Online Reporter
Nqobile Bhebhe in Masvingo
FROM the towering stone walls of Great Zimbabwe to the communities, businesses and tourism operators that surround it, Masvingo possesses a heritage asset with the potential to transform the province, strengthen Zimbabwe’s tourism fortunes and unlock opportunities far beyond traditional sightseeing, President Mnangagwa has said.
The ancient citadel, from which Zimbabwe derives its name, provided a fitting backdrop yesterday as the President officially opened the 19th edition of the Sanganai/Hlanganani/Dzimbahwe World
Tourism Expo, drawing attention to the immense potential of heritage, culture and provincial tourism assets to drive economic growth.
For Masvingo, the expo represents more than the hosting of a prestigious international tourism event. It offers an opportunity to leverage Great Zimbabwe and the province’s wider tourism attractions to attract investment, create jobs and expand opportunities for communities and businesses throughout the tourism value chain.
Against this backdrop, President Mnangagwa challenged the tourism industry to harness Zimbabwe’s rich heritage, emerging technologies and diverse provincial attractions to build a more inclusive, competitive and diversified sector capable of driving economic growth and improving livelihoods.
In his keynote address, President Mnangagwa said hosting the country’s flagship tourism showcase in Masvingo reflected Zimbabwe’s determination to place heritage at the centre of tourism development.
“This 19th Edition is particularly unique in that it is being held with the backdrop of the epic citadel of our country’s rich national heritage, the Great Zimbabwe Monuments. Its significance extends beyond the physical structures and architectural grandeur, to represent a civilisation that flourished, for centuries, upon these sacred lands. From here, our country derives its name, ‘Zimbabwe’.
“The ingenuity and innovation of our forefathers, stands evident to this day, as a source of inspiration in the ongoing development, modernisation and industrialisation of our beloved motherland, Zimbabwe. The towering monuments, are a remarkable achievement in Africa, and a testimony to the organisational sophistication of our ancestry.
“As such, today we not only look to the past with pride, but into the future with boldness, immense optimism and confidence, Zimbabwe is indeed rising; our great continent of Africa is awakening and taking its rightful place,” said President Mnangagwa.
The expo is being held at the Gymkhana Events and Conference Centre, which has been upgraded into a modern tourism, business, events and conferencing hub ahead of the showcase.
The President’s remarks come as Zimbabwe seeks to broaden its tourism value chain beyond accommodation and travel services by strengthening linkages with agriculture, transport, arts and crafts, entertainment, gastronomy and the wider creative economy.
Strengthening these linkages would enable the country’s tourism assets to generate greater economic benefits, ensuring communities and businesses capture more value from growing visitor numbers.
From the Great Zimbabwe Monuments and Victoria Falls to Gonarezhou, Hwange, Matobo and the country’s rich cultural heritage, tourism has the potential to attract investment, stimulate infrastructure development and strengthen Zimbabwe’s international profile while creating opportunities for communities living around tourism destinations.
“The imposing Great Zimbabwe Monument is a reminder that Zimbabwe’s tourism products extend beyond the celebrated wildlife and majestic Victoria Falls, ‘Mosi-oa-Tunya’. Our nation’s competitive advantage equally rests on our rich history, culture, indigenous knowledge systems, music, cuisine, arts and heritage, as well as the warmth and hospitality of our people,” said President Mnangagwa.
He commended the inclusion of “Dzimbahwe” in the name of the expo, saying it appropriately places Zimbabwe’s heritage at the heart of the tourism agenda.
“This is commendable. Well-done Masvingo. In the true spirit of the times, this year’s theme: ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’ is timely and forward looking. It must provoke the sector to reflect on the role of technology in tourism.
“The deployment of Artificial Intelligence and digital technologies has immense potential to redesign tourism beyond policy and governance or operational efficiency, to enable smarter destination management. More must be done by the various Government divisions to manage visitor flows, forecast demand, reduce overcrowding, and support environmental monitoring to make tourism safer and more convenient,” said President Mnangagwa.
