Zimbabwe pushes engagement and re-engagement drive through sport

Blessings Chidakwa-Herald Reporter

Zimbabwe’s national cricket team’s return to English soil after 22 years is not only rekindling sporting rivalries but also quietly reshaping diplomacy and redefining Zimbabwe’s global image.

The high-profile Test match between Zimbabwe and England at Trent Bridge has become a stage for renewed engagement between the two nations, marking a symbolic thaw in relations.

The Government has placed strategic digital advertisements around the stadium, showcasing Zimbabwe’s tourism gems, including Victoria Falls, wildlife, traditional arts, and adventure experiences.

The match is part of a broader soft diplomacy push aimed at transforming Zimbabwe’s international standing and stimulating economic sectors like tourism.

A dedicated tourism information desk at Trent Bridge has been set up to connect cricket fans with travel opportunities in Zimbabwe, supported by targeted messaging from various tourism clusters.

Deputy Minister of Tourism and Hospitality Industry, Tongai Mnangagwa, and Ambassador to the United Kingdom, Colonel Christian Katsande, urged the team to fly the national flag high and seize a diplomatic opportunity through sport.

Deputy Minister Mnangagwa said this achievement is courtesy of President Mnangagwa’s engagement and re-engagement initiative, emphasising that “Zimbabwe is a friend to all and an enemy to none.”

He added that the country is pushing tourism in England, sharing the beautiful story of Zimbabwe, and inviting people to experience it.

Deputy Minister Mnangagwa described this as a symbol of renewed friendship and an invitation to rediscover Zimbabwe as a dynamic destination open to the world.

As the Chevrons take on England, they represent more than sporting talent – they embody Zimbabwe’s aspirations for reconnection, cultural pride, and international visibility.

With cricket as the backdrop, Zimbabwe is writing a new chapter, blending diplomacy, sport, and national branding into a compelling narrative of progress.

The post Zimbabwe pushes engagement and re-engagement drive through sport appeared first on herald.