Faith Economy: Devotions Turn Worship Into Big Business

Zimbabwe’s crossover nights and annual devotions are drawing huge crowds and driving a booming religious tourism sector that boosts hotels, transport and vendors (image source)

Zimbabwe’s religious tourism industry is booming, fuelled by the growing popularity of crossover nights and annual devotions that draw thousands of worshippers from across the region. Once seen as purely spiritual gatherings, these events are now recognised as major economic engines, filling hotels, restaurants and transport services while putting Zimbabwe firmly on the map as a destination for faith-based travel. Crossover nights—the all-night vigils held on New Year’s Eve—have become iconic. Churches across denominations host massive gatherings where worshippers pray, sing and celebrate the arrival of the new year. Stadiums and open fields are packed to capacity. “It’s like a spiritual concert,” one attendee said. “You feel the energy, the hope, the renewal.”

Annual devotions, meanwhile, are multi-day pilgrimages organised by apostolic sects, Pentecostal churches and Catholic dioceses. These gatherings often take place at rural shrines or church headquarters, drawing worshippers from across Zimbabwe and neighbouring countries. The influx of visitors has created a mini-economy around these events, with vendors selling food, clothing and religious paraphernalia. Tourism officials say the impact is significant. “Religious tourism is now one of our fastest-growing sectors,” a Zimbabwe Tourism Authority spokesperson confirmed. “These events generate millions in revenue, create jobs and promote Zimbabwe as a destination for spiritual renewal.”

Hotels in Harare, Bulawayo and Mutare report full bookings during major crossover nights, while rural lodges near popular devotion sites see spikes in occupancy. Transport operators, from bus companies to kombi drivers, also benefit from the surge in demand. Even small-scale vendors say the gatherings are a lifeline, allowing them to earn in a few days what might otherwise take weeks.