Zimbabwe Named Top of the World’s Best Countries to Visit in 2025, According to Forbes Travel Guide - Or Has It?

Minister for Tourism Appears to Accept Prestigious Accolade After Ministry's Own Social Media Page Spins Story with No Substance

Victoria Falls Bits and Blogs, 13th October 2025

For the few days the Zimbabwean Ministry of Tourism and Hospitality Industry has been promoting a social media post claiming that Zimbabwe was 'recently named by travel experts as the world’s best country to visit in 2025.'

The post, shared on the Ministry's Facebook page three times over the last few days, simply features a photograph of the Victoria Falls with the text 'Forbes - Zimbabwe named the world's best country to visit in 2025, according to travel experts,' without giving any further details or linking to any specific article.

The claim appears after growing negative online and media coverage over increasing tourism development pressures at the Victoria Falls and which threaten the UNESCO World Heritage Site status of the Zimbabwean side of the Falls (Victoria Falls Bits and Blogs, 27th September 2025).

A quick internet search reveals that the national press and tourism industry have reacted with similar claims, with The Herald of 13th October reporting "Zimbabwe has been named the 2025 world best country to visit by Forbes magazine, a renowned global publication" and quoting Tourism and Hospitality Industry Minister Barbara Rwodzi. 

"We are overjoyed by the acknowledgement from Forbes and global travel experts. As you know, its prestigious when you get such recognition from Forbes and it is confirmation that Zimbabwe is a safe, peaceful, war-free tourist destination," (The Herald, 13th October 2025)

Several online regional tourism news websites have also picked up on the story and repeated the claims.

But has Zimbabwe really received this grand accolade? The original article on the Forbes.com website, titled 'The World’s Best Countries To Visit In 2025, According To Travel Experts' was posted on 5th August 2025, and is not in fact an award from the prestigious Forbes Travel Guide, or even the opinion of independent 'Travel Experts,' but is instead an advertorial feature written by a freelance travel writer and solely based on the online search results from one 'world-leading' online travel booking website, kayak.co.uk.

In listing Zimbabwe top of this list, the feature detailed simply "Zimbabwe cities like Bulawayo have seen more than 80% increase in flight searches on Kayak, while Harare has increased by 56% for summer this year."

So despite the grand headlines and Ministerial self-congratulations, Zimbabwe has not been voted top of any global travel destination list by Forbes, or any other leading travel organisation. Forbes Travel Guide published its list of top places to visit for 2025 in January (Forbes Travel Guide Top 12 Destinations for 2025). Zimbabwe did not make the list. The Minister for Tourism appears therefore to be the victim of her own Ministry's over active spinning of stories on social media, and that rather than drawing attention away from controversial developments at Victoria Falls, their mistake will in fact help put them in the global spotlight. How embarrassing.

Read about the growing tourism development pressures facing the Victoria Falls and which threaten the UNESCO World Heritage Site listing - Keep Victoria Falls Wild.