By Jonathan Mbiriyamveka | Mutare
President Emmerson Mnangagwa has challenged stakeholders in Zimbabwe’s tourism sector to ensure that the 2025 Sanganai/Hlanganani/Kumbanayi World Tourism Expo delivers long-term, measurable benefits for the country’s economy and communities.
Speaking at the official opening of the 18th edition of the Expo in Mutare, the President said the success of the premier tourism event must go beyond exhibitions and speeches.
“The success of the Expo will be measured by the contracts signed, itineraries launched, investments secured, jobs created, and stories shared long after the Expo ends,” Mnangagwa said.
He called for a commitment to tracking results and sustaining momentum, urging tourism authorities, government departments, and the private sector to work together to ensure the event’s legacy translates into real economic growth and social development.
“Let us build on the momentum generated here, in line with our SADC Tourism Strategy, to ensure lasting economic and social impact,” he added.
Focus on Outcomes, Not Just Showcases
The President’s remarks reflect a growing emphasis on outcome-based tourism development, where international expos and trade fairs are seen not just as promotional platforms but as catalysts for deals, partnerships, and direct investment.
This year’s Expo, held in Manicaland for the first time, brought together tourism operators, buyers, and exhibitors from over 20 countries, along with local SMEs, youth entrepreneurs, and community-based tourism initiatives.
“Zimbabwe must move from showcasing to converting interest into business. We want to see real contracts, bookings, and joint ventures emerging from this Expo,” said a senior tourism official who attended the event.
Jobs and Investment the End Goal
Tourism contributed 15% to Zimbabwe’s GDP in 2024, according to the President. With the sector positioned as a national growth engine, Mnangagwa made it clear that all stakeholders must focus on job creation, enterprise growth, and rural development as critical performance indicators.
“This Expo must generate results that contribute directly to our broader development goals under Vision 2030,” he said.
Call for Innovation and Follow-Up
Mnangagwa also urged youth innovators and SMEs who participated in the Expo to build on the exposure and align their offerings with both local and global market demands.
“Appreciate market demands and create appropriate tourist products, riding on our rich heritage, natural environs and culinary arts,” he encouraged.
The Zimbabwe Tourism Authority (ZTA) is expected to release a post-Expo impact report, outlining the number of deals closed, investments pledged, and marketing partnerships established during the event.
[Breakout Box: Key Metrics to Watch Post-Expo]
Deals Signed with international buyers and tour operators
New Travel Itineraries and destination packages launched
Jobs Created in tourism value chains
Investments Attracted in infrastructure and hospitality
Visitor Numbers and Bookings in Eastern Highlands and other regions
SME Growth and new business linkages
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