This study focused on the influence of culture on the management of heritage sites in Zimbabwe. The research was motivated by the fact that there was ineffective alignment and integration of heritage and cultural resources into mainstream tourism. The value and impact of heritage tourism has not been fully realised, particularly the economic potential of heritage and cultural tourism products. Therefore, using a qualitative research methodology this study sought to explore the extent to which culture affects performance in NMMZ’s effort to transform heritage sites into vibrant tourism products. The objectives of the research were to examine Zimbabwe’s heritage, its meaning and relevance in tourism and to explore the potential of heritage sites in Zimbabwe as ‘world class’ tourist destinations.