Online Reporter
Mbulelo Mpofu, [email protected]
THE annual Zimbabwe International Trade Fair (ZITF) has long been the heartbeat of the nation’s industrial and commercial rhythm, a place where deals are struck, machinery hums and balance sheets quietly change hands. Yet, walking through the gates of the 2026 edition in Bulawayo, there is an unmistakable sense that the fair has grown into something altogether more colourful and expressive.
The air feels lighter, more playful, charged not only with commerce but with character. This year, the ZITF has confidently shrugged off its image as a stiff boardroom of steel and manufacturing muscle, revealing itself as a vibrant mosaic of apparel, culture, sport, tourism and lifestyle, where business mingles freely with identity and everyday joy.
Nothing captured this evolution more vividly than the arrival of the Deputy Minister of Tourism and Hospitality Industry, Tongai Mnangagwa. In a sea of exhibitors and visitors, he stood out instantly — not because of protocol or entourage, but because of what he wore. Clad in a Highlanders centenary-themed jersey, a perfectly matched scarf and a relaxed bucket hat, the Minister cut the figure of a man at ease with both tradition and modern expression, a walking statement of how sport, culture and fashion now comfortably co-exist within Zimbabwe’s public life.
His choice of attire was far more than a casual nod to style; it was an unfiltered celebration of local pride and recent glory. Following the Bulawayo giants’ emphatic 3–1 victory over Chicken Inn on Wednesday, Mnangagwa was visibly buoyant, his enthusiasm as infectious as the chatter rippling through the exhibition grounds.
“I’m the happiest fan right now. I hope we will continue winning like we did that day. My message to Benjani and the boys is that they should keep working hard and winning.”
It was the voice of a supporter first, a public official second, and it resonated deeply with the many football lovers weaving through the fair.
As club patron and founder of Hunyani United in the ZIFA Eastern Region Division Two, and a familiar face on the golf course — having recently teed off at the Sterling Group International Pairs National Finals in Victoria Falls — Mnangagwa’s presence highlighted an emerging narrative within Zimbabwe’s tourism and leisure space: the rise of the sports tourist. His appearance at ZITF subtly stitched together football terraces, fairways and travel brochures, reinforcing the idea that movement, passion and leisure form an ecosystem rather than isolated experiences.
Appropriately, the Zimbabwe Tourism Authority (ZTA) stand has emerged as one of the undisputed centrepieces of this year’s fair. Anchored in the overarching theme “Connected economies, Competitive industries,” and animated by the “Experience Zimbabwe” campaign, the stand feels less like a static showcase and more like a living invitation. Gone are the days of passive pamphlets; in their place is an interactive celebration of movement, taste and participation, inviting visitors to feel Zimbabwe rather than simply read about it.
The Minister was clear that the deliberate weaving of sport and gastronomy into the tourism offering is no whimsical experiment but a calculated economic strategy.
“Sports is very key. It is one of the important clusters which moves people from one place to another. When people are going to matches, they’ll be akin to people on a tour. When a team leaves one town to another, they move with their supporters. All of that stimulates the economy as they’ll look for somewhere to sleep, eat, and drink,” Mnangagwa noted.
His words echoed the lived reality of countless weekends where football fixtures quietly fill lodges, restaurants and fuel tanks across the country.
The ZTA stand brought this philosophy to life with thoughtful flair. A cricket net cage system drew curious crowds, inviting visitors to test their reflexes and rediscover the simple thrill of bat meeting ball. Just metres away, the mood softened into something deeply familiar — a tranquil traditional hut, lovingly assembled and adorned with indigenous utensils used in the preparation of classic Zimbabwean dishes. Together, the two spaces formed a powerful dialogue between energy and comfort, movement and memory.
This culinary emphasis builds naturally on the momentum of the 2024 First UN Tourism Regional Forum on Gastronomy Tourism for Africa, a clear signal that Zimbabwe is intent on marketing its flavours with the same confidence as its waterfalls, wildlife and historic towns. At ZITF, food is no longer an accessory to travel; it is an attraction in its own right.
Beyond sport and food, the fair also demonstrated how apparel can quietly but effectively act as a bridge in international relations.
While the Deputy Minister championed local football heritage through his iconic Bosso jersey, the British Embassy in Harare introduced a different cultural note to the grounds.
Led by British Ambassador Pete Vowles, the embassy distributed England national football team jerseys to school children, sparking moments of excitement that transcended flags and languages, and turning simple fabric into symbols of connection and goodwill.
Surveying the packed aisles and the calibre of the exhibitions, Mnangagwa expressed clear optimism about the direction in which the fair is heading.
“This year’s trade fair is grander and bigger. Even if you look at my stand here, it’s at a grander scale. All of this means that there’s more trade going on, and I’m happy to be here. I’m always excited about the ZITF,” he said.
As the ZITF draws to a close today, one truth stands out with clarity: the fair is no longer defined solely by what sits on display shelves or behind exhibition counters. It is about stories exchanged in passing, the unifying power of sport, the comforting pull of shared cuisine, and the unmistakable spirit of the people who keep the wheels of the economy turning. — Follow on X @MbuleloMpofu