However, President Mnangagwa cautioned against allowing technology to erode the human element that distinguishes Zimbabwean and African tourism.
“In all tech-driven endeavours, the use of Artificial Intelligence and digital platforms should take into account the human face and our unique Zimbabwean as well as African culture. Digital tools should complement human roles, rather than replace them,” he said.
The President said the tourism sector was continuing to demonstrate resilience and growth under the Second National Development Strategy and Vision 2030, with Government now focused on ensuring that the benefits of that growth reach communities.
“Models for tourism development must, therefore, continue on this transformative trajectory with tangible benefits, which help lift more people into a higher quality of life. Investor confidence in the sector has also strengthened, with tourism investment rising sharply during the first half of this year. Despite the various global realities, Zimbabwe is consolidating its position as one of the best and must visit tourist destinations.”
Tourism investment rose by 229 percent to US$132,3 million in the first half of 2026, compared to US$40,2 million during the same period last year.
Domestic tourism has also continued to grow, with more Zimbabweans choosing to explore destinations within the country.
“Zimbabweans are commended for the increase in domestic tourism from five million visitors in the
first half of 2025 to 6.4 million, during the same period, this year. It’s commendable that growth in tourism sector has had trickle down effects in the Creative Cultural Industries, which contributed 8.8 percent to GDP,” said the President.
He urged tourism stakeholders to intensify domestic tourism campaigns, including the Nhaka Yedu/Ilifa Lethu initiative. I invite our people here at home, and in the Diaspora to increase local travel to experience the vast beauty of our own country,” said President Mnangagwa.
“To-date, Zimbabwe has received accolades from leading global platforms, including Forbes Magazine 2025 and Condé Nast Magazine 2026. Recently, the sector was conferred the Gold Award at the 2026 Chinese Tourist Welcome Awards, for excellence in destination marketing. Such recognition affirms the growing international appeal of Zimbabwe as a premier tourist destination.
Makorokoto. Amhlophe. Congratulations.”
Beyond the broader tourism strategy, President Mnangagwa said rotating the Sanganai/Hlanganani
Expo among provinces was advancing the Government’s devolution and decentralisation agenda.
“Under my Administration, the Devolution and Decentralisation Agenda is leaving no one and no place behind. The socio-economic dividends, accruing from tourism investments, are creating empowerment and employment opportunities, while also enhancing quality infrastructure, with regards roads, accommodation, and other social services.”
The President said Masvingo had already benefited from hosting the expo through the transformation of the Gymkhana Events and Conference Centre. He urged the province to increase investment around Great Zimbabwe, Lake Mutirikwi, Tugwi-Mukosi Dam, Manyuchi Dam and Gonarezhou National Park, while linking these attractions to liberation war heritage sites and cultural events.
“District by district, you have the obligation to help in the realisation of set provincial GDP growth targets by unlocking the competitiveness of Masvingo, as a tourism destination of choice. Local authorities should be enablers to tourism development and the associated new tourism products.”
President Mnangagwa also challenged stakeholders to ensure that resolutions emerging from Sanganai/Hlanganani translate into tangible investments, improved infrastructure and new tourism products.
He said Government would continue to create an enabling environment by removing barriers to investment and simplifying travel procedures.
“Barriers that inhibit the development of new tourism products must be removed and travel procedures simplified, as we pursue an open sky strategy. I call upon the private sector, development partners, communities and all players across the tourism value chain to complement these ongoing efforts.
The adoption of climate-smart infrastructure and emerging technologies, to support biodiversity and wildlife conservation, as well as the promotion of sustainable use of water and energy resources, must be scaled up,” said the President.
The official opening was attended by senior Government officials, legislators, provincial and local authority leaders, tourism and hospitality industry players, traditional leaders, international buyers, exhibitors and other stakeholders from Zimbabwe and beyond.
