Online Reporter
Liberty Dube
Business Correspondent
FOR the first time since the inception of the Sanganai/Hlanganani World Tourism Expo, tourism players from Manicaland will exhibit under a single banner, a landmark move expected to strengthen the province’s marketing efforts and position it as a united tourism destination.
Branded “Team Manicaland”, the initiative will see tourism operators, hospitality establishments and related stakeholders sharing one provincial pavilion at the 19th edition of the Sanganai/Hlanganani/Dzimbahwe World Tourism Expo, scheduled for September 9 to 12 at the Gymkhana Events and Conference Centre in Masvingo. The collaborative approach marks a significant shift from previous years, where individual businesses exhibited separately. By presenting a unified front, Manicaland aims to create a stronger presence at one of Zimbabwe’s premier tourism marketing platforms while showcasing the province’s vast tourism and investment opportunities.
Hospitality Association of Zimbabwe (HAZ) Manicaland representative, Mr Kurai Mugwagwa, said preparations for the Expo are already underway, with local stakeholders working closely with the Zimbabwe Tourism Authority (ZTA) and the Office of the Minister of State for Manicaland Provincial Affairs and Devolution. “We are working closely with our provincial ZTA office, which is coordinating with the Office of the Minister of State for Manicaland Provincial Affairs and Devolution. The idea this year is for us to participate and exhibit as Manicaland Province instead of having individual tourism players exhibiting separately.
“We want to package and showcase the very best that Manicaland has to offer. We will exhibit under one large tent branded as Manicaland, while individual tourism players will be allocated space to market their products and services. Registration is being coordinated through ZTA to ensure everything is organised under one provincial pavilion,” said Mr Mugwagwa. The initiative is expected to increase Manicaland’s visibility among local and international buyers, investors, travel agents and tour operators attending the expo. It will also enable the province to market itself as a complete destination rather than a collection of individual businesses. Visitors will have an opportunity to explore the province’s diverse tourism offerings under one roof, including accommodation facilities, adventure tourism products, attractions, restaurants, conference venues and tour operators. Industry players believe the approach will create stronger business linkages and promote destination packaging.
The move is also expected to benefit smaller tourism operators who often struggle to finance extensive marketing campaigns.
Through a collective exhibition platform, they will gain access to wider audiences and benefit from the visibility generated by the provincial brand.
Mr Mugwagwa said interest in the initiative was growing steadily, with more stakeholders expressing willingness to participate.
“So far, the response has been very encouraging. We will also have tourism stakeholders participating under the Ministry of Tourism, including the Youth in Tourism and Women in Tourism chambers. Youth in Tourism Manicaland will also be exhibiting. Our goal is to present Manicaland as one strong, united destination and collectively showcase the diverse experiences and products available across the province,” he said.
The inclusion of Youth in Tourism and Women in Tourism groups is expected to broaden participation and create opportunities for emerging entrepreneurs. The expo will provide a platform for young people and women in the sector to interact with potential investors, business partners and customers while highlighting the role of inclusive participation in tourism growth.
The concept of collaboration has already yielded positive results in the province.
Last year, all 10 local authorities in Manicaland joined forces for the first time since the expo’s inception, successfully promoting the province’s tourism assets under a common vision. Stakeholders believe the Team Manicaland initiative builds on that success and could become a model for future destination marketing efforts.
Masvingo is already coming alive ahead of the main Expo through the ongoing September Sports Tourism Carnival, which runs from September 1 to 4. The carnival was officially opened by Tourism and Hospitality Industry Deputy Minister, Honourable Tongai Mnangagwa, alongside Minister of State for Masvingo Provincial Affairs and Devolution, Honourable Ezra Chadzamira, and Sports, Recreation, Arts and Culture Deputy Minister, Honourable Emily Jesaya, who was represented by Sports and Recreation Commission Director-General Mr Allen Mavhunga.
Tertiary institutions from all 10 provinces are competing in football, basketball, volleyball, cricket, rugby, netball, pool, tennis, golf and marathon events, drawing athletes, officials and supporters to the host city.
Beyond competition, the carnival is promoting sports tourism as a catalyst for travel, destination discovery and economic growth. The influx of visitors is providing business opportunities for hotels, restaurants, transport operators and other tourism-related enterprises, while showcasing Masvingo’s attractions, led by the iconic Great Zimbabwe Monument.
The sporting festivities will be followed by a Street Carnival on September 5 before the main Sanganai/Hlanganani/Dzimbahwe World Tourism Expo opens from September 9 to 12.
For Manicaland, the upcoming Expo represents more than a marketing exercise. It is an opportunity to strengthen its identity as one of Zimbabwe’s leading tourism destinations, forge stronger business partnerships and present a united brand capable of attracting investors and visitors from around the world.
