Cultivating Zimbabwe’s tourism through Agrotourism4She

ON May 6, 2025, Zimbabwe’s tourism landscape witnessed a transformative event, with the official launch of the Agrotourism4She Programme in Buhera District, Manicaland Province.

This initiative was graced and officiated by our patron of Tourism, Her Excellency, the First Lady of the Republic of Zimbabwe, Dr Auxillia Mnangagwa.

Her unwavering commitment to inclusive development, cultural preservation, and community upliftment continues to redefine Zimbabwe’s tourism identity.

The Agrotourism4She Programme is a visionary initiative designed to harness the potential of rural women, enabling them to actively participate in Agrotourism ventures and derive socio-economic value from their agricultural activities.

Aligning seamlessly with President Mnangagwa’s vision of “leaving no one and no place behind”, the National Development Strategy 1 (NDS1), and the broader Vision 2030 of transforming Zimbabwe into an upper-middle-income society, this programme stands as a testament to the nation’s commitment to inclusive growth.

Recognised as a vital tourism cluster under the Ministry of Tourism and Hospitality Industry, Agrotourism is being strategically positioned as a key driver of diversification, rural industrialisation and cultural heritage promotion.

The Agrotourism4She programme emerges as a game-changer in empowering women, creating rural employment opportunities, preserving Zimbabwean traditions, and contributing significantly to national economic growth.

Central to this movement is Dr Mnangagwa, whose role as Patron of Tourism transcends ceremonial duties.

She has been instrumental in championing Gastronomy Tourism in Zimbabwe, an area that celebrates the nation’s rich culinary traditions, promotes healthy eating, and safeguards intangible cultural heritage.

Her dedication to Gastronomy Tourism has garnered international recognition, culminating in Zimbabwe hosting the First UN Tourism Regional Forum on Gastronomy Tourism for Africa in July 2024.

This landmark event, held in Victoria Falls, was organised under her patronage and co-organised with the Basque Culinary Centre, highlighting Zimbabwe’s commitment to leveraging gastronomy as a catalyst for sustainable tourism development across the continent.

Through her unwavering dedication to promoting Zimbabwe’s rich culinary heritage, Dr Mnangagwa has transformed traditional dishes into celebrated national treasures.

Iconic meals such as mufushwa une dovi (dried vegetables with peanut butter), madora (mopane worms), nhopi (pumpkin and peanut porridge), rupiza (cowpeas porridge), derere (okra), sadza rezviyo (finger millet sadza), and mapudzi have been elevated to global acclaim.

These dishes, renowned for their deep nutritional value and medicinal properties, have graced international platforms, cultural fairs, and tourism expos, captivating audiences with their authentic flavours and cultural significance.

At the 8th United Nations World Forum on Gastronomy Tourism in Spain, Zimbabwe’s culinary offerings stood out, with women from various communities expertly preparing these dishes using traditional utensils and indigenous ingredients, adding a distinctive African flair to the event.

By actively involving women, youth, and persons with disabilities in the preparation and presentation of these dishes, she is not only reviving indigenous knowledge systems but also ensuring the transmission of culinary heritage to future generations.

This initiative fosters community pride, generates income, and empowers individuals, thereby strengthening the social fabric of rural communities. Through these efforts, Zimbabwe’s culinary identity is being preserved and celebrated, positioning the nation as a beacon of cultural richness and diversity in the global tourism arena.

The Agrotourism4She Programme complements the First Lady’s vision of Gastronomy Tourism by recognising the intrinsic link between agricultural production and culinary experiences.

Tourists visiting rural Zimbabwe will now have the opportunity to engage in immersive experiences, picking fresh produce, learning traditional recipes, tasting authentic meals, and hearing the stories behind each dish.

This programme transcends farming and food; it is a celebration of Zimbabwean identity, a promotion of wellness, an encouragement of entrepreneurship, and a bridge connecting tradition with tourism.

In May 2024, Dr Mnangagwa launched the ground-breaking Farm to Market initiative, aimed at empowering rural farmers, particularly women and youth, by improving access to markets and encouraging value addition at the community level. Building on the success of this initiative, she officially launched the Agrotourism Programme, a visionary step integrating agriculture with tourism to create immersive rural experiences for both domestic and international visitors.

