ZITF Company modernises exhibition centre, diversifies services

THE Zimbabwe International Trade Fair (ZITF) Company is modernising its infrastructure and diversifying its services as it transforms the sprawling Zimbabwe International Exhibition Centre (ZIEC) into a thriving modern exhibition centre in line with its mandate of national image building and promoting investments growth.

By fostering a collaborative environment that connects businesses and investors while promoting Bulawayo as a premier conferencing destination, the exhibitions company plays a key role in boosting the country’s business viability.

To further enhance its appeal, the ZITF Company is exploring innovative concepts such as themed pavilions and specialised zones to cater to specific industry segments for our traditional exhibitions.

This includes increasing the frequency and hosting a diversity of events to attract a wider range of exhibitors and visitors.
Already, two new exhibitions are on the cards for next year — an Environmental, Social, and Government (ESG) — focused expo and a health and med-tech sectoral focus, ZITF Company chief executive officer, Dr Nicholas Ndebele, has said.

He told Business Chronicle that promoting Zimbabwe’s national brand and attracting investment were critical focus areas and highlighted some of the achievements such as aligning national development agenda with exhibition events, showcasing Zimbabwe’s diversity and promoting Zimbabwe as a preferred investment destination.

“We have taken ownership of the development and industrialisation agenda to achieve a middle-class economy by 2030, providing an enabling environment for dialogue and cross-pollination of ideas at the various events and exhibitions we host,” said Dr Ndebele.

“This has manifested in our various platforms showcasing Zimbabwe’s diversity, facilitating business connections and the promotion of Zimbabwe as a preferred investment destination.

“Our exhibitions have highlighted the country’s rich cultural heritage, natural resources, and economic potential.
“We have created opportunities for local businesses to connect with international investors and partners.”

While promoting the country’s favourable investment climate and incentives, Dr Ndebele said they value local sourcing of goods and services from stakeholders, thereby supporting local industry and commerce.

“Charity begins at home, the more we value our own brands in Zimbabwe, the better chances of international investors also taking an interest in our national brand,” he said.

Through such efforts, Dr Ndebele said the ZITF Company has contributed to enhancing Zimbabwe’s global reputation and attracting foreign direct investment.

The exhibitions firm was granted the task of leading the national branding efforts for Zimbabwe, while also promoting investment and economic growth.

Notable events hosted at the exhibition park include the premier annual ZITF Expo, Mine Entra, Sanganai-Hlanganani World Tourism Expo, ZimTrade Exporters Week, Africa Infrastructure and Built Environment Confex (AfriConfex) and several business, religious and musical gatherings in between.

Last week the company hosted more than 4 000 Zanu-PF delegates, as well as international delegates and regional sister political parties during its 21st Annual People’s Conference.

Dr Ndebele said they were also turning the platform into a modern multi-purpose venue catering for a wide range of industries, attracting participants from both domestic and international markets.

“It is all about the customer. We play in the services space. The ZITF Company has successfully transformed its exhibition centre into a dynamic business hub by fostering a collaborative environment that connects businesses, investors, and Government officials,” he said.

“This has been achieved through curating diverse and relevant exhibitions, providing world-class infrastructure and services, embracing the receptive business environment in host city and leveraging technology, he further elaborated.

“We have invested in modernising our facilities and ensuring that our visitors have access to world-class amenities and support services.”

By embracing digital tools, he said ZITF has enhanced the efficiency and impact of its exhibitions, offering online registration for services, virtual participation options and livestreaming events.

“We ensure our business objectives support on-going national efforts in positioning the country being open for business and moving the economy up the value chain.”

In addition to being the cultural hub of the country, he said they aspire to position Bulawayo as the meetings and conferencing hub of the country.

“The City of Bulawayo has always been associated with royal etiquette, giving visitors an opportunity to experience the spirit of Ubuntu as they go about their business,” said Dr Ndebele.

“We have upgraded our facilities to provide a more comfortable and conducive environment for exhibitors, business delegates and visitors. Ambience is everything in our quest to improve customer experience.”

In line with the Government’s policy on devolution, President Mnangagwa is on record commending the drive to promote Bulawayo as a premier conferencing destination.