Online Reporter
Nqobile Bhebhe
[email protected]
Zimbabwe is participating in the Zambia Travel Expo (ZATEX) 2026, which began yesterday and concludes tomorrow showcasing its diverse tourism products and promoting regional cooperation in support of Africa’s tourism growth agenda, while also marketing the upcoming Sanganai/Hlanganani World Tourism Expo 2026 in Masvingo later this year.
The expo unites tourism authorities, industry stakeholders, investors, travel professionals, and policymakers from the region and beyond to explore collaboration opportunities, destination marketing, and sustainable tourism development.
Zimbabwe, led by the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority (ZTA), aims to strengthen its status as a premier tourism destination in Africa.
“Through the Ministry of Tourism and Hospitality Industry and the Zimbabwe Tourism Authority, Destination Zimbabwe is engaging International Tour Operators, Exhibitors and Industry stakeholders to promote its world-class attractions, including Victoria Falls, Kariba, Mana Pools, Hwange National Park, Great Zimbabwe, the Eastern Highlands, Bulawayo and its rich Cultural Heritage, reinforcing Zimbabwe’s position as a leading multi-destination Tourism hub.”
A notable aspect of Zimbabwe’s participation was the visit of Zambia’s Vice President, Mutale Nalumango, to the Zimbabwe exhibition stand, where she was welcomed by Ambassador Charity Charamba, ZTA CEO Dr George Manyaya, and Domestic Tourism Director Mrs. Gladys Chinyerere.
The high-level engagement reflected the growing strategic partnership between Zimbabwe and Zambia in advancing tourism development and destination promotion within the region.
“The engagements at the stand underscored strong Bilateral Cooperation between Zimbabwe and Zambia, particularly on joint destination marketing of Victoria Falls and broader Regional Tourism development.”
Zimbabwe and Zambia have over the years strengthened cooperation around the shared Victoria Falls tourism destination, one of the world’s most iconic natural wonders and a major drawcard for international visitors to the region.
Industry experts have increasingly identified joint destination marketing as a critical strategy for enhancing visitor arrivals, extending tourist stays and increasing tourism spending across Southern Africa.
The Zambia Travel Expo has also served as an important platform for policy dialogue and knowledge exchange on emerging trends shaping the future of tourism globally and across the African continent.
“The Expo has also provided a strategic platform for advancing discussions on multi-destination Tourism, Sustainable and Climate-resilient development, Community-Based Tourism, Gastronomy Tourism and innovation-driven Tourist experiences, while building momentum towards the Sanganai/Hlanganani Dzimbabwe World Tourism Expo 2026 in Masvingo.”
Tourism remains one of Zimbabwe’s major foreign currency earners and a critical contributor to employment creation, investment attraction and sustainable economic development.
The sector continues to benefit from increased regional cooperation, improved connectivity and growing demand for authentic African travel experiences.
