By Jonathan Mbiriyameka
HARARE — There is something special about September in Zimbabwe.
The jacarandas begin to bloom, painting the streets in shades of purple. The air carries a hint of summer’s approach.
And this year, the month brings something more—a celebration of a nation opening its doors to the world.
Zimbabwe has officially launched World Tourism Month 2026, a month-long programme that Minister of Tourism and Hospitality Industry Barbara Rwodzi described as being about “using tourism to drive development”.
Tourism and Hospitality Industry Minister Barbara Rwodzi flanked by Permanent Secretary Dr Takazura Munyanyiwa left and ZTA CEO Dr George Manyaya
A New Chapter for Masvingo
The launch marks a significant moment, not just for the tourism sector, but for the ancient city of Masvingo.
For the first time, this province steeped in history and culture is taking centre stage, hosting both the 19th Sanganai/Hlanganani/Dzimbahwe Tourism Expo from 9 to 12 September and the country’s main World Tourism Day celebrations on 27 September.
The move is part of a deliberate devolution strategy, ensuring that “no one and no place is left behind”.
It is a philosophy that seeks to spread the benefits of tourism beyond the traditional hubs, allowing provinces like Masvingo to showcase their unique offerings.
“The hosting of the 19th edition of Sanganai/Hlanganani/Dzimbahwe Tourism Expo in Masvingo represents an important milestone in our devolved approach to tourism development,” Minister Rwodzi said during the launch.
More Than Just a Celebration
For Zimbabwe, World Tourism Month is not merely a calendar event. It is a platform to reaffirm the country’s commitment to the aspirations of Vision 2030—the goal of becoming a prosperous and empowered upper-middle-income society.
“Under this vision, tourism is not merely an industry; it is a powerful instrument for economic transformation, investment mobilisation, employment creation, community empowerment, infrastructure development and sustainable development,” Minister Rwodzi noted.
For the people of Masvingo, this is a moment of pride and opportunity. The Expo, which will take place at the Gymkhana Events and Conference Centre, will attract over 130 international buyers from key markets such as Germany, the United Kingdom, the United States, Japan, China, and India.
This year’s theme for the United Nations observance is “Digital Agenda and Artificial Intelligence to Redesign Tourism,” a forward-looking theme that highlights how technology can transform the visitor experience.
A Vibrant Calendar of Activities
The Tourism Month programme is a rich tapestry of events designed to showcase Zimbabwe’s diverse offerings. It began with the Sports Tourism Carnival from 1 to 4 September, which brought together athletes and communities from all 10 provinces in a celebration of sporting talent in Masvingo.
On 5 September, the Street Carnival will follow, blending gastronomy, music, and cultural experiences into a vibrant celebration of local heritage.
The main Expo will then run from 9 to 12 September, featuring business-to-business networking, an investment conference, a gastronomy masterclass, and a CEOs’ roundtable .
The month will culminate on 27 September with the World Tourism Day main celebrations, which will be hosted in Masvingo.
A Message of Hope
As Zimbabweans and international visitors alike prepare to converge on Masvingo, there is a palpable sense of excitement. The month-long celebration is an invitation to rediscover the country, to explore its hidden gems, and to witness its transformation.
As Minister Rwodzi aptly put it, “Our message is clear: Zimbabwe is open for tourism, open for investment and ready to take its rightful place as a globally competitive, inclusive and sustainable tourism destination”.
For the people of Masvingo, the message is even more personal: their home is no longer just a gateway to the past—it is a gateway to the future.
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