Chronicle Editor
Simbarashe Murima
Established in 1986, the Zimbabwe International Trade Fair (ZITF) is a non-profit, limited liability company and the premier organiser of international exhibitions in the country. Their exhibition centre operates year-round, but the marquee event, the Zimbabwe International Trade Fair, is set to take place from today (April 23 to 27) in Bulawayo.
Kenyan President William Ruto is scheduled to officially open the event.
Promoting Global Connections
The ZITF attracts a diverse audience from around the world. Its core mission is to foster trade, innovation, sustainable development and local investment opportunities. Located in Bulawayo, Zimbabwe’s peaceful, multicultural second-largest city, the ZITF will welcome exhibitors from the European Union (EU), Namibia, Japan, the Netherlands, United States, Romania, South Africa, the United Arab Emirates, United Kingdom, Italy, Sweden and more.
Beyond the Theme
While the theme for this year’s ZITF is “Innovation: The Catalyst to Industrialisation and Trade,” the event also serves as a significant platform for Meetings, Incentives, Conferences, and Exhibitions (Mice) tourism and domestic tourism within Zimbabwe.
Tourism’s Role in Growth
Tourism is a cornerstone of the Zimbabwean economy, with the potential to significantly contribute to the country’s economic growth and job creation. Following the Covid-19 pandemic, a positive shift in travel trends is becoming evident, indicating a gradual recovery and resilience within the Zimbabwean tourism industry. Tourism acts as both a social change agent and a driver of economic transformation for host countries like Zimbabwe.
Local Experiences
Local tourists from across Zimbabwe will be drawn to the City of Kings, also affectionately known as “Skies,” to participate in and experience what this year’s ZITF has to offer. Hotels, lodges, guest-houses and BnBs in the city are fully booked, with limited availability for last-minute arrivals seeking accommodations during the trade fair.
MICE Tourism: Business Connections
Mice tourism, also known as business tourism, involves strategic business partners who organise and participate in meetings, conferences, large-scale exhibitions and incentive-driven programmes. Similarly, business travel in Zimbabwe has become a prominent and growing form of tourism, both domestically and internationally.
Expanding the Market
The ZITF presents a valuable opportunity for local tourism players, such as tour operators, travel agencies, hotels, lodges and artists, to expand their markets and promote their products and services. In this way, the ZITF plays a crucial role in refining Zimbabwe’s image by directly and indirectly marketing and branding it as a unique tourist destination.
Attracting Local Visitors
With the recent launch of the gold-backed currency, tour operators, accommodation providers and other tourism businesses should consider offering local rates that are competitively priced to attract domestic tourists. Additionally, special discounts targeting domestic visitors can encourage them to experience the services and products offered within Zimbabwe. This will help stimulate local appreciation for domestic tourism destinations and strengthen the domestic tourism sector.
ZITF: A Catalyst for Sustainable Tourism
The ZITF’s presence serves as a powerful tool for promoting both Mice and domestic tourism through a sustainable approach. This approach aligns with the concept of tourism sustainability, where destinations like Zimbabwe pro-actively respond to economic and political challenges by fostering tourism recovery, resilience and revival through initiatives like trade fairs.
λ Simbarashe Murima (PhDc) writes in his own capacity as an Education, Tourism and Hospitality expert in Namibia and Zimbabwe. Feedback: [email protected] 0781480742
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