Bulawayo is preparing to make a bold statement at the Sanganai/Hlanganani — World Tourism Expo in Mutare from September 10 to 12, showcasing its unique cultural heritage, attractions, and investment potential.
The city’s participation aims to strengthen its global tourism appeal while driving sustainable growth in Zimbabwe’s travel industry.
According to heraldonline.co.zw, the expo is an annual event, showcasing the country’s vast tourism potential, while it attracts a wide range of local and international exhibitors, industry professionals and visitors interested in exploring Zimbabwe’s unique attractions and investment opportunities.
The historic first edition of the Sanganai/Hlanganani World Tourism Expo was in 2008 and opened a new chapter for African tourism as a whole. The expo (formerly Zimbabwe International Travel Expo or Shanyai/Vakatshani) was initially hosted in Harare until it was moved to Bulawayo in 2015.
The Government then said the decision to hold the event at the Zimbabwe International Trade Fair grounds in Bulawayo was laudable as there was more space. The expo significantly boosted the city’s tourism visibility and offered stakeholders valuable opportunities to market their products and services.
While this year’s edition of the flagship tourism event is shifting to Mutare, the city’s leadership remains unwavering in its commitment to leveraging the expo as a springboard for attracting international investment, boosting arrivals and consolidating its brand as a premier tourism destination.
The event has also provided a fertile ground for connecting with international buyers, forming global partnerships, and positioning Bulawayo as a critical player in Zimbabwe’s tourism sector.
City of Bulawayo Town Clerk, Mr Christopher Dube, underscored the importance of maintaining the city’s visibility at the expo, even when hosted elsewhere.
“Despite the change in venue, it remains imperative for Bulawayo to maintain its presence at this prestigious event by sending a dedicated exhibition team,” said Mr Dube in a report to the General Purposes Committee. “This approach ensures the city continues to capitalise on the benefits of the expo, even when hosted outside its borders,” he added.
The 2025 Expo is particularly significant as it comes on the heels of the launch of the National Tourism and Hospitality Policy (2025–2030), a transformative framework that positions tourism at the centre of Zimbabwe’s economic development strategy.
Mr Dube said the city’s participation aligned with national objectives, especially under the devolution framework, while ensuring Bulawayo did not lose momentum in marketing itself as a top-tier destination.
“The event attracts key players from the tourism industry, including international airlines, hotel chains, tour operators and Government officials, all of whom are decision-makers capable of forging meaningful partnerships,” he said.
“By participating, Bulawayo could showcase its unique tourism attractions, cultural heritage, and hospitality offerings to a broad international audience. This exposure is critical in positioning the city as a competitive and attractive destination on the regional and global tourism map.”
Council emphasised that the expo presents unparalleled opportunities for Bulawayo to network with potential investors, tourism boards and global service providers. It creates avenues for joint marketing campaigns, innovative product development, and the exchange of ideas and best practices.
“The expo allows the city to benchmark against other leading destinations, gain insights into emerging industry trends, and adopt best practices that can be implemented locally,” added Mr Dube.
To fully leverage the platform, the city is mobilising a seasoned exhibition team comprising tourism officials, local operators, and marketing experts. Their mandate will include designing a compelling exhibition stand, producing promotional content and directly engaging with stakeholders and prospective investors.
“The anticipated outcomes include increased visibility for the city’s tourism offerings, the forging of new business partnerships, and the generation of tangible sales leads,” said Mr Dube.
“Participation is expected to open avenues for increased visitor arrivals, both domestic and international, leading to economic benefits for the city. In addition, showcasing the City of Bulawayo’s attractions could bolster its reputation as a vibrant and diverse tourism destination, attracting media coverage and enhancing the city’s brand image.”
City officials noted that the long-term impact of participating in the Expo would be a sustained boost in tourism activities and overall sector growth, in line with the city’s strategic development goals.
“Participating in the 2025 Expo would enable the city to maintain its competitive edge, foster strategic partnerships, and promote its diverse tourism offerings on an international stage,” said Mr Dube.
“It is imperative that the City of Bulawayo seizes this opportunity by supporting a dedicated exhibition team and ensuring adequate resources are allocated. This proactive approach will contribute significantly to the city’s ongoing tourism development goals and economic prosperity.”
The Sanganai/Hlanganani Expo is organised by the Zimbabwe Tourism Authority (ZTA) and is regarded as the country’s premier tourism and travel trade event, attracting exhibitors and buyers from across Africa and beyond.
