Online Reporter
Ivan Zhakata
Herald Correspondent
GOVERNMENT has reaffirmed tourism as a key pillar of Zimbabwe’s drive towards attaining Vision 2030, with Tourism and Hospitality Industry Minister Barbara Rwodzi saying the sector will continue to drive investment, infrastructure development, employment creation and community empowerment.
Launching Tourism Month 2026 and announcing the 19th edition of the Sanganai/Hlanganani Dzimbahwe Tourism Expo in Harare on Wednesday, Minister Rwodzi said tourism remains central to the country’s economic transformation agenda under the National Development Strategy 2 (NDS2).
“Tourism is not merely an industry, it is a powerful instrument for economic transformation, investment mobilisation, employment creation, community empowerment, infrastructure development and sustainable development,” she said.
Minister Rwodzi said the Government was committed to unlocking the value of Zimbabwe’s cultural, historical and heritage assets to position tourism as a major contributor towards the attainment of Vision 2030.
She said Zimbabwe was pursuing a globally competitive, inclusive and sustainable tourism sector capable of creating opportunities across all provinces while attracting domestic and international investment.
The minister officially launched Tourism Month, which will run throughout September and culminate in the United Nations World Tourism Day commemorations on September 27 under the global theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”.
She said the commemorations provide Zimbabwe with an opportunity to showcase its tourism products while reaffirming tourism’s contribution to economic growth, employment creation, environmental sustainability and inclusive development.
Minister Rwodzi also acknowledged the role of the media in promoting Destination Zimbabwe and said sustained coverage was essential in marketing the country’s tourism products and attracting visitors and investors.
She said this year’s celebrations reflected the Government’s decentralisation agenda by taking major tourism events beyond the traditional tourism centres of Victoria Falls, Harare and Bulawayo.
Masvingo Province will host this year’s World Tourism Day celebrations as well as the 19th Sanganai/Hlanganani Dzimbahwe Tourism Expo, which will be held from September 9 to 12 at the Gymkhana Events and Conference Centre.
Minister Rwodzi said hosting the event in Masvingo aligns with the Government’s heritage-based tourism development philosophy, with the province providing an opportunity to showcase Zimbabwe’s rich cultural and historical heritage through the Great Zimbabwe National Monument.
She said the expo remains Zimbabwe’s premier tourism trade platform, bringing together tourism businesses, international buyers and investors to generate business opportunities, strengthen partnerships and expand market access.
The minister said this year’s edition introduces sports tourism as a key component of Zimbabwe’s tourism promotion strategy.
The Sports Tourism Carnival, officially opened on September 1 by Deputy Minister of Tourism and Hospitality Industry Tongai Mnangagwa at Mucheke Stadium in Masvingo, features football, netball, volleyball, basketball, golf, marathon, tennis, pool and rugby competitions before culminating in the Sports Tourism Awards on September 4.
Minister Rwodzi said integrating sports tourism would stimulate domestic travel, increase destination visibility and diversify Zimbabwe’s tourism products.
She said preparations for the expo were progressing well, with 392 exhibitors having registered against a target of 400, representing 98 percent of the target and a 14.3 percent increase from last year’s 343 exhibitors.
On the buyers’ side, 133 international buyers had confirmed participation compared to 89 last year, representing a 49.4 percent increase.
The buyers are expected from Japan, China, Hong Kong, India, the United States, the United Arab Emirates, France, Germany, the United Kingdom, South Africa and other African markets.
Nine countries have also confirmed participation as exhibitors, including South Africa, Namibia, Botswana, Malawi, Tanzania, Zambia, Rwanda, Ghana and Indonesia.
Minister Rwodzi said the increased international participation demonstrated growing confidence in Destination Zimbabwe and will strengthen the country’s engagement and re-engagement efforts.
She said the expo was expected to stimulate demand for accommodation, transport, food, entertainment and other tourism services, creating business opportunities throughout the tourism value chain.
The minister said infrastructure developments are being undertaken ahead of the event, including the refurbishment of Masvingo Airport, construction of a restaurant at the Gymkhana Conference Centre, new ablution facilities by the City of Masvingo and rehabilitation of roads leading to the venue and airport.
She commended the Ministry of Transport and Infrastructure Development, the Airports Company of Zimbabwe, the City of Masvingo and Masvingo Minister of State for Provincial Affairs and Devolution Ezra Chadzamira for supporting preparations for the expo.
President Emmerson Mnangagwa is expected to officially open the Sanganai/Hlanganani Dzimbahwe Tourism Expo on September 9.
“Our message is clear: Zimbabwe is open for tourism, Zimbabwe is open for investment and ready to take its rightful place as a globally competitive, inclusive and sustainable tourism destination,” Minister Rwodzi said.
