Mthuli Ncube putting lipstick on frog—Analysts

Fortune Nkosi

Bulawayo—The Finance ministry’s allocation of ZIG$4 billion in the 2025 budget for an “Image Building, Engagement, and Re-engagement Programme” has ignited widespread criticism from opposition leaders, political analysts, and economic commentators.

ZIG$4 billion is about US$156, 000 at the current official exchange rate.

Announced by Finance minister Mthuli Ncube during his recent budget presentation, the programme aims to enhance Zimbabwe’s international image, resolve debts, and attract trade and investment.

However, critics argue that the government’s focus on public relations reflects a glaring disconnect from the struggles of ordinary Zimbabweans and the systemic issues undermining the country’s progress.

Zimbabwe continues to face a deepening economic crisis.

Recent figures from the Zimbabwe National Statistical Agency (ZimStat) indicate that unemployment has inched up, with 890,161 jobless citizens in the third quarter of 2025 compared to 850,326 in the first quarter.

The country’s economic woes are evident in company closures, a plummeting local currency, and widespread poverty.

Skilled workers are fleeing the formal job market due to extremely poor remuneration, with many joining the informal sector or migrating abroad in search of better opportunities.

Political analyst Mxolisi Ncube dismissed the Z$4 billion allocation as a “futile exercise,” arguing that no amount of public relations can mask the government’s failure to address fundamental issues.

“No amount of PR (public relations) or propaganda, no matter how well-executed, will work as long as the underlying issues remain unaddressed.

“It is a futile exercise for the current government to spend even a dime on public relations, image building or propaganda, especially as that is not being backed by anything else on the ground,” Ncube said.

Ncube argued that the government’s priorities remain disconnected from the needs of ordinary Zimbabweans.

Zimbabwe’s informal sector has become a cornerstone of the economy, providing livelihoods for millions.

From vending and small-scale manufacturing to cross-border trade, it fosters resilience and grassroots entrepreneurship.

Yet the sector remains largely ignored in formal economic metrics and policy frameworks.

The 2025 national budget’s new tax regime threatens to stifle this critical sector.

The Fast Foods Tax (0.5%), for instance, could force informal food vendors with razor-thin margins to raise prices or shut down entirely.

Similarly, the Plastic Carrier Bag Tax (20%) increases operating costs for small businesses dependent on cheap packaging.

The Betting Tax (10%) risks curtailing sports betting, a vital income source for thousands of jobless Zimbabweans.

Moreover, mandatory tax registration and quarterly payments for emerging sectors impose administrative burdens that many small businesses are ill-equipped to handle.

Ordinary citizens, particularly low-income households, will also feel the squeeze as these taxes erode disposable income and limit economic opportunities.

The budget’s emphasis on international re-engagement particularly with Western countries and institutions such as the International Monetary Fund (IMF) and the Commonwealth, has drawn further criticism.

Zimbabwe’s tarnished global image stems from decades of political violence, human rights abuses, and economic mismanagement. Critics argue that public relations campaigns cannot repair a reputation damaged by systemic governance failures.

Nicholas Ngqabutho Mabhena, the secretary-general of the little-known Zimbabwe Communist Party (ZCP), highlighted the contradictions in the government’s strategy.

“We have seen an increase of Chinese companies or business people that are exploring the Zimbabwean minerals, which goes against the interests of the Western powers or the so-called international community, which the government of Zimbabwe seeks to achieve in ending international isolation,” said Mabhena

He added: “On that score, it is not working because the Biden administration is competing with China in Africa and, in particular, in Zimbabwe.

“That engagement or re-engagement is not working even when huge sums of money are paid to a communication campaign to disseminate information. Secondly, the Zimbabwean government has failed to rebuild the economy,” said Mabhena.

Opposition parties have also criticised the budget for ignoring Zimbabwe’s fundamental challenges.

Congress for Transformation (CFT) spokesperson, Iphithule Maphosa, argued that the government’s inability to tackle corruption, job creation, and economic policy inconsistencies has caused far greater damage to the nation’s image than any PR campaign could hope to repair.

“The Zimbabwean image was damaged by constant human rights abuses, unconstitutionalism, corruption as well as economic and financial policy inconsistencies. All these are on the domestic front, obviously with repercussions that stretch onto the global front,” he said.

Maphosa added: “The government must address systemic corruption, constitutional violations, and economic mismanagement to rebuild trust and credibility.”

Critics widely agree that Zimbabwe’s path to recovery lies in substantive reforms, not superficial image-building exercises.

They emphasise the need for policies that prioritise governance, economic stability and respect for democratic principles.