Online Reporter
Sikhulekelani Moyo, Business Reporter
ECONOMISTS and business leaders have applauded this year’s Zimbabwe International Trade Fair (ZITF), which shifted from consumer product displays to high-value industrial showcases.
The 66th ZITF, which ran under the theme “Connected Economies, Competitive Industries”, ended on Saturday April 25, 2026, generating about US$600 million in business transactions.
Responding to questions from Zimpapers Business Hub, Bulawayo businessman and former Zimbabwe National Chamber of Commerce Matabeleland Region vice-president Mr Louis Herbst said ZITF 2026 shows that Zimbabwe’s industrial narrative is evolving.
This year’s edition, he added, made it difficult to ignore tangible progress.
Mr Herbst said persistent negativity risks becoming self-defeating as evidence of forward movement grows each year.
What stood out was not just the scale of participation, but the quality and intent behind the exhibition.
He said there is growing confidence, locally and internationally, that Zimbabwe is open for business.
“From an industrial perspective, the shift towards value addition and beneficiation was notable,” he said. “More exhibitors are presenting semi-processed and finished goods, indicating a transition towards a production-based economy.
“Equally important was the role of technology and innovation. Unlike previous years, this year, it appeared practical and integrated.”
He said digital systems, automation and smart infrastructure were embedded across multiple sectors.
Mr Herbst said the fair reaffirmed Bulawayo’s importance as an industrial and logistical hub.
“Positive momentum must be sustained. Constructive criticism has its place, but a balanced narrative is necessary, one that recognises progress while encouraging improvement,” he said.
“Constant negative spin, in the face of clear development, risks slowing the very progress it seeks to critique.”
Mr Herbst said ZITF 2026 demonstrated that Zimbabwe was building momentum through innovation, infrastructure focus and commitment to industrial growth.
“Zimbabwe is open for business. Bulawayo and Matabeleland are open for investment. Vision 2030 and NDS2 (National Development Strategy 2) are a reality; let us embrace them,” he said.
Speaking on Star FM, Africa Economic Development Strategies executive director Professor Gift Mugano said markets were now a critical factor for industrialisation.
“At a truly international trade fair, foreign companies are expected to be dominant,” he said.
“But at what point in the value chain do we see what they bring? In this era of AI (artificial intelligence), at what point do we see machine learning rather than just consumer products?”
Prof Mugano noted that 30-40 percent of Zimbabwe’s import bill is capital machinery, highlighting the value of international exhibitors.
“Exhibitors bring machinery that local firms can see without travelling abroad,” he added.
He noted the multiplier effect for small businesses and spending in Bulawayo.
“It’s not enough to see biscuits. We want to gauge industrialisation through AI, machine learning and robots,” he said.
“Given Zimbabwe’s history of being shut to the world by perception risk, foreign participation should be welcomed.”
On reviving Bulawayo’s industries, Prof Mugano said ZITF remained vital for companies to market their products.
ZNCC chief executive Mr Christopher Mugaga warned against a “supermarket economy” model.
With intra-Africa trade at just 15-17 percent, he said ZITF must drive deliberate value chains.
“Zimbabwe mines the lithium, but who has the comparative advantage in processing it?” he asked.
Citing the country’s unique human resources, Mr Mugaga said exhibitions should be of high quality.
“The cost per unit of exhibiting a low-value product defeats the status of an international trade fair,” he said.
Responding to a concern that international participation outstripped local exhibitors, ZITF Company board chairperson Dr Busisa Moyo said: “We have a retooling agenda. We invite OEMs (original equipment manufacturers) to come through. We also want markets like Tesco and Costco to buy from here.
“We track the percentage, but it’s first-come, first-served. We encourage local participants to take up space.”
Dr Moyo noted that guest-of-honour countries drive participation: This year, 18 Botswana companies exhibited because President Duma Boko opened the fair.
When President William Ruto came, many Kenyan companies took part.
“Keep the market, supply, machinery and technology open for an international injection of exhibitors,” added Dr Moyo.
Sidumisile Mabena