A newly-formed sports tourism initiative, Afro Sports Tourism, has pledged to unlock Zimbabwe’s untapped sports sector and transform it into a major driver of tourism and economic growth.
Speaking at the organisation’s launch in Harare last Thursday, co-founder Nyasha Sanyamandwe said Afro Sports Tourism would focus on positioning Zimbabwe as a premier regional sports destination through events, curated travel experiences and partnerships with local sporting bodies.
“We are dedicated to unlocking the vast potential of sports tourism in Zimbabwe,” Sanyamandwe said.
“By integrating sport, travel and local communities, we aim to drive economic growth, promote cultural exchange and showcase Africa’s unique sporting identity to the world.”
Sanyamandwe noted that Zimbabwe already boasts rich sporting “products” across the country’s 84 registered sporting codes, from rugby and football to emerging recreational sports.
She pointed to recent and upcoming international fixtures that have placed Zimbabwe on the global sporting map, including Zimbabwe Rugby’s 2027 World Cup qualification, Warriors’ qualification for Afcon, the Footgolf tournament recently held in Victoria Falls, Zimbabwe Cricket’s hosting of the U-19 tournament and co-hosting the 2027 Cricket World Cup, and the 2027 Polocrosse World Cup.
“These are only a few examples to illustrate how Zimbabwe has a good product in sport,” she said.
“Our entity comes in to optimise the impact when we host such events and increase visitors’ expenditure while marketing destinations across the country.”
Sanyamandwe added that global trends — including more health-conscious post-COVID-19 travel — have boosted the popularity of recreational sporting activities such as marathons, which have become major tourism magnets in countries like South Africa.
Zimbabwe, she said, should capitalise on its growing tourism profile, especially after being recently listed among the world’s top destinations to visit in 2025.
Afro Sports Tourism also intends to support grassroots initiatives by working with local associations to develop sport in communities, with the goal of spurring both economic and social benefits.
“We are grateful for the cooperation we have started receiving from stakeholders, and we want to build from this launch as we forge ahead,” she said.
The organisation says it will now embark on forging partnerships and creating platforms to enhance the visibility and commercial value of Zimbabwe’s sporting landscape.
Samanyandwe founded Afro Sports Tourism with Ralph Nkomo, a Fifa-registered football agent, Thabo Mabulawa and Henry Hakulandaba, a public relations specialist.
