MEDIA, DIGITAL INNOVATION TAKE CENTRE STAGE TO MARK WORLD TOURISM MONTH

Tourism is a core pillar of Zimbabwe’s economic transformation, driving investment, employment and community empowerment, with the media identified as a critical partner in telling the country’s tourism story and positioning Destination Zimbabwe on the global map.

The remarks came during a press briefing marking World Tourism Month 2026 and previewing the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo, where officials stressed that strategic communication remains central to promoting the country’s natural, cultural, historical and heritage assets, attracting both tourists and investors, and expanding opportunities across the tourism value chain in line with the National Development Strategy 2 (NDS2) and Vision 2030.

This year’s World Tourism Month runs under the UN Tourism theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” placing digital innovation, investment and destination promotion at the heart of September’s activities.

The flagship expo, scheduled for 9 to 12 September 2026 in Masvingo, has attracted 392 exhibitors, representing 98% of the 400-exhibitor target and a 14.3% increase from the 343 recorded last year. International buyer participation has also surged, with 133 confirmed buyers up 49.4% from 89 previously, drawing interest from key global and African source markets.

Beyond the trade exhibition itself, the broader programme includes the September Sports Tourism Carnival, business networking sessions, a Tourism Investment Conference, gastronomy showcases, MICE (meetings, incentives, conferences and exhibitions) activities, cultural events and familiarisation tours for visiting buyers and media.

Masvingo’s hosting of the expo has been framed as a powerful expression of Zimbabwe’s heritage-led tourism and devolution agenda, anchored by the Great Zimbabwe Monument and designed to create tangible opportunities for local communities and enterprises. Through a whole-of-government approach, the expo is also driving a lasting infrastructure legacy, including the refurbishment of Masvingo Airport, road improvements, and upgraded facilities at the Gymkhana Events and Conference Centre.

Appreciation was extended to the various government departments, local authorities, tourism stakeholders and media partners who have supported preparations and helped promote Destination Zimbabwe, with effective communication reiterated as central to attracting tourists, investment and new markets.

With venue preparations now around 90% complete and exhibitor registrations still open, Zimbabwe is using this year’s Tourism Month to send a clear message to the world: the country is open for tourism, open for investment, and ready to compete on the global stage.