By Caroline Washaya Moyo
HARARE – Zimbabwe has officially launched World Tourism Month 2026, with the country set to showcase the transformative role of tourism, digitalisation and artificial intelligence in driving economic growth, investment, employment and sustainable development.
The month-long celebrations, which run throughout September, will culminate in the United Nations World Tourism Day on September 27, under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
Speaking during a press briefing on Wednesday, Minister of Tourism and Hospitality Industry, Hon. Barbara Rwodzi, said tourism occupies a strategic position in President Dr Emmerson Dambudzo Mnangagwa’s Vision 2030 of transforming Zimbabwe into a prosperous and empowered upper-middle-income society.
“Under this vision, tourism is not merely an industry; it is a powerful instrument for economic transformation, investment mobilisation, employment creation, community empowerment, infrastructure development and sustainable development,” said Hon. Rwodzi.
She said Government, through the National Development Strategy 2 (NDS2), was committed to unlocking the value of Zimbabwe’s natural, cultural, historical and heritage assets while positioning tourism as a major contributor towards the attainment of Vision 2030.
Hon. Rwodzi said Zimbabwe must build a globally competitive, inclusive and sustainable tourism economy that creates opportunities for communities, stimulates enterprise across all provinces and attracts both domestic and international investment.
“We must build a globally competitive, inclusive and sustainable tourism economy that creates opportunities for our people, stimulates enterprise across all provinces, attracts domestic and international investment, strengthens local communities and generates value throughout the economy,” she said.
She added that tourism should become a stronger engine of inclusive growth, ensuring that no one and no place is left behind.
Masvingo Takes Centre Stage
The Minister said the launch of Tourism Month was significant because Government was taking the tourism narrative beyond traditional tourism centres and bringing it directly to the country’s provinces.
This year, Masvingo Province will take centre stage as Zimbabwe showcases its rich history, culture, heritage, wildlife and natural attractions.
Masvingo will also host the main World Tourism Day celebrations on September 27, 2026.
A major highlight of the month will be the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo, scheduled to take place from September 9 to 12, 2026, at the Gymkhana Events and Conference Centre in Masvingo.
Hon. Rwodzi said the hosting of the Expo in Masvingo represented an important milestone in Government’s devolved approach to tourism development.
“Sanganai/Hlanganani/Dzimbahwe remains Zimbabwe’s premier tourism trade platform, providing a strategic marketplace where tourism businesses showcase their products, access international markets, build partnerships, generate business leads and explore investment opportunities,” she said.
Sports Tourism Takes Centre Stage
This year’s Expo will also mark a new chapter in Zimbabwe’s tourism promotion strategy through the integration of Sports Tourism.
The September Sports Tourism Carnival, which was officially opened by the Deputy Minister of Tourism and Hospitality Industry, Hon. Tongai Mnangagwa, on September 1 at Mucheke Stadium in Masvingo, is a key component of the initiative.
The Carnival will culminate in the Sports Tourism Awards Ceremony on September 4 and features several sporting disciplines, including soccer, netball, volleyball, basketball, golf, marathon, tennis, pool and rugby.
Hon. Rwodzi said the initiative recognises the growing relationship between tourism and sport.
“By bringing athletes, sports enthusiasts and tourists together, we are positioning sport as a powerful platform for destination promotion and tourism growth,” she said.
Showcasing Great Zimbabwe
The choice of Masvingo as host province is particularly significant because of its rich heritage and historical importance.
The province is home to the Great Zimbabwe Monuments, a UNESCO World Heritage Site and one of Africa’s most important archaeological and cultural heritage sites.
Hon. Rwodzi said Masvingo provides an exceptional opportunity for Zimbabwe to showcase both its tangible and intangible heritage while promoting authentic cultural experiences.
“Through Sanganai/Hlanganani/Dzimbahwe, we will systematically profile Masvingo’s tourism potential for trade, investment and destination development, while creating opportunities for local communities and enterprises to participate more meaningfully in the tourism value chain,” she said.
Expo Set to Drive Business and Investment
The Minister said the benefits of the Expo would extend beyond the four days of the event.
The platform will allow tourism businesses to showcase their products, engage international buyers, develop partnerships and generate direct business opportunities.
Business-to-business engagements, networking opportunities and market access are expected to stimulate new investment and tourism flows.
Hon. Rwodzi said the participation of international buyers and media was particularly important in strengthening Destination Zimbabwe and supporting the country’s engagement and re-engagement agenda.
Their presence, she said, would help expand Zimbabwe’s market reach, strengthen international relationships and position the country as a destination of choice.
The anticipated increase in exhibitors, buyers and visitors is also expected to stimulate demand for accommodation, transport, food, entertainment and other services, generating employment and economic opportunities across the tourism value chain.
Familiarisation tours and strategic media coverage will further showcase Masvingo’s unique attractions to international markets.
Infrastructure Legacy for Masvingo
Meanwhile, the 2026 Sanganai/Hlanganani/Dzimbahwe Tourism Expo is leaving behind an important infrastructure legacy in Masvingo.
Infrastructure developments include the refurbishment of Masvingo Airport, undertaken in collaboration with the Ministry of Transport and Infrastructure Development through the Airports Company of Zimbabwe.
Other developments include the construction of a restaurant, offices and ablution facilities, as well as the development of a conference and events centre.
The Ministry of Transport and Infrastructure Development is also supporting the refurbishment of the road leading to the Expo venue and the airport access road.
Hon. Rwodzi said the interventions would improve accessibility, enhance the visitor experience and strengthen Masvingo’s capacity to host future tourism, business and investment events.
“This is a clear demonstration of the value of coordinated Government action and the power of a whole-of-Government approach in unlocking tourism-led economic development, strengthening connectivity, improving infrastructure and creating an enabling environment for the growth of our tourism sector,” she said.
Expo Registration Nears Target
Hon. Rwodzi said preparations for the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo were progressing well, with exhibitor registrations nearing the target.
The Expo is targeting 400 companies, with 392 companies already registered, representing 98 percent of the target.
The figure represents an increase from 343 exhibitors recorded last year, translating to a 14.3 percent year-on-year increase.
“Given the continued pace of registrations, we anticipate reaching and potentially exceeding our target,” said Hon. Rwodzi.
The exhibitors represent a broad cross-section of the tourism economy, including accommodation establishments, travel agents, tour operators, car hire and transport operators, airlines, publicity associations, tourism service providers, financial institutions and tertiary institutions.
On the buyers’ side, 133 international buyers have confirmed participation, compared to 89 last year, representing a 49.4 percent year-on-year increase.
The buyers are expected from markets including Japan, China, Hong Kong, India, the United States of America, the United Arab Emirates, France, Germany, the United Kingdom, South Africa and other African countries.
Nine countries have also registered to participate as Expo exhibitors: South Africa, Namibia, Botswana, Malawi, Tanzania, Zambia, Rwanda, Ghana and Indonesia.
Hon. Rwodzi said the growing participation reflected increasing confidence in Destination Zimbabwe.
“This 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,” she said.
As Zimbabwe marks World Tourism Month, the country is placing renewed emphasis on innovation, digital transformation, artificial intelligence, heritage, sports and investment as key pillars for building a competitive and sustainable tourism economy.
With Masvingo hosting the Sanganai/Hlanganani/Dzimbahwe Tourism Expo and the main World Tourism Day celebrations, September is set to place the province firmly in the spotlight while showcasing Zimbabwe’s diverse tourism offerings to regional and international markets.
