Kumbanayi! How a Name Change is Uniting Zimbabwe Through Tourism

By Jonathan Mbiriyamveka

This year, Zimbabwe’s biggest tourism event isn’t just changing locations — it’s also changing languages.

As the iconic Sanganai/Hlanganani Tourism Expo prepares to open its doors in the scenic city of Mutare, one thing stands out: the event has been rebranded to include a third, deeply symbolic word — Kumbanayi.

For years, the Expo was known as Sanganai/Hlanganani, drawing from Shona and Ndebele — Zimbabwe’s two dominant local languages. But for the first time in its 18-year history, the event has added a Manyika dialect word — Kumbanayi — as a gesture of inclusion for the hosting region, Manicaland.

In all three languages, the meaning remains consistent: “Come together” or “Meet and connect”. But the change is far more than linguistic. It’s symbolic of a broader effort to decentralise tourism, celebrate Zimbabwe’s cultural diversity, and ensure no province is left behind.

“Rebranding the Expo name was very intentional,” said Tourism Minister Barbara Rwodzi during a press briefing this week.

“We want every community in Zimbabwe to feel seen, heard, and included in shaping our tourism future.”

A site inspection at La Richelle Country House and Spa by the media organised by the Ministry of Tourism and Hospitality and Zimbabwe Tourism Authority ahead of Sanganai/Hlanganani, revealed that Manicaland Province was geared up for the tourism extravaganza.

The place which is both a botanical garden on a 20-hectare scenic land boasts 25 species of flowers and 24 rooms for accommodation.

It also serves as a perfect venue for weddings and other functions.

Regis Muchenje, the general manager of La Rochelle confirmed that La Rochelle is still in its pristine condition although it is now under the National Trust, they have maintain the gardens and the environs.

“We are hoping to market our product to a wider audience at his year’s Sanganai/Hlanganani Tourism Expo which is a first in the province. We are excited that that finally we are going to be meeting buyers from across the world here in the province and we expect a tourism boom thereafter,” Muchaneje said.

The word “Kumbanayi”, native to the Manyika people of Manicaland, encapsulates the spirit of hospitality and community that defines the Eastern Highlands — Zimbabwe’s lush, mountainous region bordering Mozambique.

Peter Masamvu in charge of maintaining the gardens

From Chimanimani’s dramatic cliffs to Vumba’s misty forests, the area has long been a hidden gem, and now, it’s taking centre stage.

By rotating the Expo to different provinces in coming years — and adapting its name to the local dialect — the Zimbabwe Tourism Authority is creating a moving celebration of language, identity, and local ownership.

Each year, the Expo will adopt a new regional twist to its title — showcasing not just places, but people and cultures.

For locals in Mutare, the inclusion of Kumbanayi has created a strong sense of pride. Street banners, radio ads, and even buses branded with the new name are fuelling a groundswell of excitement.

“It feels like the country is finally recognising that tourism is not just about Victoria Falls or Harare. We have so much to offer here in Manicaland,” said Tsitsi Mudzvova, a local guesthouse owner.

In a world where tourism often leans on clichés and postcard-perfect visuals, Zimbabwe is taking a different route — one that honours its people and places through something as simple, and yet as powerful, as a name.