Zimbabwe Expo Sees 49% Surge
133 global buyers flock to Zimbabwe, with 392 companies exhibiting, in a major boost to the country's tourism industry
The 19th Sanganai/Hlanganani/Dzimbahwe Tourism Expo in Zimbabwe has seen a significant increase in international participation, with a 49.4% rise in global buyers and a 14.3% increase in exhibitor participation. This year's expo, scheduled to take place from September 9-12 in Masvingo, has attracted 133 international buyers, up from 89 last year.
The number of exhibitors has also risen, with 392 companies registered to exhibit, compared to 343 last year. This represents a 14.3% increase and puts the expo at 98% of its target of 400 exhibitors. The increased participation is a result of an aggressive marketing campaign for Brand Zimbabwe, led by the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority.
The campaign has included a range of activities, such as social media, radio and television advertising, billboards, electronic billboards, webinars, in-store promotions, and branded buses operating on major routes. According to Tourism and Hospitality Industry Minister Barbara Rwodzi, the growth in participation is a reflection of growing confidence in Zimbabwe as a tourism destination.
The expo has drawn buyers from a range of countries, including Japan, China, India, the United States, United Arab Emirates, France, Germany, the United Kingdom, South Africa, and other African markets. Nine countries, including South Africa, Botswana, Namibia, Zambia, Rwanda, Ghana, and Indonesia, will also exhibit at the expo.
## Why it matters The increased participation in the expo is expected to generate business opportunities across the tourism value chain, including accommodation, transport, food, and entertainment. The government's efforts to market Brand Zimbabwe have paid off, with the expo now a strategic platform for connecting Zimbabwe's tourism industry with global markets.
The success of the expo is a significant boost to Zimbabwe's tourism industry, which is a key sector of the country's economy. With the increased participation, the government expects to see a rise in tourism-related activities, which will have a positive impact on the economy. The expo will provide a platform for local businesses to showcase their products and services, and to connect with global buyers and investors.
