Zimbabwe has been officially recognized by Forbes magazine as the 2025 world's best country to visit, a prestigious accolade that underscores its burgeoning appeal as a premier international tourist destination. This recognition follows a robust performance in its tourism sector, which defied global challenges to record over 1.6 million international tourist arrivals in 2024. During this period, the sector generated an impressive US$1.2 billion in receipts and attracted US$190.5 million in investments, as detailed in a government ministry report released in September.

The country boasts an array of majestic tourist attractions, including five UNESCO World Heritage Sites: the awe-inspiring Victoria Falls, the historic Great Zimbabwe monument, the ancient Khami Ruins National Monument, the scenic Matobo Hills, and the pristine Mana Pools National Park. Travel experts cited by Forbes in their report, "The World's Most Visited Countries," hailed Zimbabwe as the leading tourist destination for the year. They vividly described the nation as "a mosaic of rugged wild terrain and deep ancestral heritage—where jagged granite outcrops rise above sun-scorched golden plains and skies stretch wide over rustling acacia groves."

Specific attractions were highlighted as must-visits for various travel experiences. The majestic Victoria Falls, the expansive Great Zimbabwe Monument, and the serene Eastern Highlands were recommended for tourists seeking opportunities in wellness travel, city exploration, and low-intensity journeys. Forbes elaborated on these destinations: "The ancient stone city of Great Zimbabwe stands as a powerful reminder of the country's layered past, its dry-stone walls steeped in centuries-old history." Describing Victoria Falls, they noted, "Meanwhile, at Victoria Falls, the Zambezi crashes into thunderous gorges below—sending mist into the air that often catches the sun in fleeting rainbows." For those seeking tranquility, "The Eastern Highlands, however, offer a quieter scene: think cloud-covered slopes, winding hiking trails and pockets of mist-laced mountain stillness."

The increasing interest in Zimbabwe is also reflected in travel data. World-leading travel site KAYAK reported a significant surge in flight searches, with Bulawayo experiencing an over 80 percent increase and Harare seeing a 56 percent rise this year. Other highly-rated tourist destinations mentioned alongside Zimbabwe included Lithuania, Sri Lanka, South Korea, Argentina, Morocco, and Norway.

Minister of Tourism and Hospitality Industry, Barbara Rwodzi, expressed immense joy and pride regarding the Forbes recognition. Speaking to The Herald, she emphasized that this acknowledgement by global travel experts serves not only as an endorsement of Destination Zimbabwe but also as concrete testament to the country's status as a safe and peaceful tourist destination. "We are overjoyed by the acknowledgement from Forbes and global travel experts... it is confirmation that Zimbabwe is a safe, peaceful, war-free tourist destination," she affirmed.

Under the Second Republic, led by President Mnangagwa, there has been a sustained and vigorous campaign to promote Zimbabwe as a leading tourist destination. President Mnangagwa has consistently championed tourism as a "low hanging fruit for accelerated economic growth, employment creation and foreign exchange generation." The sector's significant contribution to the Gross Domestic Product (GDP) is a testament to these efforts. To further enhance competitiveness and reduce business costs within the sector, Cabinet recently approved a comprehensive review of licenses, permits, levies, and fees.

Analysts have widely lauded the Forbes recognition as well-deserved. Mr. Dereck Goto, a Harare-based analyst, stated, "It reflects the country's diverse natural beauty, rich cultural heritage, and the resilience of its tourism sector in the face of global challenges. From the majestic Victoria Falls to our pristine national parks and vibrant local communities, Zimbabwe offers an authentic African experience that is increasingly resonating with global travellers seeking meaningful and sustainable tourism." Another analyst, Mr. Kudzai Mutisi, optimistically proclaimed the recognition as the dawn of a "golden era" for Zimbabwe's tourism. He highlighted the sector's immense potential as a key driver of economic growth, noting how the government's sustained marketing campaign, initiated after two decades of negative publicity, is now yielding significant dividends, making the "hidden gem called Zimbabwe... the talk of the world." Online, Zimbabwe's tourism offerings consistently receive high ratings across social media platforms, travel blogs, and magazines.