Zimbabwe scales international market engagement through global expo participation

ZIMBABWE continues to intensify its drive to grow tourism arrivals and receipts by scaling international market engagement through active participation in leading global travel expos, a move that underscores rising confidence in the destination and its diverse offerings.

Tourism and Hospitality Industry Deputy Minister Tongai Mnangagwa is leading a 22-member delegation of tour operators at the ongoing World Travel Market (WTM) Africa 2026 in Cape Town, South Africa, reflecting a deliberate strategy to penetrate key international markets.

WTM Africa is a prestigious trade fair in the travel and tourism industry held annually in Cape Town and serves as a central meeting point for experts and decision-makers from across the continent, attracting thousands of international visitors each year.

The event, which started on Monday and concludes today, is part of a global portfolio of travel and tourism exhibitions that connect destinations with buyers, investors and industry leaders.

In an update, the Zimbabwe Tourism Authority (ZTA) said, “Emerging as a compelling force on the Global Tourism stage, Zimbabwe is participating at the World Travel Market Africa 2026 currently underway in Cape Town, with a delegation comprising 22 Tour Operators, reflecting growing confidence in the destination and a deliberate push to scale international market engagement.

“As one of Africa’s premier B2B Travel Trade platforms, the event provides a strategic gateway for Zimbabwe to connect with key global buyers from Europe, the Americas, Asia, and the Middle East, showcasing its rich and diverse Tourism offerings anchored on Heritage, Culture, Nature and Gastronomy.”

ZTA noted that Deputy Minister Mnangagwa actively participated in the Travel Leaders’ Forum, where he contributed to a high-level roundtable discussion on “Does money speak better than ethics – The responsibility chain in African Tourism.”

WTM Africa has, over the years, established itself as a significant platform for advancing tourism development across the continent, offering countries such as Zimbabwe an opportunity to showcase their unique value propositions while forging strategic partnerships.

Meanwhile, Zimbabwe has also made strong inroads into the Asian market through its participation at the Macao International Travel Expo 2026.

ZTA said the country “delivered a bold, impactful showcase at the Macao International Travel Expo 2026, held at The Venetian Macao from 10–12 April, positioning itself prominently among over 700 exhibitors, 59 countries and 600+ hosted Tourism operators at Macao’s premier B2B and B2C Tourism platform.”

The authority noted that through a joint showcase by its China and Hong Kong and Macau offices, alongside Ethiopia, Kenya, Morocco, Tunisia and South Africa, and in partnership with Ethiopian Airlines, Wild Africa Travel and African Sun, Zimbabwe mounted a dynamic multi-brand exhibition.

The showcase facilitated more than 300 pre-scheduled business-to-business meetings, unlocking strong demand for multi-destination travel packages within the Asian market.