani World Tourism Expo. ZTA also conducts tourism research, publishes statistics via its Tourism Satellite Account, and engages in bilateral tourism partnerships with other nations.
Product overview
Zimbabwe Tourism Authority operates a comprehensive digital tourism ecosystem centered on its main website platform (zimbabwetourism.net), which functions as the primary gateway for destination promotion and tourism services. The portfolio includes Zimbho for travel packages, the annual Sanganai/Hlanganani World Tourism Expo as a flagship B2B event, the National Cook Out Competition (Amai's Traditional Cookout) as a gastronomy tourism initiative, and supporting services such as a Statistics Dashboard, Market Analysis Reports, Tourism Operator Database, Video Gallery, and registration/feedback systems. The offering operates as a single unified platform with multiple functional modules serving both B2B and B2C segments.
Differentiator
Problem solved
Functional benefit
Products and services
- Zimbho Tourism Packages Platform An online booking and tourism packages platform operated by ZTA that allows visitors to browse, plan, and book tourism experiences and travel packages across Zimbabwe, including access to a video gallery of destinations.
- Sanganai/Hlanganani World Tourism Expo Zimbabwe's premier annual tourism expo and Africa travel trade fair bringing together tourism operators, international buyers, travel agents, and industry stakeholders for business networking, B2B meetings, destination promotion, and industry development.
- National Cook Out Competition (Amai's Traditional Cookout) A gastronomy tourism initiative and competition that celebrates Zimbabwe's culinary heritage and promotes indigenous cuisine as a tourism product, implemented across all 10 provinces of Zimbabwe.
- Statistics Dashboard An online data tool providing access to tourism statistics, performance metrics, and economic contribution data for Zimbabwe's tourism sector, supporting research and market intelligence.
- Market Analysis Reports Research publications providing market intelligence and analysis on Zimbabwe's tourism industry trends, performance, and investment opportunities for operators, investors, and policymakers.
- Tourism Operator Database A searchable public registry of registered and licensed tourism operators and designated tourist facilities across Zimbabwe, supporting compliance visibility and consumer search.
- Registration and Licensing of Tourism Facilities Statutory service that registers, grades, and licenses designated tourist facilities in Zimbabwe across 27 categories under the Tourism Act Chapter 14:20 of 1996, enabling operators to legally operate and earn inclusion in the official Operator Database.
- Tourism Audits and Compliance Monitoring Compliance monitoring and audit services delivered to tourism industry operators to enforce service standards, conduct facility inspections, and ensure regulatory compliance across Zimbabwe's tourism sector.
Quantifiable outcome
- Tourism contributed 10% to Zimbabwe's GDP growth in 2025
- +2 more outcomes
Companies that use Zimbabwe Tourism Authority
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Zimbabwe Tourism Authority technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Zimbabwe Tourism Authority partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and supporting.
- Namibia and South AfricaflagshipThree-destination tourism partnership anchored on digital marketing, unveiled on sidelines of UN Tourism meetings. Strategic collaboration to increase destination visibility and boost tourist arrivals across the three Southern African destinations.
- NetOnecoreLandmark digital transformation partnership where NetOne donated 50 computers, 35 printers, Wi-Fi hotspots at tourist resorts and offices, and co-branding visibility at strategic locations. This collaboration advances the digital thrust of National Development Strategy 2 through ICT integration and data-driven systems.
- POTRAZsupportingContributed 20 laptops to strengthen operational capacity across the tourism sector in support of digital transformation initiatives.
- Republic of GhanaflagshipMemorandum of Understanding in tourism signed between Zimbabwe and Ghana, establishing framework for joint marketing and promotion programmes, tourism research and knowledge exchange, product development, skills training, and investment facilitation through public-private partnerships.
- UN TourismflagshipMoU signed ahead of ITB Berlin 2026 strengthening cooperation in sustainable tourism development, with UN Tourism Secretary-General visiting Victoria Falls and participating in Committee on Sustainable Tourism Meeting 2026 in Victoria Falls.
- Ministry of Tourism and Hospitality IndustrycoreZTA operates under the Ministry led by Hon. Barbara Rwodzi (MP), implementing government tourism policy and national development strategies including Vision 2030 and National Development Strategy 1 & 2.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Zimbabwe Tourism Authority competitors and assessment
Company assessmentBroad incumbents
- Brand USA: United States' national destination marketing organization, with substantially larger budget and similar statutory-style mandate for inbound tourism promotion, international offices, and public-private partnership models. Reference peer for national-level destination marketing scale.
