392 COMPANIES REGISTERED FOR SANGANAI/HLANGANANI EXPO

Preparations for the 19th edition of the Sanganai/Hlanganani/Dzimbahwe World Tourism Expo are gathering strong momentum, with Tourism and Hospitality Industry Minister Honourable Barbara Rwodzi confirming that 392 companies have already registered to exhibit, representing 98% of the 400-exhibitor target and a 14.3% increase on last year’s numbers.

Speaking ahead of the flagship event, set to run from 9 to 12 September 2026 at the Gymkhana Events and Conference Centre in Masvingo, Rwodzi said exhibitor participation has risen to 392 companies, up from 343 last year. The growth builds on a steady upward trend for the expo, which has consistently expanded its footprint year-on-year as Zimbabwe positions itself more aggressively on the global tourism stage.

Alongside the exhibitor growth, the Minister reported that 133 international buyers have confirmed participation at this year’s expo, up from 89 last year, marking a 49.4% year-on-year increase. Buyers attending are expected from key source markets including Japan, China, India, the United States, the United Arab Emirates, France, Germany, the United Kingdom and South Africa, alongside representatives from other African markets, with nine countries also exhibiting, among them South Africa, Botswana, Namibia, Zambia, Rwanda, Ghana and Indonesia.

Rwodzi attributed the surge in participation to an aggressive Brand Zimbabwe marketing campaign spearheaded by the Ministry of Tourism and Hospitality Industry alongside the Zimbabwe Tourism Authority, spanning social media, radio and television advertising, billboards, electronic billboards, webinars, in-store promotions at major retailers, and branded buses operating on routes connecting Harare, Masvingo, Bulawayo and Mutare.

“The level of participation demonstrates the growing confidence in Destination Zimbabwe and reinforces Sanganai/Hlanganani/Dzimbahwe’s position as a strategic platform for connecting Zimbabwe’s tourism industry with global markets,” Rwodzi said.

This year’s expo marks a significant departure in format, with Masvingo hosting the flagship event as part of government’s strategic shift to rotate the showcase across provinces, moving away from the traditional concentration of the expo in Harare and Bulawayo, in a move reflecting broader commitments to devolution, decentralisation and balanced regional development.

The province has been preparing extensively to receive the influx of visitors, with more than 900 rooms available across Masvingo and its surrounds, while infrastructure works at the Gymkhana grounds, including water supply, road networks and ablution facilities, have been completed ahead of the event.

With registration numbers closing in on capacity and international buyer interest surging, organisers say the 2026 edition is on track to be one of the most well-attended in the expo’s 19-year history, cementing its place as Africa’s premier tourism trade platform.