Online Reporter
Nqobile Bhebhe, [email protected]
MASVINGO, home to the iconic Great Zimbabwe Monument, is set to take centre stage in Zimbabwe’s international tourism calendar next month when it hosts the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo, presenting the province with a unique opportunity to convert its rich tourism assets into investment, business and employment opportunities.
The four-day flagship international tourism exhibition, which will run from September 9 to 12 at the Gymkhana Events and Conference Centre, comes at a strategic time for Masvingo as the province seeks to strengthen its tourism ecosystem and unlock greater economic value from its heritage, wildlife, cultural and leisure attractions.
A total of 89 international buyers have already confirmed their participation, bringing together key tourism markets from Australia, China, Japan, India, the United Kingdom, France, Germany, the United Arab Emirates and South Africa.
The figure highlights the scale of the opportunity presented by Sanganai, particularly for Masvingo, which will be seeking to translate global exposure into bookings, partnerships, investment commitments and new tourism products.
Delegations are also expected from neighbouring countries, including Namibia, Zambia and Malawi.
The expo provides a critical platform for forging strategic partnerships, attracting investment and expanding market access for local tourism businesses, particularly small and medium enterprises.
It also serves as a global showcase for Zimbabwe’s diverse tourism offerings.
Speaking during a Sanganai webinar held under the theme, “Networking to Profit: Leveraging Sanganai/Hlanganani/Dzimbahwe Tourism Expo as a Catalyst for Business Success – Strategies for Growth,” Zimbabwe Tourism Authority (ZTA) marketing division representative Mrs Arvil Chimedza said 89 international buyers had already confirmed participation.
“To date, we have 89 international buyers that have confirmed participation at Sanganai/Hlanganani/Dzimbahwe Tourism Expo,” she said.
The significance of the expo extends beyond hosting a major industry gathering.
It places Masvingo’s tourism products directly before international buyers, investors and industry leaders at a time when Zimbabwe is intensifying efforts to grow inbound tourism and increase the sector’s contribution to economic development.
“Sanganai/Hlanganani/Dzimbahwe Tourism Expo is a global platform that attracts the best in the sector. Therefore, it is a platform that offers a gateway to growth, a platform for showcasing products and services, networking and expanding markets. The expo offers access to diverse buyers and investors and this puts your business in front of an international audience in one place.
“It is important that you prepare marketing materials such as brochures, cards, digital content and also leverage social media and digital marketing pre-event. Also set goals for sales, partnerships and brand awareness. Build relationships that turn into long-term deals and joint ventures. Showcase your unique value propositions and demonstrate innovation,” she said.
That message carries particular significance for Masvingo, whose tourism sector is anchored by Great Zimbabwe but extends far beyond the ancient stone city.
The majestic monument, which has stood for more than 800 years, provides the province with an internationally recognised heritage tourism brand and a powerful gateway into global tourism markets.
However, Masvingo’s tourism offering extends well beyond Great Zimbabwe and includes Lake
Mutirikwi, cultural experiences, natural attractions and strategic access routes to Gonarezhou National Park.
Tourism stakeholders say the challenge and opportunity lie in packaging these assets into integrated tourism circuits that encourage visitors to stay longer, spend more and make return visits.
Sanganai provides an ideal platform to achieve that objective.
Rather than marketing attractions individually, Masvingo has the opportunity to position itself as a destination where heritage, wildlife, culture, gastronomy, leisure, adventure and conference tourism combine to deliver a richer and more diverse visitor experience.
Tourism player Mr Dzingai Mutasa said operators should take advantage of the expo to market the province collectively.
“Sanganai gives us a very important platform to showcase what Masvingo has to offer to the international tourism market. We should not look at the expo simply as an event where we put up our stands, but as an opportunity to meet buyers, network with other tourism players and build relationships that can translate into business,” he said.
“If we market our products aggressively and work together as an industry, we can use Sanganai to increase visitor arrivals, attract investment and grow the tourism sector in Masvingo.”
Mr Arnold Moyo said tourism operators should ensure the province’s diverse attractions are effectively packaged and promoted to international markets.
