The Green Gold Rush: How Rural Tourism is Becoming Zimbabwe's Next SuperBrand
Rural tourism is gaining ground in Zimbabwe, with entrepreneurs like Terrence Maphosa of KwaTerry showing how untapped land can be transformed into thriving tourism businesses. The time to rethink rural development is now.
Beyond Victoria Falls: Unlocking Zimbabwe's Hidden Gems
In the push to revitalise Zimbabwe’s economy, rural tourism stands out as a largely overlooked but highly promising sector. With vast landscapes and rich cultural heritage, rural parts of the country offer immense potential. Travellers globally are seeking nature-based, wellness-oriented, and culturally immersive experiences—all of which our rural communities can provide with minimal initial investment.
Yet, despite this, Zimbabwe’s tourism focus remains concentrated in a few high-traffic areas. This leaves countless tracts of land—a farm next to a dam perfect for a fishing retreat, a mountain village with forest trails ideal for hiking—underutilised. These are practical opportunities waiting to be seized.
The Blueprint for Sustainable Growth
To succeed, rural tourism needs a coordinated strategy that moves beyond isolated efforts. The industry must accommodate a wide range of preferences, from adventure trips to rural homestays. The more diverse the offerings, the broader the market reach.
"The challenge now is less about resources and more about organisation and support."
This requires stronger partnerships between communities, entrepreneurs, and government agencies. Shared marketing, joint investment in infrastructure, and supportive policies for small operators are essential. Furthermore, as highlighted by Ghanaian YouTuber Wode Maya, we must address the fundamental barriers to travel—such as visa restrictions and high airfares—to make it easier for both Zimbabweans and other Africans to explore our beautiful continent.
The KwaTerry Model: A Case Study in Rural Innovation
Entrepreneurs like Terrence Maphosa, founder of KwaTerry, are already setting the pace. By transforming rural land into a vibrant tourism venture, he has proven what is possible when vision meets action. KwaTerry is a powerful example of how local investment and a well-designed rural experience can create immense value, not just for tourists, but for local economies.
The solution is not to wait for large investors. If you have land with scenic value, small-scale developments like a campsite, a guided trail, or a homestay experience can generate income and build momentum. A tourism economy built from the ground up is more inclusive, sustainable, and adaptable.
The Time to Act is Now
Zimbabwe is not short on potential, but potential alone doesn’t grow an economy. Action does. The success of ventures like KwaTerry proves that rural tourism is not a theory; it’s a viable business model. With the right mindset and a willingness to collaborate, more Zimbabweans can turn overlooked land into thriving destinations.
At Polaris SuperBrands, we see the rise of rural tourism as a powerful lesson in brand building. Entrepreneurs like Terrence Maphosa are not just creating businesses; they are building authentic "experience brands" from the ground up.
This is the essence of what makes a SuperBrand: identifying an unmet need, delivering a high-quality, genuine experience, and building a reputation based on trust and excellence. The success of KwaTerry demonstrates that a strong brand can be built anywhere, not just in established commercial centers.
By empowering local communities and showcasing the authentic charm of our country, these entrepreneurs are contributing to a larger, more diverse, and more resilient "Brand Zimbabwe." This is the kind of grassroots innovation and commitment to quality we champion every day.
Polaris Systems: Our approach works so well because we provide a single point of contact for every customer, creating multiple efficiencies. We aim to ensure a seamless experience, resulting in partnerships that deliver improved value and minimal downtime. This is how we achieve true customer satisfaction.
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Kuda (Borehole)