Harare, (New Ziana) – Mutare is set to become the epicentre of the Zimbabwean tourism industry this month as the city prepares to host the annual Sanganai/Hlanganani/Khumbanayi World Tourism Expo, which has already attracted over 400 exhibitors, including 83 from abroad.
Addressing the media at a press conference in Harare on Thursday, Tourism and Hospitality Industry Minister Barbra Rwodzi said a total of 5 902 square metres of exhibition space had been taken up by 409 exhibitors, underscoring strong interest in this year’s event.
”Sanganai/Hlanganani Khumbanayi 2025 is not just an event, it is a celebration of Zimbabwe’s tourism heritage, innovation and resilience. As we prepare to welcome regional and international exhibitors, buyers and stakeholders, your role (media) in amplifying this message cannot be overstated,” she said.
Key exhibitors include Rural District Councils (RDCs), Government institutions, travel agents, car hire services, and accommodation providers, signaling a comprehensive showcase of Zimbabwe’s tourism value chain.
Foreign participation is notable, with South Africa leading the international contingent with 32 exhibitors while other countries represented include India (9), the United Arab Emirates (8), China (7), Germany (6), the United States (6), and Japan (3), among others.
Rwodzi said the wide international participation was a reflection of Zimbabwe’s growing profile as a key tourism destination in Africa and the potential for mutually beneficial partnerships in the sector.
She highlighted the positive economic ripple effects the Expo is expected to bring to Mutare and the broader Manicaland province, from hotels and restaurants to taxis and retail outlets, businesses along the tourism value chain are expected to benefit from increased activity during the event.
”Zimbabwe expects economic spin-offs and job creation, whether temporary or permanent. The influx of international buyers, exhibitors, and visitors will boost demand for accommodation, transport, food, retail, and entertainment in the city,” she said.
In preparation for the event, significant infrastructure upgrades are underway which includes the refurbishment of the Grand Reef Aerodrome, which will host its first flights in decades, as well as road, railway, and utility improvements.
Air Zimbabwe has already announced new flight schedules to Mutare, while the National Railways of Zimbabwe (NRZ) has launched a luxurious passenger train service connecting Harare and Mutare to ease mobility during the Expo.
”These developments will ensure seamless connectivity from Harare to Mutare and smooth transfer to the venue. By easing access to one of Zimbabwe’s most scenic regions, we unlock new opportunities for investment, hospitality, and community-based tourism,” said Rwodzi.
Beyond the event itself, Rwodzi said the Expo aims to forge lasting relationships between local tourism players and international stakeholders through platforms such as the Tourism Investment Forum, academic and policy dialogues, as well as destination familiarization tours.
”These are deliberately structured to generate opportunities that extend well beyond the event itself. By fostering enduring partnerships, stimulating new investments, and strengthening Zimbabwe’s global market presence, Sanganai/Hlanganani Khumbanayi ensures a sustained increase in tourist arrivals and positions the country as a competitive and reliable destination,” she said.
This year’s edition of Sanganai/Hlanganani/Khumbanayi marks a significant step not just in promoting tourism, but also in repositioning Mutare and the Eastern Highlands as top-tier destinations for domestic and international travelers alike.
New Ziana