“This is the time for tourism players in Masvingo to come out and showcase their products and experiences. We have Great Zimbabwe, Lake Mutirikwi and a wide range of cultural and natural attractions but these products need to be marketed consistently to the right markets,” he said.
“Sanganai brings international buyers and industry players to our doorstep, so we must use that opportunity to network, learn from others and establish partnerships that will help businesses grow and create employment within our communities.”
The economic multiplier effect of hosting Sanganai is expected to extend well beyond the exhibition venue.
The influx of delegates, buyers and exhibitors will create immediate demand for accommodation, transport, restaurants, conference services, entertainment and a variety of local products and services.
Hotels and lodges are likely to benefit from increased occupancy levels, transport operators from additional business opportunities, while farmers and suppliers serving the hospitality sector could gain access to expanded markets.
Small businesses involved in crafts, arts, cultural performances and gastronomy will also have an opportunity to showcase products that might otherwise struggle to reach international audiences.
But the greatest opportunity lies beyond the four-day event itself.
The presence of international buyers and investors could unlock opportunities for new accommodation facilities, lodges, restaurants, tour operations, entertainment ventures and heritage-based enterprises, while also highlighting infrastructure gaps that need attention if Masvingo is to sustain tourism growth.
Reliable transport networks, quality accommodation, visitor facilities, digital connectivity and enhanced tourism experiences will be critical in ensuring the province converts increased visibility into long-term competitiveness.
This is where the investment component of Sanganai assumes even greater importance.
Already, ZTA has invited Masvingo homeowners interested in offering accommodation services during the country’s premier tourism showcase to register with the authority.
The initiative is aimed at increasing accommodation capacity ahead of the international event, which is expected to attract delegates, exhibitors and visitors from both Zimbabwe and abroad.
According to ZTA, registered properties will be included in the official accommodation database that will be shared with delegates and visitors attending the expo.
The authority said all accommodation facilities will undergo inspections to ensure they meet the required standards for hosting domestic and international business travellers.
Masvingo has an opportunity to move beyond marketing tourist attractions and begin marketing investment opportunities by identifying tourism sites, infrastructure requirements and commercially viable projects capable of attracting domestic and international capital.
Great Zimbabwe, for example, can anchor a broader heritage tourism corridor incorporating cultural experiences, traditional cuisine, crafts, festivals, educational tourism and accommodation developments.
Such an approach would deepen tourism’s economic impact while ensuring communities surrounding key attractions participate meaningfully in the value chain.
A stronger tourism ecosystem would also enable Masvingo to retain a greater share of visitor expenditure.
Tourists who stay longer require accommodation, food, transport, entertainment and experiences, creating multiple revenue streams for local businesses and communities.
The rotation of Sanganai among different destinations strengthens Zimbabwe’s broader tourism development strategy.
Last year, Mutare hosted the expo for the first time outside Bulawayo, while Masvingo now assumes its place on the national tourism stage.
Taking the exhibition to different provinces broadens the reach of international tourism marketing while allowing each destination to showcase its unique tourism and investment proposition.
For Masvingo, the true measure of success will not be the number of visitors who walk through the doors of the Gymkhana Events and Conference Centre.
It will be what happens after they leave.
How many buyer engagements are converted into bookings? How many partnerships are concluded? How much investment is secured?
How many new businesses emerge? How many jobs are created?
And ultimately, how much longer visitors choose to stay in Masvingo.
Mrs Chimedza stressed the need to convert contacts made during the expo into long-term business relationships.
“What is key are follow-ups. Lots of contacts and potential long-term investments and partnerships are lost through lack of follow-ups after the expo. So it is important to follow up on engagements.
Participate regularly in future expos, explore and expand international contacts,” Mrs Chimedza told tourism players during the webinar.
That follow-through could ultimately determine whether Sanganai becomes merely a successful event or a catalyst for sustained transformation within Masvingo’s tourism economy.
Bringing Zimbabwe’s flagship tourism exhibition to Masvingo is therefore about far more than a change of venue.
It presents an opportunity to demonstrate how destination marketing can be transformed into investment, infrastructure development, enterprise growth and employment, firmly positioning
Masvingo at the forefront of Zimbabwe’s next phase of tourism expansion.
