MASVINGO – More than 140 international buyers have arrived in Masvingo for the 19th edition of the Sanganai/Hlanganani Dzimbahwe World Tourism Expo, which will be officially opened by President Emmerson Mnangagwa this Wednesday.
Running from September 9 to 12 at the Gymkhana Grounds, the prestigious showcase has drawn delegates from the Americas, Europe, Asia, and the Middle East, anchoring Zimbabwe’s drive to market its diverse provincial attractions to the global travel industry.
Contingents of international buyers from the United States, Spain, Germany, Japan, Singapore, the United Arab Emirates, and other countries are among those who have arrived. The numbers behind this year’s event are the best the fair has posted in some time: close to 140 international buyers ahead of target alongside several hundred exhibitors and nine exhibiting countries. A total of 133 international buyers have been secured for the 2026 edition, representing a 49.4 percent increase from 2025 alongside 392 registered exhibitors.
INFRASTRUCTURE TRANSFORMATION AND ECONOMIC BOOST
Their arrival has given a massive tourism boost to Masvingo City and the entire province, with hotels, lodges, motels and AirBnBs enjoying brisk business.
Permanent Secretary for Masvingo Provincial Affairs and Devolution, Dr Addmore Pazvakavambwa, said the stage was set for the official opening of the expo by the President.
“The stage is now set for President Mnangagwa to officially open the expo on Wednesday and all the preparatory work has been completed at the venue, where a conference centre and exhibitors’ tents have been set up,” said Dr Pazvakavambwa. “We have buyers from all corners of the globe, including the Americas, Europe, Asia and the Middle East. After this expo, Masvingo tourism will never be the same.”
Dr Pazvakavambwa said major infrastructural changes have taken place in the ancient city. Access roads leading to the Gymkhana venue have been constructed, and Masvingo Airport has been given a facelift, now boasting an arrival and a departure wing, while the runway has also been expanded.
“It is not just the hotels, lodges, motels and AirBnBs together with restaurants that are enjoying brisk business, but the infrastructural face of our city has also changed,” he said.
AIR ZIMBABWE PARTNERSHIP BOOSTS ACCESSIBILITY
The build-up to the expo reached a crescendo over the weekend with the arrival of the first cohort of international buyers at the refurbished Masvingo Airport.
Their arrival also marked the start of daily direct flights from Harare to Masvingo and Chiredzi by Air Zimbabwe, after the national air carrier inked a deal with the Zimbabwe Tourism Authority for daily air flight services from September 5 to 12.
The first flight into Masvingo Airport, carrying around 40 international buyers, arrived on Saturday just after 8 am. Tourism and Hospitality Industry Minister Barbara Rwodzi, together with Masvingo Provincial Affairs and Devolution Minister Ezra Chadzamira, witnessed the arrival of the first group of international buyers. Three Air Zimbabwe flights landed at Masvingo Airport on Saturday alone, carrying international buyers.
Minister Rwodzi said the flights will provide convenient travel options for exhibitors, buyers, delegates and visitors. Over 500 international buyers and exhibitors have confirmed participation at this year’s event as Zimbabwe tourism continues its rebound. The flight service is being operated using an ART 42-500 plane, with the inaugural Harare-Masvingo flight arriving carrying 44 passengers.
TOURISM CLUSTERISATION STRATEGY UNVEILED
Minister Rwodzi said the surge in airlift capacity and seat occupancy was direct evidence of improved destination accessibility under the Ministry’s tourism clusterisation strategy.
“Our airspace is busy. Imagine that today we have been prioritising three clusters including music, food (gastronomy) and Street carnival and displays, but the response is quite exciting,” Rwodzi said. “We have flights coming in and out of Masvingo ferrying international, continental, regional and local tourists. This is what tourism-driven economic activity looks like. It means more bed nights, more forex receipts and more SME participation.”
Rwodzi highlighted that the Ministry has segmented the national tourism product into 13 strategic clusters to drive product diversification and market segmentation in line with Vision 2030.
GASTRONOMY AND MUSIC CARNIVAL SETS THE STAGE
The Gastronomy and Music Carnival, held as a prelude to the expo, featured performances by Andy Muridzo, Diana Samukange, Mhofukadzi, Vee Mhofu, Ubuntu Traditional Mbira Group and Zimbabwe Traditional Mbira Group.
Minister of State for Provincial Affairs and Devolution Ezra Chadzamira said gastronomy and music were being used to showcase the province’s cultural identity.
“Gastronomy tourism is more than just food. It is a celebration of our history through local dishes from traditional grains,” he said.
The carnival is part of a broader programme that also includes a Sanganai/Hlanganani Dzimbahwe half marathon and other events.
BUYERS SPREAD ACROSS THE PROVINCE
Minister Rwodzi said the international buyers had been spread across Masvingo Province to experience its tourism attractions beyond traditional destinations.
“International buyers this year surpassed our target, with almost 140 international buyers. They have landed and gone to their respective accommodation facilities, some to Chiredzi, Tugwi-Mukosi, Bikita and Zaka,” said Rwodzi.
She said the move was aimed at ensuring international buyers marketed the whole province rather than focusing on traditional destinations. “They are here to explore Masvingo so that after Sanganai/Hlanganani they will sell Masvingo Province, not just Victoria Falls, Bulawayo or Harare,” she said.