ZTA SCOOPS TOP AWARD FOR INNOVATIVE TOURISM-AGRICULTURE EXHIBIT AT ZIMBABWE AGRICULTURAL SHOW

The Zimbabwe Tourism Authority (ZTA) has been named winner of the Best Tourism and Hospitality Exhibit – Service Excellence and Destination Branding Award at the recently ended Zimbabwe Agricultural Show 2026, held under this year’s overarching show theme of Powering Growth.

The award recognises ZTA’s innovative approach to showcasing Destination Zimbabwe and highlighting the powerful nexus between agriculture and tourism, presented through the authority’s stand theme, “Experience Zimbabwe: Where Farming Meets Tourism.” The exhibit demonstrated how agrotourism can drive rural tourism, community empowerment, value addition and inclusive growth, connecting local farmers to tourism markets through a farm-to-market concept while enriching visitor experiences through gastronomy tourism and locally produced agri-based products.

By strengthening the tourism value chain and promoting Zimbabwe’s rich cultural heritage, the stand offered a practical demonstration of how agriculture and tourism, two of the country’s most significant economic sectors, can work in tandem to create shared value for rural communities and small-scale producers alike.

The recognition comes as ZTA continues to implement its Tourism Cluster-Based Strategy, an approach designed to create linkages across sectors and unlock tourism’s full potential as a catalyst for inclusive economic growth. Officials say the award is a clear demonstration that the strategy is working, with the agriculture-tourism pairing at the Zimbabwe Agricultural Show offering a tangible example of cross-sector collaboration in action.

The win adds to a strong run of showcase appearances for ZTA in 2026, following its widely praised stand at the Zimbabwe International Trade Fair (ZITF) in Bulawayo earlier this year, which drew visits from senior government officials and highlighted the authority’s culture, gastronomy and heritage clusters. ZTA has also been building momentum ahead of the 19th edition of the Sanganai/Hlanganani-Dzimbahwe Tourism Expo, due to run in Masvingo from 9 to 12 September, with a September Sports Tourism Carnival launching the province’s build-up programme from 1 to 4 September.

Taken together, the Agricultural Show award and the upcoming Masvingo expo reflect a broader push by ZTA to position tourism not as a standalone sector but as one deeply interconnected with agriculture, heritage and community livelihoods across Zimbabwe. By linking farm produce, culinary traditions and rural experiences directly to the tourism value chain, the authority is aiming to spread the economic benefits of tourism beyond conventional hospitality hubs and into the country’s farming communities.