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Judith Phiri, Business Reporter
OVER 500 direct exhibitors have registered and confirmed participation at this year’s 65th edition of the Zimbabwe International Trade Fair (ZITF).
Among those that have confirmed participation are 28 international exhibitors representing 23 countries.
ZITF 2025, one of Africa’s premier trade showcases, will take place from 21 to 26 April at the Zimbabwe International Conference and Exhibition Smart City (ZICES) in Bulawayo and will run under the theme:
“Industrialisation: Crafting an Integrated Economic Landscape.”
The 2025 edition also commemorates ZITF’s Blue Sapphire anniversary (65 years), celebrating decades of excellence in promoting innovation and fostering regional business growth.
In a ZITF 2025 preparations update, ZITF Company chief executive officer (CEO), Dr Nicholas Ndebele said this year’s theme emphasises the importance of nurturing economic growth, innovation, and strategic trade partnerships to build an integrated economy.
“It underscores that industry leaders and entrepreneurs are pivotal in driving industrialisation and fostering economic advancement across the globe.
“ZITF services as a platform for local and international delegates and exhibitors to connect, collaborate and discover new opportunities, particularly in the manufacturing sector,” he said.
“To date (Friday April 28, 2025) 539 direct exhibitors have registered and confirmed participation, with 28 being international exhibitors from 23 countries.”
Countries represented include Afghanistan, Angola, Austria, Belarus, Botswana, Brazil, Canada, China, Ethiopia, European Union (EU), Egypt, Ethiopia, Indonesia, Japan, Kenya, Malawi, Mozambique, Pakistan, Rwanda, South Africa, Tanzania, United Arab Emirates (UAE), United Kingdom (UK) and United States of America (USA).
This compares favourably with the booking situation at the same time last year when 13 countries had booked space, with ZITF 204’s closing total being 27 countries represented.
He said their projections for ZITF 2025 were 800 total exhibitors, 30 or more exhibiting countries, 10 000 business visitors and 75 000 total visitors.
Meanwhile, the ZITF Company rolled out an exhibitors training session designed to prepare all participants for this year’s trade showcase.
The ZITF Company challenged exhibitors to push boundaries with fresh concepts, cutting-edge technology and bold colour schemes that create immersive experiences and tell a compelling brand story.
Presenting on Exhibition as a Key Marketing and Sales Tool, Meetings, Incentives, Conferences, and Exhibitions (MICE) consultant, Ms Farirai Mabodza said exhibitions offer numerous advantages, including face-to-face engagement, which 77 percent of executive decision-makers deem the most effective marketing channel for discovering new products.
“Your presence enhances brand positioning, boosting credibility and industry recognition while providing direct access to potential customers actively seeking solutions.
“Additionally, exhibitions facilitate shorter sales cycles through immediate interaction and relationship-building, allowing for on-site deals and they offer valuable competitive intelligence by benchmarking against competitors and understanding industry trends,” she said.
On designing a “WOW” exhibit, ZITF Company Sales and Relationships Manager, Ms Doreen Dzamatira said to maximise stand visits at a WOW exhibition, it was essential to engage all five senses.
“These include captivating visuals through branding and displays draw attention; immersive sounds, like music and voice-overs, create an inviting atmosphere; tactile experiences through hands-on product testing enhance interaction, taste samples can leave a lasting impression; and appealing scents can evoke emotions and memories,” she said.
“In terms of design objectives, functionality must ensure that every element serves its purpose effectively, while an intuitive user experience fosters enjoyment and accessibility. Aesthetic appeal should be aligned with brand consistency, embracing sustainability and innovation, while also considering scalability and cost-effectiveness to meet diverse audience needs,” Ms Dzamatira said.
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