The Agrotourism Programme complements the Farm to Market model by positioning rural farming communities not only as food producers, but also as tourism destinations.

Visitors can now participate in farming activities, enjoy traditional cuisines, learn indigenous farming methods and engage in cultural storytelling experiences that enrich Zimbabwe’s tourism offering.

This dual-pronged approach reinforces the Government’s thrust towards inclusive and sustainable tourism growth, strengthens the rural economy and contributes to national development goals.

Her Excellency’s leadership in both initiatives underscores her commitment to grassroots empowerment, community upliftment, and heritage preservation through tourism.

Zimbabwe’s agrotourism sector is thriving, with Mapfura wine emerging as a standout product. Made from a local, drought-resistant fruit, the wine has become popular in shops and bars, reflecting strong local demand.

The Agrotourism4She programme, launched by Dr Mnangagwa, has boosted rural tourism and the promotion of local produce.

As Zimbabwe chairs SADC, Mapfura wine is now served at regional events, impressing guests who often take it home in bulk.

It is also featured internationally, strengthening Zimbabwe’s role in Gastronomy Tourism, an area where food, culture, and travel combine to create rich, authentic experiences.

The Agric4She programme, also championed by the First Lady, has significantly empowered women across Zimbabwe by promoting the cultivation of traditional grains such as sorghum, millet, and rapoko.

These grains are not only resilient to climate change but also integral to the nation’s culinary heritage.

By equipping women with the necessary inputs and knowledge, Agric4She has transformed subsistence farming into a viable economic activity, enhancing food security and household incomes.

Building upon this foundation, the Agrotourism4She initiative seamlessly integrates agriculture with tourism, offering immersive experiences that celebrate Zimbabwe’s rich cultural and agricultural landscapes.

Visitors are invited to participate in farming activities, learn traditional cooking methods, and savour authentic dishes prepared from locally grown grains.

This fusion not only provides tourists with unique, hands-on experiences but also creates additional revenue streams for rural communities, positioning Zimbabwe as a premier destination for sustainable and culturally enriching tourism.

The Agrotourism4She programme offers tangible benefits to both the economy and society.

It empowers rural women by equipping them with skills, tools, and platforms to transform their agricultural and cultural knowledge into viable tourism enterprises, granting them agency, dignity, and opportunity.

From home-based restaurants to craft markets and eco-lodges, women can now establish businesses that attract tourists and create employment for family and community members.

Agrotourism appeals to local and regional visitors seeking authentic, experience-based tourism, enhancing domestic tourism receipts and ensuring that tourism income circulates within communities. By promoting Zimbabwean food, music, clothing and farming methods, the programme aids in safeguarding Zimbabwe’s rich and diverse heritage.

Emphasis on organic and indigenous foods promotes healthy lifestyles, educates the public on nutrition and supports food sovereignty.

The programme fosters social inclusion by bringing together various community members, women, youth, and the elderly to participate in tourism activities. It promotes eco-conscious farming and the preservation of natural landscapes, aligning tourism with sustainable environmental practices.

As agrotourism becomes a sought-after tourism product, it contributes to GDP growth and opens export opportunities for Zimbabwean food brands and cultural products.

The Agrotourism4She programme serves as a blueprint for inclusive and sustainable tourism development. It positions women at the centre of economic activity, values cultural knowledge, and celebrates the unique identity of Zimbabwe.

As the Ministry of Tourism and Hospitality Industry, we extend our heartfelt gratitude to our Patron, whose commitment, compassion, and leadership have become the cornerstone of Zimbabwe’s gastronomy and Agrotourism revolution.

Her work not only builds livelihoods but also restores dignity, pride, and purpose to rural communities.

Together, under her guidance, we continue to experience Zimbabwe, one farm, one meal, and one empowered woman at a time.

As Zimbabwe’s tourism sector flourishes, contributing significantly to the nation’s GDP and employment, initiatives like Agrotourism4She not only celebrate our rich cultural heritage but also position Zimbabwe as a premier destination for authentic and sustainable travel experiences. – Article compiled by the Ministry of Tourism and Hospitality Industry.