Online Reporter
Liberty Dube
Business Correspondent
MANICALAND made a powerful statement at the just-ended Sanganai/Hlanganani World Tourism Expo in Masvingo after tourism players from the province united under a single exhibition banner, presenting a cohesive destination brand that drew significant attention from visitors and industry stakeholders.
The collaborative approach marked a major departure from previous years when businesses, local authorities and institutions exhibited independently.
By speaking with one voice, Manicaland projected a stronger identity and amplified the visibility of its tourism products, investment opportunities and unique attractions.
Among the standout exhibitors was the Manicaland State University of Applied Sciences (MSUAS), which scooped the Best Rural Tourism Exhibition Award and emerged second runner-up in the Best Training Institution Exhibition category.
The university’s innovative and interactive stand, themed: ‘Everything Starts and Ends in the Kitchen: The Zimbabwean Rural Homestead Experience’, captivated both local and international visitors.
The exhibition offered an immersive glimpse into Zimbabwe’s rural heritage, demonstrating how food, culture, traditions and hospitality intertwine to create authentic tourism experiences.
In the Best Rural Tourism Exhibition category, MSUAS edged out strong competition from the National Museums and Monuments of Zimbabwe and Mutare Rural District Council, underlining the growing appeal of community-based and experiential tourism products.
The accolades also highlighted the increasing significance of rural tourism and sports tourism as emerging pillars capable of diversifying Zimbabwe’s tourism portfolio and attracting new markets.
For Manicaland, the joint exhibition platform provided an opportunity to showcase the province’s vast tourism potential through a unified brand.
Home to the scenic Eastern Highlands, pristine forests, mountains, waterfalls, cultural heritage sites and rich biodiversity, the province remains one of Zimbabwe’s most attractive tourism destinations and an important driver of economic development.
The Expo concluded with the inaugural September Sports Tourism Carnival, a landmark initiative designed to harness the growing synergies between tourism and sport.
Officially opening the 19th edition of the Expo, President Emmerson Mnangagwa challenged tourism stakeholders to embrace artificial intelligence and other digital technologies to enhance the sector’s competitiveness.
Held under the theme: ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, the Expo explored how technology can revolutionise destination management and visitor experiences.
President Mnangagwa said artificial intelligence presents opportunities for the tourism sector to develop smarter destinations through demand forecasting, improved traffic management, enhanced visitor experiences and environmental monitoring.
However, he stressed that technology should complement human talent rather than replace workers within the industry.
The President also noted that Zimbabwe’s tourism sector continues to register strong growth, with investment in the industry rising significantly during the first half of 2026.
Speaking at the event, Tourism and Hospitality Industry Minister, Honourable Barbara Rwodzi, said the carnival demonstrated the immense potential of sport as a tourism driver capable of attracting visitors, generating business opportunities and promoting destinations.
“September is now going to be a permanent fixture on our tourism calendar through the September Sports Tourism Carnival. Sports tourism gives us an opportunity to bring people together while showcasing our destinations, culture, hospitality and tourism products,” she said.
For Manicaland, the unified presence at Sanganai/Hlanganani represents more than a successful exhibition strategy. It signals the emergence of a stronger provincial tourism brand built on collaboration, innovation and shared purpose.
