Preparations for the 18th edition of the Sanganai / Hlanganani / Kumbanai Tourism Expo have gathered momentum, with more than 300 companies and six foreign countries already confirming participation. The event, set for Mutare in September, will once again put Zimbabwe on the global tourism map, but it also presents a test of the country’s readiness to fully harness its tourism potential in a competitive regional and international market.
The Zimbabwe Tourism Authority (ZTA) has confirmed that 319 companies are on board so far, against a target of 450 exhibitors. Although this shows encouraging progress, it also reflects a slight lag compared to 2024, when 408 companies participated. The drop could be attributed to global economic uncertainties, rising costs of travel, and stiff competition from established tourism expos such as ITB Berlin, Durban Indaba, and WTM London, all of which are seen as benchmarks for events of this nature.
What stands out, however, is the participation of six countries — Ghana, Indonesia, Botswana, South Africa, Namibia, and Malawi. Their involvement underscores the strategic importance of the Zimbabwean market as a hub for regional and intercontinental tourism linkages. It also signals a growing recognition of Sanganai / Hlanganani / Kumbanai as a serious player in the global tourism calendar.
The decision to host the expo in Mutare for the first time is equally significant. It opens new frontiers for Manicaland Province, a region rich in natural beauty and cultural heritage yet often overlooked in mainstream tourism promotion. This could catalyse investment in infrastructure, hospitality, and conservation projects, ensuring that the province benefits not only from the short-term economic spin-offs of the event but also from long-term visibility on the tourism map.
Hospitality players, represented by the Hospitality Association of Zimbabwe (HAZ), are positioning the expo as a platform to showcase Zimbabwe’s diverse tourism offering, from wildlife and heritage to culture, people, and gastronomy. The push to place the expo alongside established global showcases is ambitious, but it reflects a strong will within the industry to redefine Zimbabwe’s brand as a tourism destination.
Adding value to the exhibition are side events such as the Tourism Investment Forum and the Tourism Scholastica Conference, which provide practical spaces for deal-making, knowledge-sharing, and networking. These activities broaden the scope of the expo beyond marketing, creating opportunities for partnerships, investments, and human capital development.
Yet, the success of this year’s edition will hinge on Zimbabwe’s ability to address persistent challenges, from infrastructure readiness and service quality to accessibility and pricing. International tourists and investors alike will be keenly watching not only the exhibits but also the level of organisation, efficiency, and professionalism displayed throughout the event.
In essence, Sanganai / Hlanganani / Kumbanai 2025 is more than just a tourism fair. It is a statement of intent, that Zimbabwe is serious about regaining its foothold in the global tourism arena. Whether the target of 450 exhibitors is reached or not, the expo’s greater value lies in its potential to strengthen Zimbabwe’s tourism brand, expand regional partnerships, and unlock new economic opportunities for the sector and the nation at large.
