By Nigel Pfunde
Harare- Zimbabwe has officially launched World Tourism Month 2026, with the southern positioning the sector as a key driver in its quest to become a prosperous upper-middle-income society by 2030.
The month-long programme, which runs throughout September and culminates in the United Nations World Tourism Day on 27 September, features the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo to be hosted in Masvingo Province from 9 to 12 September.
Officiating at the launch in Harare, Tourism and Hospitality Industry Minister Barbara Rwodzi said the national vision calls for a tourism sector that goes beyond attracting visitors.
“We must build a globally competitive, inclusive and sustainable tourism economy that creates opportunities for our people, stimulates enterprise across all provinces, attracts domestic and international investment, strengthens local communities and generates value throughout the economy,” she said. Minister Rwodzi said Zimbabwe’s tourism sector occupies a strategic position in President Mnangagwa’s vision of transforming Zimbabwe into a prosperous and empowered upper-middle-income society by 2030.
“Under this vision, tourism is not merely an industry; it is a powerful instrument for economic transformation, investment mobilisation, employment creation, community empowerment, infrastructure development and sustainable development,” she said.
This year’s Expo marks a new chapter for Sanganai/Hlanganani/Dzimbahwe as organisers integrate Sports Tourism into the broader tourism promotion strategy, with the September Sports Tourism Carnival having been officially opened on 1 September at Mucheke Stadium in Masvingo by Deputy Minister Tongai Mnangagwa. “This approach recognises the growing linkages between tourism and sport and provides an opportunity to use sporting events to stimulate domestic travel, attract visitors, increase destination visibility and diversify Zimbabwe’s tourism offering,” said Minister Rwodzi.
The response to the 19th edition has been encouraging, with 392 companies already registered against a target of 400, representing 98 percent of the target, up from 343 last year, a 14.3 percent year-on-year increase. “Given the continued pace of registrations, we anticipate reaching and potentially exceeding our target,” said the Minister. On the buyers’ side, 133 international buyers have confirmed participation compared to 89 last year, representing a 49.4 percent year-on-year increase. The buyers are from Japan, China, Hong Kong, India, the United States of America, the United Arab Emirates, France, Germany, the United Kingdom, South Africa and other African markets. “This level of participation demonstrates the growing confidence in Destination Zimbabwe and reinforces Sanganai/Hlanganani/Dzimbahwe’s position as a strategic platform for connecting Zimbabwe’s tourism industry with global markets,” said Minister Rwodzi.
Nine countries have registered to participate as expo exhibitors, namely South Africa, Namibia, Botswana, Malawi, Tanzania, Zambia, Rwanda, Ghana and Indonesia. The Minister said hosting the Expo in Masvingo is particularly significant within Government’s heritage-based tourism development philosophy. “Masvingo is home to the Great Zimbabwe Monuments, a UNESCO World Heritage Site and one of Africa’s most important archaeological and cultural heritage sites. The Province provides an exceptional platform for showcasing Zimbabwe’s tangible and intangible heritage, promoting authentic cultural experiences and strengthening heritage tourism as a driver of investment and local economic development,” she said.
The 2026 Sanganai/Hlanganani/Dzimbahwe Expo is leaving an important infrastructure legacy in Masvingo, including the refurbishment of Masvingo Airport undertaken in collaboration with the Ministry of Transport and Infrastructure Development through the Airports Company of Zimbabwe, construction of a restaurant, offices and ablution facilities, and development of a conference and events centre. “This is a clear demonstration of the value of coordinated Government action and the power of a whole-of-Government approach in unlocking tourism-led economic development, strengthening connectivity, improving infrastructure and creating an enabling environment for the growth of our tourism sector,” said Minister Rwodzi.
Government has deployed a comprehensive marketing campaign to build awareness and momentum around the Expo, including social media campaigns, radio and television advertising, billboards and electronic billboards, webinars, in-store advertising and branded buses operating on major routes. “Our message is clear: Zimbabwe is open for tourism, open for investment and ready to take its rightful place as a globally competitive, inclusive and sustainable tourism destination,” Minister Rwodzi said.
