Online Reporter
Gibson Mhaka, Zimpapers Politics Hub
THE landmark success of the recently concluded 65th edition of the Zimbabwe International Trade Fair (ZITF) in Bulawayo, which resulted in business deals valued at up to US$10 million and notable trade agreements with international exhibitors, underscores Zimbabwe’s growing appeal as a competitive investment destination, amid ongoing economic reforms and efforts to re-engage with the global community.
This success reflects the potential impact of national strategies such as President Mnangagwa’s Zimbabwe is Open for Business, aimed at attracting foreign capital and expertise. It also highlights the country’s diplomatic stance of being “a friend to all and an enemy to none” and the ongoing “engagement and re-engagement” drive to normalise ties and foster mutually beneficial partnerships.
The strong foreign participation and value of deals concluded — indicate a potential shift in investor perception. This may be attributed to recent policy reforms by the Second Republic under President Mnangagwa and growing recognition of Zimbabwe’s inherent economic potential despite existing challenges.
Held under the theme: “Industrialisation: Crafting an Integrated Economic Landscape”, this year’s fair reinforced its reputation as one of Africa’s premier trade showcases. The renewed confidence in Zimbabwe’s business environment was demonstrated by a significant rise in private sector participation — from 298 companies in 2024 to 368 in 2025. International participation also surged, with exhibitors from 30 countries compared to 21 the previous year.
Furthermore, the number of direct international exhibitors nearly doubled, rising from 35 in 2024 to 67 in 2025. The number of first-time exhibitors also increased significantly, from 71 to 89, highlighting growing global interest in Zimbabwe’s market.
Industry and Commerce Minister, Nqobizitha Mangaliso Ndlovu, said preliminary survey results from exhibitors pointed to robust business activity during the five-day event.
“According to responses received from the ongoing survey being conducted by ZITF management, 6.3 percent of respondents indicated that they clinched deals between US$5 million and US$10 million. Six percent concluded deals worth US$1 million, while 18.8 percent recorded deals below US$1,000,” he said.
Minister Ndlovu added that approximately 20 percent of exhibitors signed significant memoranda of understanding (MoUs) and partnership agreements, with further details expected as reporting continues. Among the highlights, a Zimbabwean company secured an agro-product import agreement with Belarus, and the ZITF Company finalised a term sheet for a US$12 million investment to develop a new retail shopping centre at the fairgrounds.
“One company reported signing an agreement to import agro-products from Belarus. To top it off, the ZITF Company finalised a term sheet for a US$12 million retail shopping centre,” said Minister Ndlovu.
He emphasised that ZITF is increasingly focused on delivering tangible economic outcomes, beyond the exhibitions alone. The expansion of international and local participation, additional exhibition space to meet demand, and a vibrant atmosphere of economic engagement all signal renewed investor confidence.
President Mnangagwa has consistently reassured investors and citizens that Zimbabwe remains conducive to business and is ready to welcome investment through the Zimbabwe Investment Development Agency (Zida), which offers streamlined processes for business registration and operation. He has also highlighted a range of fiscal incentives available to investors.
Building on this foundation of renewed investor confidence and the ZITF’s growing importance as an economic hub, European, British and French envoys have affirmed their nations’ commitment to strengthening economic ties with Zimbabwe.
This unified message from major European powers reflects the positive investment climate highlighted by Minister Ndlovu and further underscores the growing international interest in Zimbabwe’s economy. ZITF has thus evolved into a key platform for forging global partnerships and driving tangible economic growth.
EU Ambassador to Zimbabwe, Mr Jobst von Kirchmann, reiterated the European bloc’s commitment to increasing foreign direct investment (FDI) in Zimbabwe. He also emphasised the advantage of duty-free access to European markets for Zimbabwean exports, a clear opportunity for trade-led growth.
The expanded EU presence at ZITF, through the “#TeamEurope” pavilion, featuring member states such as France, Germany, Italy, Sweden, Romania, the Netherlands and Belgium, demonstrated a broad, co-ordinated effort to support Zimbabwe’s ambition of becoming an upper-middle-income country by 2030.
Echoing this support, British Ambassador to Zimbabwe, Mr Pete Vowles, underlined the United Kingdom’s focus on enhancing trade and investment relations.
“I think it’s fair to say that ZITF is the highlight of the calendar year for us at the British Embassy. It’s a chance to showcase our partnerships and our trade and investment co-operation,” said Ambassador Vowles.
He stressed the mutual benefits of trade, noting: “For Zimbabwe, it contributes to economic growth, generates foreign exchange, and creates jobs. For international companies, it presents opportunities to expand their offerings, share expertise and adopt new skills and ideas.”
France is also actively pursuing stronger economic and cultural ties with Zimbabwe. During his first visit to the ZITF, French Ambassador Paul-Bertrand Barets, expressed optimism about the untapped potential for trade between the two nations. He praised the fair’s scale and diversity as “remarkable”, and acknowledged the quality of international exhibits and rising interest in co-operation.
China also reaffirmed its commitment to deepening co-operation with Zimbabwe. Chinese Ambassador, Zhou Ding, pledged to accelerate investments, implement high-level agreements and deliver tangible outcomes, as the two countries mark 45 years of diplomatic relations.
Ambassador Ding described the evolving partnership as a comprehensive strategic alliance based on shared economic, scientific and social development goals. He emphasised that the immediate focus was on translating the consensus between Presidents Mnangagwa and Xi Jinping into concrete outcomes, guided by resolutions from the 2023 Forum on China-Africa Co-operation (Focac) in Beijing.
This collective reaffirmation from key global players signals a positive trajectory for Zimbabwe’s engagement and re-engagement policy, with ZITF emerging as a vital platform for fostering such partnerships.
The fair directly validates President Mnangagwa’s “Zimbabwe is Open for Business” initiative and the inclusive “engagement and re-engagement” approach. These diplomatic endorsements, alongside tangible commitments to increased FDI and trade, suggest a significant shift in international perception.
The presence and remarks of global envoys demonstrate a readiness to move beyond past reservations and engage Zimbabwe constructively. This aligns with the President’s vision of building mutually beneficial relationships under a foreign policy of neutrality and friendship.
Furthermore, the emphasis on practical benefits, such as duty-free market access and enhanced trade ties, confirms the initiative’s growing success. By showcasing investment and trade opportunities, ZITF is helping to turn President Mnangagwa’s vision into reality.
The participation of key international players not only reinforces Zimbabwe’s re-engagement drive, but also stands as a powerful endorsement of the country’s growing status as a viable and promising destination for investment.
