MASVINGO, ZIMBABWE – Zimbabwe is preparing to bring international tourism buyers, investors and operators to Masvingo as the country uses its flagship Sanganai/Hlanganani/Dzimbahwe World Tourism Expo to drive visitor growth beyond its traditional destinations.
The 19th edition of the expo will run from 9 to 12 September at the Gymkhana Events and Conference Centre. Zimbabwe Tourism Authority officials say international buyer confirmations have already surpassed last year’s numbers.
Tourism and Hospitality Industry Minister Barbara Rwodzi has led inspections of the venue and supporting facilities as Masvingo prepares to host exhibitors, international buyers, tourism businesses and industry representatives.
This year’s event carries a wider economic ambition. Zimbabwe wants to use Sanganai/Hlanganani to attract visitors and investment while creating opportunities for hotels, restaurants, transport operators, tour companies and local businesses.
Masvingo gives that strategy a significant tourism asset in Great Zimbabwe, the ancient stone city that gave the country its name. The UNESCO World Heritage Site remains one of Zimbabwe’s most important cultural attractions and gives international buyers a direct connection to the country’s heritage tourism potential.
The province also offers Lake Mutirikwi, recreational attractions and access to wider tourism experiences in southeastern Zimbabwe. Authorities want to package those assets alongside culture, gastronomy, sport and business events to encourage visitors to stay longer and spend more.
Zimbabwe’s tourism industry has entered 2026 with signs of growth. International arrivals increased 11% to 384,515 during the first quarter, compared with 347,555 during the same period last year.
African travellers continued to dominate arrivals, while several overseas markets also recorded growth. The performance strengthens Zimbabwe’s efforts to rebuild tourism as a major source of foreign currency, investment and employment.
Sanganai/Hlanganani plays an important role in that strategy because it operates primarily as a business exchange rather than a conventional consumer travel exhibition. International buyers can meet Zimbabwean hotels, tour operators, destinations and other tourism businesses before developing products for their home markets.
Zimbabwe Tourism Authority chief executive George Manyaya says the 2026 edition will feature more exhibitors, business meetings and industry activities than last year’s event. The authority expects buyers from several international markets to attend.
Masvingo will also host tourism-related activities before the main exhibition. A sports tourism programme begins on 1 September, while a street carnival on 5 September will combine food, music and cultural experiences.
The programme aims to connect tourism with businesses that do not always benefit directly from major travel exhibitions. Restaurants, accommodation providers, transport companies, traders and creative industries could gain from increased visitor activity.
Moving the expo to Masvingo also forms part of Zimbabwe’s effort to spread tourism activity beyond established centres.
Victoria Falls remains the country’s most internationally recognised destination, while Harare and Bulawayo attract significant business travel. Developing stronger tourism economies in other provinces could broaden the industry’s contribution to local communities.
Masvingo offers a particularly strong opportunity because Great Zimbabwe gives the region an internationally recognised heritage attraction. The challenge is turning that recognition into longer stays, stronger hospitality investment and more tourism spending across the province.
Infrastructure, air and road connectivity, accommodation standards and service quality will influence whether that ambition succeeds. International buyers may generate new business, but Zimbabwe will need reliable tourism infrastructure to convert increased interest into repeat visitors.
The Sanganai/Hlanganani expo therefore represents more than four days of exhibitions and meetings.
Its bigger test will come after international delegates leave Masvingo. Success will depend on whether the connections made at the expo translate into bookings, investment and sustained opportunities for Zimbabwean tourism businesses.
With visitor numbers rising and international buyers preparing to arrive, Zimbabwe has an opportunity to use Masvingo to present a broader tourism proposition to the world, one built around heritage, business, culture and experiences beyond its best-known destinations.
