Zimbabwe: Brand Zimbabwe Scores Big As Sanganai Draws 49 Percent More Global Buyers

What the report says

Zimbabwe’s main tourism trade fair is drawing a stronger international response this year, according to a report carried by AllAfrica from 263Chat. Tourism and Hospitality Industry Minister Barbara Rwodzi said 133 overseas buyers have confirmed for the 19th Sanganai/Hlanganani/Dzimbahwe Tourism Expo, up from 89 last year, while 392 companies have registered as exhibitors, close to the event’s target of 400.

The expo is scheduled for September 9-12 in Masvingo. The reported buyer list includes representatives from markets such as Japan, China, India, the United States, the United Arab Emirates, France, Germany, the United Kingdom and South Africa. Nine countries are also expected to exhibit, among them Botswana, Namibia, Zambia, Rwanda, Ghana and Indonesia.

Rwodzi linked the increase to a broad marketing drive for “Brand Zimbabwe” led by the Tourism and Hospitality Industry Ministry and the Zimbabwe Tourism Authority. The campaign has used social media, radio, television, billboards, webinars, in-store promotions and branded buses on major routes. The government says the larger turnout could create more business for accommodation, transport, food and entertainment providers.

The ministry is also using the expo to highlight Masvingo’s heritage assets, including the Great Zimbabwe Monuments, and to promote sports tourism. It says familiarisation trips and international media coverage will help turn the event’s visibility into longer-term tourism arrivals, investment and revenue.