Prisca Tshuma, Staff Writer 
THE Zimbabwe Tourism Authority (ZTA) says Mercedes-Benz’s recent expedition to Victoria Falls has strengthened the country’s position as a leading tourism destination and raised the profile of its attractions in international markets.
Mercedes-Benz launched its “140 Years. 140 Places” global expedition in January this year to mark 140 years of automotive innovation, with the journey covering 55 countries.
The expedition brought a 21-member international team from Germany, Austria, the United Kingdom and South Africa to Zimbabwe.
The team crossed the Victoria Falls Bridge as part of its global journey celebrating the motoring brand’s heritage, mobility and discovery.
ZTA chief executive George Manyaya said the expedition presented an important marketing opportunity for Zimbabwe’s tourism industry, particularly Victoria Falls.
“Beyond the visibility generated by a globally recognised brand, the initiative strategically presents Victoria Falls as a destination where nature, history, adventure, heritage and authentic cultural experiences converge, creating compelling international content that will influence destination awareness and travel interest,” he said.
Manyaya added that the global exposure generated by the expedition could help Zimbabwe reach potential visitors beyond its traditional tourism markets.
“By featuring Zimbabwe in a prestigious global expedition, Mercedes-Benz is helping amplify the country’s tourism narrative to audiences beyond traditional markets and reinforcing Victoria Falls as a world-class gateway to the Zimbabwean experience,” Manyaya said.
According to ZTA, the expedition team also visited the big tree and the historic Victoria Falls Hotel, giving participants an opportunity to experience some of Zimbabwe’s natural and heritage attractions.
The visit comes as the tourism sector seeks to increase domestic and international visits to the country’s attractions, with authorities placing greater emphasis on promoting Zimbabwe in regional and international markets.
Zimbabwe has recorded growing international interest in its tourism offerings, with Forbes magazine ranking the country as the world’s best country to visit in 2025.
The ranking was attributed to Zimbabwe’s landscapes, biodiversity and quality of hospitality. The country has also attracted international attention through high-profile productions and travel-related content.
In 2024, Grand Tour presenters Jeremy Clarkson, Richard Hammond and James May filmed their finale in Zimbabwe. They visited destinations including Lake Kariba, Mana Pools and Hwange before travelling to Victoria Falls and crossing into Botswana.
The increased international exposure comes as Zimbabwe’s tourism sector recorded an estimated 2,3 million international visitors in 2025.
The increase in arrivals also contributed to higher tourism earnings, with the sector generating close to US$1 billion during the year.
More than US$922 million was recorded between January and September 2025, representing a 10 percent increase compared to the same period in 2024.
newsdesk@fingaz.co.zw
