Online Reporter
Rutendo Nyeve in Mutare
THE Government has reaffirmed its commitment to ensuring that every province plays a pivotal role in national tourism development and directly benefits from the sector’s growth.
Speaking at the official opening of the Sanganai/Hlanganani/Kumbanayi World Tourism Expo 2025 official opening here in Mutare on Wednesday, the Minister of Tourism and Hospitality
Industry Barbara Rwodzi, said the decision to rotate the premier event across the country’s iconic destinations is a strategic move aligned with President Mnangagwa’s Vision 2030 and the devolution agenda.
The Expo, traditionally held in Bulawayo, has this year been moved to the Eastern Highlands, marking a significant shift in how the nation markets its diverse attractions.
“Your Excellency, in line with the concept of Devolution and Inclusivity and guided by your Vision 2030 of attaining an empowered upper-middle-income economy, the Ministry took a bold decision this year to spread the Sanganai/Hlanganani World Tourism Expo beyond its traditional venue in
Bulawayo to other iconic destinations across the country,” said Minister Rwodzi.
She said the new approach, which resonates with this year’s theme “Devolving Sustainable Tourism Development – Our Future”, is designed to decentralise economic opportunities and ensure an equitable distribution of tourism benefits.
“This approach is designed to ensure that every province plays a role in national tourism development and directly benefits from Zimbabwe’s tourism growth,” she said.
Highlighting Zimbabwe’s rich endowments, Minister Rwodzi noted that each province possesses unique natural, cultural, and heritage assets worthy of the global spotlight.
She announced that the hosting rights for the Expo would now be rotated, starting with Manicaland.
“For this inaugural rotational approach, we begin here in Mutare, the heart of the Eastern Highlands. Going forward, other provinces will also be given the opportunity to host this great tourism fair, ensuring that the entire nation benefits equitably from the growth of our tourism industry,” she said.
This strategy, she added, will strengthen destination marketing by showcasing a different region to the world each year, ultimately positioning Zimbabwe as a multi-faceted tourism hub.
The Minister’s announcement was buttressed by recent international recognition.
She revealed that according to global destination rankings by Forbes and KAYAK, Zimbabwe was named the number one must-visit country worldwide, with the Eastern Highlands specifically highlighted as a premier gem.
“This recognition is a testament to our natural beauty and an opportunity to amplify our marketing efforts, positioning Zimbabwe as a destination of choice in Africa and beyond,” she said.
The success of the Mutare edition, which has attracted 83 companies and 420 exhibitors, was cited as proof of the model’s viability.
The Minister revealed that some international buyers, after touring the Eastern Highlands, have already booked client visits for 2026, demonstrating the Expo’s tangible impact as a catalyst for future tourism flows.
Minister Rwodzi also detailed a whole-of-Government approach to preparing for the event, acknowledging critical support from the Ministries of Finance, Transport, National Housing, and the Manicaland Provincial leadership, all working in tandem to upgrade infrastructure and ensure the event’s success.
“Tourism is a jobs powerhouse and a bridge-builder. Every booking made here supports farmers, guides, artists, drivers, hoteliers, conservationists and families across our provinces. Every tourist we welcome is a vote of confidence in Zimbabwe’s future,” she said.
The move to rotate the Expo is widely seen as a concrete step towards fulfilling the Government’s devolution promise, ensuring that the economic benefits of tourism are felt from Bulawayo to
Mutare and beyond, creating a truly inclusive and sustainable industry for all Zimbabweans.
