Online Reporter
Nqobile Bhebhe in Mutare
THE Eastern Highlands, a region often whispered about but rarely showcased, took centre stage this week as the Sanganai/Hlanganani/Kumbanayi World Tourism Expo made its long-awaited debut in Manicaland Province. For 17 years, Bulawayo had been the proud host of Zimbabwe’s premier tourism showcase, but this year, the expo ventured east, and the vibe was unmistakably different.
Unlike Bulawayo’s imposing exhibition halls, Mutare embraced a more organic setting. The 2025 edition unfolded under a constellation of marquees at the Mutare Sports Club, a venue nestled in the heart of the city, surrounded by the rolling hills of the Eastern Highlands. The open-air layout fostered a relaxed, festival-like atmosphere, where delegates mingled under canvas and sunlight rather than fluorescent bulbs.
While Bulawayo’s editions have been celebrated for their scale and logistical polish, Mutare’s version brought a refreshing authenticity. Where Bulawayo’s trade fair grounds offered convenience and grandeur, Mutare offered soul.
In Bulawayo, the expo often felt like a marketplace — efficient, transactional, and buzzing with deals. In Mutare, it felt like a pilgrimage.
Delegates did not just browse brochures; they climbed mountains, went on skywalks and ziplines, and embarked on a train ride under starlit skies. The pre-expo familiarisation tour was a sensory feast that covered the entire province.
From the misty trails of Mount Nyangani to the thunderous plunge of Mutarazi Falls and Nyangome Falls, the natural beauty was a central theme.
“I went to the top of this mountain, the Mount Nyangani, and I really enjoyed it,” said Charles Lycklama from the Netherlands. Reflecting on his return to the mountain he first climbed at age eight, he added, “It makes me feel very, very good and I love the countryside, all the mountains, the hills.”
That was on a crisp September Monday morning as Mount Nyangani stirred to life with the crunch of boots and the laughter of global adventurers. Sarah from Namibia was equally moved: “Reaching the summit was an emotional moment. The mist weaving through the hills made it feel like we were stepping into another realm.”
The Eastern Highlands’ allure lies not just in its landscapes, but in its layered stories. Delegates from China, South Africa, Kenya, the Netherlands, India, and the UK were visibly captivated.
“This hike changed my entire perception of Zimbabwe. It’s not just about game drives, its hidden gems like Nyangani that reveal a completely different narrative,” said David Mbatha from Johannesburg.
Chinese buyer Kim Yong was awestruck: “We were at Level 5 when the clouds finally parted. The view, rolling green hills stretching endlessly, has been etched into my memory forever. The venue change is magical.” The impact was immediate.
Local guide Frank Muzimba noted a surge in visitors.
“The site is witnessing more visitors coming in for the tourism expo like never before. Now each guide has two or three climbs a day from the normal one.”
This shift eastward is more than symbolic. It signals Zimbabwe’s intent to diversify its tourism narrative, spreading benefits beyond traditional hubs. The ripple effects are already visible.
Investments in eco-resorts, guided tours, and artisanal crafts are reshaping the region’s economy. Small enterprises are thriving and communities are finding new purpose in tourism.
Infrastructure development has also been hailed as a masterstroke. The expansion of Grand Reef Airport in Mutare is set to drive a surge in tourist arrivals with improved air connectivity. Significant upgrades have been rolled out, including the rehabilitation of the Mutare Flyover, key feeder roads, and the refurbishment of the iconic Mutare Sports Club.
In a delightful break from the bustle of exhibition halls, guests boarded a charming vintage-style train at Mutare Train Station, embarking on an unforgettable 20-kilometre journey that blended scenic beauty, local flavour, and effortless networking. The pavilion at the station came alive with music, laughter, and the easy camaraderie that only a setting like this could inspire.
“Networking events are usually a bit formal, but this felt different and more human. I am certain the train will spark a rush on domestic tourism,” said Tafadzwa, a seasoned Zimbabwean tour operator.
Musangano Lodge general manager Mr Leonard Bwanya praised the Government’s efforts.
“We are very much happy and very grateful to the Government for bringing Sanganai/Hlanganani/Kumbanayi to the Eastern Highlands. I do not have any better way to thank the Government for bringing the Expo to the Eastern Highlands or to Mutare,” he said.
Mr Bwanya said that the airport upgrade would significantly ease access for international travellers.
“As long as our international clients can actually fly into Mutare and now do all the activities around Mutare or the Eastern Highlands, I’m sure it will ease up the ease of travelling. So the source markets are opening up so much.”
International tourism buyers echoed similar sentiments, describing Zimbabwe as a “hidden gem” with immense potential and pledging to aggressively market the destination.
From Slovenia, Lado Rot of Lifetime Experience lauded the country’s natural beauty and hospitality.
“Zimbabwe has great potential. It has beautiful nature and the people are very friendly. I think it’s time the world starts to discover this beautiful country.”
Scott Monaco of Sweden added: “I think it’s a place (Manicaland) that has not been fully discovered and I hope more people will come here.”
The rotational move reflects the Second Republic’s commitment to equitable development across provinces, decentralising tourism benefits and strengthening the visibility and inclusivity of provincial initiatives. More importantly, Bulawayo threw its full support behind the decision. The city’s Economic Development officer, Kholisani Moyo, dismissed concerns about the move.
“To us it’s not a disadvantage, so to say. It gives us an opportunity to learn what other provinces are handling in terms of these events. When we then come back to Bulawayo, we hope we can also improve in hosting such events,” he said.
