HARARE — British billionaire Sir Jim Ratcliffe, the INEOS founder and Manchester United co-owner, has delivered a glowing endorsement of Zimbabwe as an international tourism destination, describing the country as magnificent, exceptionally welcoming and safe following a holiday that took him through some of its most celebrated natural attractions.
Ratcliffe, one of Britain’s most prominent industrialists and sporting investors, praised Zimbabwe’s people, wildlife and hospitality during a visit that included the Eastern Highlands, Victoria Falls and Hwange National Park.
His remarks, captured in a video circulated by the Zimbabwe Tourism Authority (ZTA), provide a high-profile endorsement of a country seeking to strengthen its position in the increasingly competitive international tourism market.
The 73-year-old businessman was accompanied by his partner, Catherine Polli, during part of the trip, including a round of golf at Troutbeck Resort in Nyanga.
Speaking from the resort’s scenic golf course, Ratcliffe expressed particular admiration for the natural environment and the close interaction between visitors and wildlife.
“You’ve got animals on the golf course, so you’ve got impala and warthog and bushbuck and it’s just one with nature really,” he said.
Zimbabwe’s hospitality wins over British billionaire
Perhaps the most striking aspect of Ratcliffe’s assessment was his enthusiasm for the hospitality he encountered throughout his travels.
The Manchester United investor gave Zimbabwe’s friendliness the highest possible rating, suggesting that the warmth of its people was among the country’s strongest tourism assets.
“Ten out of 10, it can’t be more friendly,” Ratcliffe said.
He was equally complimentary about the country’s coffee and the reception he received from Zimbabweans.
“The coffee is good, in fact, the coffee is excellent here… and again, friendly faces everywhere. That’s why I love Zimbabwe,” he added.
His comments offer a reminder that the visitor experience extends beyond famous attractions and luxury accommodation.
For international tourists, the quality of service, personal interactions and sense of welcome can be as influential as the destination itself.
Zimbabwe’s hospitality sector has long relied on its natural landscapes and wildlife, but Ratcliffe’s remarks place particular emphasis on the people who contribute to the country’s appeal.
From Nyanga to Victoria Falls and Hwange
Ratcliffe’s itinerary highlighted the diversity of Zimbabwe’s tourism offering.
In Nyanga, the billionaire experienced the cooler climate and mountainous landscapes of the Eastern Highlands, an area known for its forests, waterfalls, trout fishing and outdoor recreation.
The region offers a different tourism experience from the country’s better-known safari destinations, making it an important part of Zimbabwe’s broader efforts to diversify its visitor economy.
His journey also included Victoria Falls, one of the world’s most spectacular waterfalls and a major attraction for international travellers.
Ratcliffe described the landmark as an unforgettable experience.
“Nobody would ever forget going to Victoria Falls,” he said.
The businessman also visited Hwange National Park, Zimbabwe’s largest national park, which is internationally recognised for its elephant populations and extensive wildlife habitats.
Together, these destinations illustrate the country’s potential to attract different categories of visitors, from adventure travellers and wildlife enthusiasts to luxury holidaymakers and international business executives.
Mana Pools holds special memories
Ratcliffe’s connection with Zimbabwe is not new.
The billionaire revealed that he had previously undertaken canoeing expeditions along the Zambezi River, experiences that left a lasting impression on him.
Recalling those journeys, he said he had twice completed a canoe trail covering approximately 80 to 100 kilometres.
The expeditions took him through the wilderness associated with Mana Pools National Park, one of Zimbabwe’s most distinctive conservation areas.
Situated along the Zambezi River, Mana Pools is internationally renowned for its wildlife, river landscapes and opportunities for walking and canoeing safaris.
Ratcliffe said he intended to conclude his latest Zimbabwean holiday with another visit to the area.
His decision to return to a destination he had explored years earlier highlights an important characteristic of successful tourism markets: their ability to attract repeat visitors.
Repeat tourism can generate sustained demand for accommodation, transport, guiding services and other activities supporting local businesses.
A valuable endorsement for Zimbabwe’s tourism industry
Ratcliffe’s praise comes at a time when Zimbabwe is seeking to expand tourism’s contribution to economic growth, foreign-currency earnings and employment.
The sector supports a wide network of businesses, including hotels, restaurants, tour operators, airlines, transport companies, conservation enterprises and community-based tourism initiatives.
International recognition from influential visitors can strengthen destination awareness, particularly when their experiences are shared through established media and social platforms.
Ratcliffe’s global profile extends beyond his industrial interests.
As founder of the multinational chemicals group INEOS and a leading figure in Manchester United’s ownership structure, he is widely recognised in international business and sport.
His positive assessment of Zimbabwe therefore has the potential to reach audiences who may not ordinarily encounter the country’s tourism marketing campaigns.
However, celebrity endorsements alone do not guarantee increased tourist arrivals or investment.
Converting international attention into sustained economic benefits requires reliable transport connections, competitive accommodation, effective destination marketing and consistent service standards.
It also depends on the protection of natural attractions that form the foundation of Zimbabwe’s tourism industry.
Tourism’s wider economic significance
Zimbabwe’s tourism potential extends well beyond its established destinations.
The Eastern Highlands, Great Zimbabwe, Lake Kariba, Matobo Hills and the country’s national parks offer opportunities to develop a more geographically diverse visitor economy.
Greater tourism activity can support small businesses and employment in communities located near major attractions.
Local farmers, craftspeople, hospitality workers, transport operators and independent guides can all benefit when visitor spending reaches beyond large hotels and established tourism companies.
For Zimbabwe, the challenge is to ensure that the sector’s growth generates meaningful economic opportunities while maintaining environmental sustainability.
Conservation remains especially important in destinations such as Hwange and Mana Pools, where biodiversity and protected landscapes are central to the visitor experience.
Ratcliffe’s enthusiasm for encountering wildlife in its natural surroundings underscores the commercial and environmental value of preserving these assets.
Beyond political perceptions
Zimbabwe’s international image has often been shaped by political developments and economic difficulties.
Yet the country’s tourism appeal rests on a wider combination of natural beauty, cultural heritage, wildlife and hospitality.
Ratcliffe’s observations offer a personal perspective on those attractions.
His description of Zimbabwe as safe reflects his own travel experience and should not be interpreted as a comprehensive assessment of security conditions throughout the country.
Nevertheless, the positive impressions of a prominent international visitor may help encourage prospective tourists to explore the destination for themselves.
Ratcliffe was emphatic in his overall assessment.
“Zimbabwe is a magnificent place, it’s full of friendly people, it’s very safe,” he said, before highlighting Hwange, Mana Pools and Victoria Falls.
For the Zimbabwe Tourism Authority and businesses operating across the country’s hospitality sector, the remarks represent a valuable opportunity to showcase the country’s attractions to a wider international audience.
The challenge now is to translate that attention into visitor bookings, investment and sustainable tourism growth.
As Zimbabwe seeks to strengthen its international tourism brand, Ratcliffe’s message is straightforward: its greatest attractions are not limited to its landscapes and wildlife, but include the warmth of the people who welcome visitors.
