The Influence of African Cuisines in Tourism Branding in Zimbabwe

Abstract

Tourism has become a significant driver of economic growth and development in many countries, including Zimbabwe. As the country seeks to attract more tourists and enhance its global image, it is essential to explore the various factors that contribute to successful tourism branding. One such factor that has gained increasing attention is the influence of African cuisines on tourism branding (Basera, 2022). Zimbabwe, with its rich and diverse culinary traditions, offers a unique opportunity to examine the impact of African cuisines on tourism branding (Mhizha, 2013). The country’s cuisine reflects its cultural diversity and history, with influences from various ethnic groups and neighbouring countries (Darma, 2020). As such, the promotion and incorporation of African cuisines into the tourism branding efforts of Zimbabwe have the potential to attract a wider range of tourists and enhance the overall visitor experience.