Online Reporter
Ivan Zhakata-Herald Correspondent
TOURISM is being positioned as a key driver of the country’s economic transformation towards Vision 2030, with the sector expected to attract investment, create jobs, empower communities and unlock its full potential.
Launching Tourism Month 2026 and the 19th Sanganai/Hlanganani Dzimbahwe Tourism Expo yesterday, Tourism and Hospitality Industry Minister Barbara Rwodzi said Government remained committed to unlocking the country’s cultural, historical and heritage assets in line with National Development Strategy 2 (NDS2).
The expo will run from September 9 to 12 at the Gymkhana Events and Conference Centre in Masvingo.
“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 through the National Development Strategy 2,” said Minister Rwodzi.
She said Government was committed to unlocking the immense value of the national cultural, historical and heritage assets, positioning tourism as a major contributor to the attainment of Vision 2030.
Zimbabwe is building a globally competitive and inclusive tourism sector capable of creating opportunities in every province while attracting domestic and international investment.
Added Minister Rwodzi: “We must build a globally competitive, inclusive and sustainable tourism economy that creates more opportunities for our people, stimulates enterprise across all provinces and attracts both domestic and international investment.”
She said tourism should become a stronger engine for inclusive growth, ensuring that no one and no place is left behind.
The minister officially launched Tourism Month, which will run throughout September before culminating 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 will provide the country an opportunity to showcase its diverse tourism products, while reaffirming the sector’s contribution to economic growth, environmental sustainability and inclusive development.
“As for Zimbabwe, the observance provides an important platform to reaffirm our commitment to using tourism as a catalyst for achieving the aspirations of Vision 2030, while showcasing the opportunities that exist across our diverse destinations,” she said.
Minister Rwodzi also commended the media for its continued role in promoting Destination Zimbabwe.
“The media remains a critical factor in promoting Zimbabwe as a destination, shaping public awareness, showcasing our tourism products and communicating the opportunities that the sector presents to domestic and international audiences,” she said.
She said this year’s celebrations reflected Government’s devolution agenda by taking major tourism events beyond the traditional tourism centres of Harare, Bulawayo and Victoria Falls.
The Minister said the expo remained the country’s flagship tourism trade exhibition, providing a platform for exhibitors to showcase products, engage international buyers, attract investment and establish new business partnerships. Minister Rwodzi said this year’s edition introduces sports tourism as part of efforts to diversify Zimbabwe’s tourism products.
“This Expo marks a new chapter for Sanganai/Hlanganani Dzimbahwe as we integrate sports tourism into our broader tourism promotion strategy,” she said.
“This approach recognises the growing linkages between tourism and sport and provides an opportunity to use sporting events to stimulate domestic travel, attract visitors, increase destination visibility and diversify Zimbabwe’s tourism offering.”
The Sports Tourism Carnival, officially opened by Deputy Minister of Tourism and Hospitality Industry Tongai Mnangagwa at Mucheke Stadium in Masvingo on Tuesday, features football, netball, volleyball, basketball, golf, marathon, tennis, pool and rugby, with the Sports Tourism Awards scheduled for tomorrow.
Minister Rwodzi said preparations for the expo were at an advanced stage, with 392 exhibitors having registered against a target of 400, representing a 14,3 percent increase from last year’s 343 exhibitors.
She said 133 international buyers had confirmed participation compared to 89 last year, representing a 49,4 percent increase.
The buyers were drawn from Japan, China, Hong Kong, India, the United States, the United Arab Emirates, France, Germany, the United Kingdom, South Africa and other African markets, while nine countries have confirmed participation as exhibitors.
Minister Rwodzi said the participation of international buyers and media would strengthen Zimbabwe’s global tourism profile.
“The participation of international buyers and international media is particularly important in strengthening Destination Zimbabwe and supporting our country’s engagement and re-engagement agenda,” she said.
She said Government had undertaken several infrastructure projects ahead of the expo, including the refurbishment of Masvingo Airport, rehabilitation of roads leading to the venue and airport, construction of a restaurant at the Gymkhana Events and Conference Centre and installation of new ablution facilities.
Minister Rwodzi commended the Ministry of Transport and Infrastructural 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 event.
President Mnangagwa is expected to officially open the Sanganai/Hlanganani Dzimbahwe Tourism Expo on September 9.
