Forbes has named Zimbabwe as the "world's best country to visit in 2025", a recognition that the Zimbabwean government attributes to President Emmerson Mnangagwa's leadership.
However, Forbes, an American magazine, did not mention the nation's leadership in its recent tourism report, which is updated regularly.
Zimbabwe first took the lead in August 2025.
Forbes magazine cited Victoria Falls, Zimbabwe's Eastern Highlands, and breathtaking terrains, suitable for hiking, as the Southern African nation's strongest selling points.
In a statement, the European Union termed Zimbabwe's chart-topping recognition as "well-deserved," hailing its "astonishing landscapes, rich biodiversity, and warm hospitality."
According to Forbes, Zimbabwe's capital, Harare, has witnessed a 56% surge in flight enquiries, while the country's southwestern city of Bulawayo has registered more than 80% flight searches in recent months.
Bulawayo is the gateway to Matobo National Park, and also hosts Zimbabwe's main museum, the Natural History Museum.
Forbes said it relied on travel expert interviews to compile its report on leading tourist destinations worldwide.
The magazine also cited "opportunities for wellness travel, city jumping, and low-intensity travel" as the other parameters.
The only other African nation in Forbes' top 10 list was Morocco, at number six.
Globally, Zimbabwe is followed by Lithuania at second place, and Sri Lanka in the third position.
Besides commending President Mnangagwa for the international recognition, the Zimbabwean government lauded First Lady Auxillia Mnangagwa, who is also the country's culture and heritage ambassador, for "positioning" Zimbabwe as a tourist hub.
In terms of tourist arrivals, in 2024, Zimbabwe received 1.6 million tourists, a figure that falls way below Morocco's 17.4 million, and second-placed Egypt's 15.7 million.
Tunisia was third on the continent, with nearly 10.3 million tourists, followed by South Africa at 8.9 million, and Algeria rounding out the top five with 3.5 million tourists.
Other countries in the top 10 in a descending order were Kenya, Tanzania, Zimbabwe, Mauritius, and Uganda.
The Forbes report, which ranked Zimbabwe as the world's leading tourism destination, did not anchor its rankings on tourist numbers, but on scenic sites, as well as ease of movement in the host country.
In 2024 alone, Morocco earned 11 billion US dollars from tourism, while Egypt's rich heritage pushed its tourism earnings to above 14 billion US dollars, placing its revenue above Morocco's.
Tunisia, on the other hand, pocketed 2.2 billion US dollars.
Zimbabwe, which ranks eighth based on tourist arrivals, earned 1.2 billion US dollars from tourism in 2024.
Zimbabwe, whose economy is significantly driven by the services sector, agriculture, and mining, has a population of nearly 17 million people.