- VisitBritain: British national tourism agency with global marketing network and similar destination promotion mandate. Comparable to ZTA's London office footprint and inbound tourism focus, though operating at significantly larger scale and budget.
- Tourism Authority of Thailand: Established Asian NTO with comparable mandate for destination marketing, regulatory oversight of tourism operators, and global office network. Reference peer for NTO operating model in non-Western emerging market.
- Dubai Department of Tourism and Commerce Marketing: Mature destination marketing organization running the ZTA-style international office network (Dubai is also Abu Dhabi's geographic neighbor to ZTA's UAE office). Reference peer for destination marketing best practice in Middle East source market where ZTA operates.
Direct peers
- Ghana Tourism Authority: Ghana's national tourism authority, recently entered MoU with ZTA for joint marketing, research exchange, product development, and investment facilitation. African NTO peer of comparable size and institutional structure.
- Kenya Tourism Board: Kenya's national tourism body, with comparable statutory mandate for destination promotion, international marketing offices, and regulatory oversight of tourism operators. Competes directly for wildlife and safari tourism arrivals into East/Southern Africa.
- Tanzania Tourist Board: National tourism organization of Tanzania with a similar wildlife-and-natural-wonders value proposition (Serengeti, Kilimanjaro, Zanzibar). Competes with Zimbabwe for safari and nature-based tourism share across Africa.
- Namibia Tourism Board: National tourism organization for Namibia, co-partner with ZTA in the three-country digital marketing partnership unveiled alongside UN Tourism meetings. Comparable mandate promoting wildlife, natural wonders, and cultural tourism across Southern Africa.
- South African Tourism: South Africa's national tourism agency responsible for destination marketing, international representation, and tourism promotion. Direct peer given shared mandate, regional operating geography, and the active three-country partnership between ZTA, Namibia Tourism, and South African Tourism.
- Botswana Tourism Organisation: Botswana's national tourism authority, with comparable mandate promoting the Okavango Delta, Chobe, and wildlife tourism. Direct competitor for high-end safari tourism in Southern Africa.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Zimbabwe Tourism Authority social profiles
Digital presenceZimbabwe Tourism Authority financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zimbabwe Tourism Authority leadership team
Management profileNumber of profiles
Profiles2 records
Zimbabwe Tourism Authority funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zimbabwe Tourism Authority M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zimbabwe Tourism Authority
What does Zimbabwe Tourism Authority do?
Zimbabwe Tourism Authority (ZTA) is a government statutory body that develops, promotes, markets, and regulates Zimbabwe as a tourist destination. It runs destination marketing campaigns, registers and grades tourism operators across 27 facility categories under the Tourism Act, enforces service standards, and operates the Zimbho tourism booking platform and the Sanganai/Hlanganani World Tourism Expo. ZTA also conducts tourism research, publishes statistics via its Tourism Satellite Account, and engages in bilateral tourism partnerships with other nations.
Is Zimbabwe Tourism Authority a public or private company?
Zimbabwe Tourism Authority is a private company. It is classified as state government owned and is currently operating.
When was Zimbabwe Tourism Authority founded?
Zimbabwe Tourism Authority was founded in 1996. It employs 51 to 100 people.
Where is Zimbabwe Tourism Authority based?
Zimbabwe Tourism Authority is headquartered in Harare, Zimbabwe, in the Africa region.
How does Zimbabwe Tourism Authority make money?
Three revenue lines are on record. Tourism Levy Collection is the primary driver. The others are registration and Licensing Fees and tourism Audits.
Who are Zimbabwe Tourism Authority's main competitors?
Broad incumbents on record are Brand USA, VisitBritain, Tourism Authority of Thailand and Dubai Department of Tourism and Commerce Marketing. Direct peers are Ghana Tourism Authority, Kenya Tourism Board, Tanzania Tourist Board, Namibia Tourism Board, South African Tourism and Botswana Tourism Organisation.
Does Zimbabwe Tourism Authority have an API?
No public API is recorded for Zimbabwe Tourism Authority.
What industry is Zimbabwe Tourism Authority in?
Zimbabwe Tourism Authority's product category is National Tourism Organization Services. Its primary akta.pro industry code is THALAIAL, Sustainability & ESG Travel Intelligence (Emissions, SAF, impact data), with a secondary code of THAAANAN, Impact Monitoring, Verification & Reporting (MRV) Tools (Impact KPIs, Compliance Reporting). Its NAICS code is 71399 and its SIC code is 7900.