Johnson Progress

As Zimbabwe’s premier travel and hospitality showcase gears up for its 2026 edition in the ancient city of Masvingo, industry leaders are projecting a significant surge in both international arrivals and domestic travel participation.

The Sanganai/Hlanganani/Dzimbahwe Tourism Expo, slated to commence next week, is being heralded not merely as a trade fair but as a strategic intervention to revitalize a sector still finding its post-pandemic footing.

The decision to host the event in Masvingo a province steeped in history and home to the iconic Great Zimbabwe Monument marks a deliberate shift from last year’s location in Mutare.

Stakeholders argue that rotating the expo through different provinces is already bearing fruit, with preliminary reports indicating a noticeable uptick in international visitor numbers following the 2025 event in the Eastern Highlands.

This decentralization strategy, they believe, is key to distributing tourism revenue equitably across the country.

With less than seven days until the official opening, preparations are in full swing.

The Tourism Business Council of Zimbabwe (TBCZ) has confirmed that over 130 international buyers and media representatives have already landed in the country, with many embarking on pre-expo familiarization tours.

These excursions are designed to give global buyers a firsthand taste of Zimbabwe’s diverse safari landscapes, cultural heritage sites, and hospitality standards before the formal business sessions begin.

TBCZ Chief Executive Officer, Mr. Christopher Sithole, emphasized that while marketing is a primary objective, the council is equally focused on advocacy.

He explained that the gathering provides a crucial platform for addressing structural bottlenecks, particularly regarding pricing and operational costs, which have historically made Zimbabwe a premium but sometimes inaccessible destination.

“There are pre-event activities already taking place as many buyers are already visiting the various tourist attractions in Zimbabwe,” Sithole said.

He further stressed that the council is eager to foster a policy environment that strengthens the industry’s value chain.

“The main event will provide us a platform to promote our products but most importantly advocate for policies that create a robust tourism industry value chain that is attractive and affordable to grow our industry,” he added.

On the domestic front, the Hospitality Association of Zimbabwe (HAZ) is leveraging the expo to tackle the challenge of local participation.

For years, the domestic market has been overshadowed by international bookings, but recent economic pressures have shifted focus toward the local traveler.

HAZ president, Mrs Emma Kativhu, noted that the event is a golden opportunity for hoteliers and tour operators to unveil diverse and wallet-friendly packages specifically tailored for Zimbabweans.

She highlighted the critical role that local tourists play in sustaining the industry during off-peak seasons.

“This premier event is the opportunity to sell our packages to buyers of tourism products, but it is important to note the key role domestic tourists play in providing us with a market,” Kativhu said.

She expressed optimism about this year’s offerings, adding: “This year’s event we hope that our offerings will be diverse and affordable enough to promote domestic tourism.”

Beyond the business-to-business networking, the expo is expected to feature cultural performances, culinary showcases, and investment forums aimed at unlocking the tourism potential of the southern region.

As Zimbabwe positions itself as a competitive destination in the global market, the Sanganai/Hlanganani Expo continues to serve as the pulse of the industry, promising a blend of commerce, culture, and policy dialogue that could define the country’s travel landscape for the next decade.