Samuel Kadungure
Mutare Bureau
PRESIDENT Mnangagwa yesterday underscored the pivotal role of tourism in driving national economic growth, with international tourist arrivals into the country surging by 11 percent and the sector contributing 15 percent to the Gross Domestic Product last year.
Officially opening the Sanganai/Hlanganani/Kumbanayi World Tourism Expo at Mutare Sports Club, the President said tourism was a global powerhouse for economic development.
The expo, which is running under the theme: “Devolving Sustainable Tourism Development — Our Future”, was attended by buyers and investors from 23 countries.
According to the United Nations Tourism Barometer, international tourist arrivals grew by 11 percent in 2024, compared to 2023, highlighting a sustained global demand for authentic travel experiences.
Zimbabwe is riding this wave of growth by leveraging its unique blend of natural beauty, wildlife, heritage and cultural richness.
“Tourism in Zimbabwe drives economic growth, fosters local enterprise development, empowers communities and promotes conservation efforts,” said President Mnangagwa.
“Our national strategy focuses on transforming these opportunities into tangible benefits for the collective good of the majority of our citizens. In 2024, tourism contributed 15 percent to GDP growth”.
He emphasised the importance of international tourism companies from over 20 countries, saying their participation at the Sanganai/Hlanganani/Kumbanayi World Tourism Expo was crucial for marketing Zimbabwe’s offerings to new markets and audiences.
The President hailed local tourism companies, praising their creativity and market expertise in packaging Zimbabwe’s products to deliver authentic, high-quality and affordable experiences.
He noted that the buyers collectively play a critical role in expanding the reach of Zimbabwe’s tourism products.
“I am proud to note that Zimbabwe continues to be rated one of the best destinations in Southern Africa. Recognition by international platforms strengthens Brand Zimbabwe. I acknowledge and warmly welcome international tourism companies from over 20 countries. Your participation is vital for marketing Zimbabwe’s tourism offerings to new markets and audiences,” President Mnangagwa said.
“I equally welcome our local tourism companies, whose creativity and market knowledge ensure that tourism products of our country are packaged to guarantee authentic, high quality and affordable experiences.”
He highlighted Zimbabwe’s strategic approach to sustainable tourism, leveraging initiatives like rural tourism, community-based tourism and eco-tourism.
These efforts ensured that local communities directly benefited from tourist spending, while preserving cultural and natural heritage.
President Mnangagwa said by diversifying its offerings, Zimbabwe sought to cater to diverse tourist groups, including leisure seekers, business delegates, wellness tourists and adventure enthusiasts.
President Mnangagwa arrives to a rousing welcome from Zanu PF supporters at Grand Reef Airport ahead of the official opening of the Sanganayi/ Hlanganani/Kumbanai World Tourism Expo in Mutare yesterday. — Picture: Tinai Nyadzayo
“Through initiatives such as rural tourism, community-based tourism and eco-tourism, Zimbabwe is creating pathways for sustainable economic inclusion by ensuring that local communities benefit directly from tourist spending, while preserving our cultural and natural heritage.
“By diversifying our tourism offerings, we are ensuring that Zimbabwe caters for all types of tourists from leisure seekers and business delegates, to wellness tourists and adventure enthusiasts, among others,” he said.
President Mnangagwa said the Sanganai/Hlanganani/Kumbanayi World Tourism Expo was a dynamic marketplace that showcased Zimbabwe’s vast tourism assets, as well as unlocking opportunities for trade, infrastructure development and investment.
“This tourism expo is where culture meets commerce, nature meets innovation and where Zimbabwe positions itself as a premier tourism destination. From our iconic Victoria Falls to the rolling hills of the Eastern Highlands, and from rich wildlife reserves to cultural heritage sites, this event provides a platform to connect global, international and local tourism companies, local entrepreneurs, tour operators and investors,” he said.
“It is here where new tourism products are showcased, strategic partnerships forged and innovative travel experiences packaged, for local, regional and international markets.
“To our distinguished guests, international and local tourism companies, buyers and exhibitors from across the globe, I welcome you to Zimbabwe, a land where breathtaking landscapes, vibrant cultures and warm hospitality converge.
“I trust that this premier tourism extravaganza will allow you to experience first-hand the diversity of our country’s tourism offerings, from adventure trails and nature-based experiences to rural and cultural immersion programmes”.
The President said the Expo had become the cornerstone of Meetings, Incentives, Conferences, and Exhibitions (MICE) — a type of tourism where people travel for business or professional purposes, such as attending conferences, meetings, or exhibitions.
“It is now a world-renowned platform which demonstrates our capability to host international events that meet the highest standards. The creativity and innovation displayed by participants this year signal Zimbabwe’s readiness to continue competing on the global tourism stage. It is praiseworthy that this year’s edition of the Expo, for the first time, in 18 years, has ventured outside Bulawayo, which is in line with my Government’s Devolution Policy.
“By hosting the Sanganai/Hlanganani/Kumbanayi World Tourism Expo here in the Eastern Highlands, the sector has showcased the diverse beauty of our country and the immense opportunities that await both domestic and international tourists. Nyanga’s misty mountains, Vumba’s lush forests and Chimanimani domestic landscapes, have long been Zimbabwe’s hidden gems which have now been availed to the world,” he said.
President Mnangagwa commended the Ministry of Tourism and Hospitality Industry, the Zimbabwe Tourism Authority, Zanu PF provincial leadership, and the City of Mutare, among other stakeholders, for the meticulous preparations for the Expo.
“This event exemplifies how tourism expansion can drive economic development, investment attraction, job creation and local enterprise promotion.
The President accompanied by Vice President Dr Constantino Chiwenga(second right), Tourism and Hospitality Industry Minister Barbra Rwodzi (wearing a hat) and Manicaland Provincial Affairs Minister Advocate Misheck Mugadza (right) tours exhibition stands at the expo
“Tourism infrastructure in and around Manicaland has been upgraded. I congratulate the whole-of-Government approach, with private sector collaboration, which has seen this successful hosting of this showcase,” he said.
On his arrival at Mutare Sports Club, President Mnangagwa toured exhibition stands, where he was impressed by the strong participation of SMEs and youth innovators, urging them to capitalise on the platform, understand market demands and develop tailored tourism products that showcase Zimbabwe’s rich heritage, natural beauty and culinary arts.
He also encouraged participants to attend knowledge sessions, engage with international experts and explore innovations in accessible tourism strategies and crisis preparedness, adding that the country’s competitive edge lay in blending authentic experiences with modern technology, efficiency and world-class hospitality.
President Mnangagwa said the success of Sanganai/Hlanganani/Kumbanayi would be gauged by tangible outcomes, including contracts signed, itineraries launched, investments secured, jobs created and stories shared, long after the expo concludes.
He urged stakeholders to commit to tracking these outcomes and building on the momentum generated, aligning with the SADC Tourism Strategy to ensure a lasting economic and social impact.C
