Agrotourism4She: Pioneering tourism branding in Zimbabwe
Charles Mavhunga
On May 6, 2025, Her Excellency Dr Auxilia Mnangagwa launched the Agrotourism4She initiative at the popular brand, Mai Chimuti, homestead in Mukoto Village, Buhera, Zimbabwe.
This pioneering approach catapulted Zimbabwe onto the global tourism map, revolutionising tourism branding and economic empowerment.
The initiative aligned with the Integral Kumusha conference, which celebrated agritourism’s potential in empowering women and driving sustainable development. It showcases sustainable agriculture practices, eco-friendly infrastructure and community-driven development.
This approach resonates with international best practice and African models, establishing a unique global presence that blends tradition with modernity, cultural heritage and women’s empowerment.
A Model for Sustainable Development
The Mai Chimuti brand embodies the humble yet unyielding spirit of women, symbolising empowerment, sustainable agriculture and community-driven development. It has evolved from a village origin to represent a transformative philosophy that redefines the value of women’s contributions.
The brand is personified by women like Baba naMai Taranhike, whose dedication and resilience have profoundly impacted their community.
This philosophy resonates globally, aligning with initiatives like the UN’s Sustainable Development Goal 5, which promotes gender equality and women’s empowerment.
Similar to the Grameen Bank’s microfinance approach, Mai Chimuti values women’s hard work and contributions.
Through combining eco-friendly practices with technology, Mai Chimuti showcases the interconnectedness of women’s empowerment and sustainable development, inspiring a global movement to recognise women’s pivotal role in shaping their communities.
Global inspirations
Similar initiatives globally demonstrate the potential for tourism branding to drive economic growth and empower local communities, as evidenced by Rwanda’s “Girls’ Education and Women’s Empowerment programmes, which have improved education and economic opportunities for women.
Initiatives like the Girls’ Education and Women’s Empowerment Programme, implemented by the Rwandan government in partnership with organisations like the African Development Bank, have resulted in increased girls’ enrolment in schools and women’s participation in entrepreneurship.
Likewise, Kenya’s “Women’s Economic Empowerment through Agriculture” projects have increased women’s participation in agriculture and entrepreneurship, with practical examples including the Kenya Agricultural and Livestock Research Organisation’s (KALRO) women’s agricultural cooperatives, which provide training, resources, and market access to women farmers.
In South Africa, “Rural Women’s Development” initiatives have promoted women’s empowerment and sustainable development in rural areas, such as the Department of Agriculture, Land Reform and Rural Development’s programmes supporting women in agriculture, which provide funding, training, and mentorship to women-led agricultural projects.
Meanwhile, in Europe, initiatives like Italy’s “Agriturismo” have successfully promoted agritourism, supporting local economies and preserving cultural heritage, with over 6 000 agriturismo farms operating in Italy, offering tourists a unique experience of rural Italy while generating income for local communities. Similarly, France’s “Gîtes de France” has been promoting rural tourism and supporting local economies for decades, with a network of over 60 000 rural accommodations, providing tourists with authentic experiences of rural France while contributing to the local economy.
These global examples illustrate the transformative impact of well-designed tourism branding initiatives on local economies and communities, highlighting the potential for replication and adaptation in other contexts.
Local impact
In Zimbabwe, the Agrotourism4She initiative has profound implications for grassroots development and cultural preservation, as the Mai Chimuti Brand showcases a holistic rural development model where residents harmoniously coexist with nature, leveraging modern amenities like WiFi and solar power while preserving the environment.
Under Dr Taranhike and Dr Makandwa’s visionary leadership, the Mai Chimuti Inaugural Kumusha conference brought together academia, local communities, and stakeholders to witness Her Excellency Dr Auxilia Mnangagwa’s groundbreaking launch of the initiative.
The village has become a knowledge-sharing hub, attracting professionals for bonfire discussions that foster community and collaboration.
Academic presentations from universities, namely: Bindura University, Great Zimbabwe University, University of Zimbabwe, Zimbabwe Open University, Midlands State University, Mutare Teachers College, and Mushandike Wildlife College, validated agritourism’s role in promoting sustainable development, cultural preservation and women’s empowerment.
The village’s focus on small grains, animal husbandry, and traditional foods promotes healthy living, while its conferencing facilities host academic presentations in vernacular languages, simplifying complex knowledge and promoting cultural heritage.
By embracing green energy and eco-friendly practices, Mai Chimuti Brand has become a beacon for sustainable development in Africa, offering a replicable model for rural areas and showcasing agritourism’s potential to drive economic growth, empower communities, and preserve cultural heritage.
In conclusion, the Agrotourism4She initiative in Zimbabwe is a groundbreaking model for sustainable rural development, showcasing a harmonious blend of nature and modernity.
Through promoting small grains production, animal husbandry, and traditional foods, while embracing green energy and eco-friendly practices, Mai Chimuti Brand has become a beacon for sustainable development in Africa, offering a replicable model that drives economic growth, empowers local communities, and preserves cultural heritage.