Staff Writer
HARARE, Zimbabwe — Eighteen tourism agencies from Germany, France, Portugal and Spain are undertaking a 12-day familiarisation tour of Zimbabwe ahead of the Sanganai/Hlanganani Dzimbahwe Tourism Expo 2026.
The Zimbabwe Tourism Authority (ZTA) said the tour is aimed at strengthening the European tourism market’s understanding of Zimbabwe as a diverse destination.
The delegation is travelling through Harare, Great Zimbabwe, Gonarezhou, Matobo, Hwange and Victoria Falls to experience the country’s tourism products first-hand.
“The tour is strategically exposing tourism professionals to the depth and diversity of Zimbabwe’s tourism product, enabling them to package and sell experiences across multiple destinations rather than concentrating demand around Victoria Falls,” the ZTA said.
The tourism authority said the programme comes as the European market shows growing interest in longer Zimbabwe itineraries.
“The growing development of 9–21-day Zimbabwe packages in the European market signals increasing confidence in the destination and presents an opportunity to convert product exposure into longer stays, wider tourist dispersal and increased tourism receipts,” the ZTA said.
The ZTA said exposing international tourism professionals to destinations beyond Victoria Falls could help promote lesser-explored attractions while spreading the economic benefits of tourism to more communities.
“By placing Zimbabwe’s tourism experiences directly before professionals who influence consumer travel decisions, the initiative strengthens the country’s market positioning, promotes lesser-explored destinations and extends the economic benefits of tourism to more communities,” the authority said.
The ZTA added that first-hand experience of the destination gives tourism professionals greater confidence to market Zimbabwe to international travellers.
“When tourism professionals experience the destination first-hand, they gain the confidence to market Zimbabwe with greater depth, authenticity and conviction,” the ZTA said.
The Sanganai/Hlanganani Dzimbahwe Tourism Expo is Zimbabwe’s flagship tourism trade event, bringing together local and international tourism operators, buyers and other industry stakeholders to promote the country as a competitive tourism destination and create business opportunities for the sector.
The 19th edition of the Sanganai/Hlanganani/Dzimbahwe World Tourism Expo will be held in Masvingo from 9 to 12 September 2026, with the main event taking place at the Gymkhana Events and Conference Centre. The expo is Zimbabwe’s flagship international tourism trade fair and is organised annually by the Zimbabwe Tourism Authority (ZTA).
Sanganai/Hlanganani has grown into an important business-to-business tourism platform, bringing together tourism operators, hotels, airlines, tour operators, destination marketers, investors, international buyers and the media to promote Zimbabwe as a tourism destination and create business opportunities with international markets.
This year’s edition is particularly significant because it continues the Government’s policy of decentralising major national events and spreading tourism-led economic opportunities beyond the traditional centres. The 2025 edition was hosted in Mutare, the first time the expo moved outside Bulawayo under the rotational approach. Masvingo is hosting the 2026 edition, while Kariba is expected to host in 2027.
The approach is linked to the Government’s devolution agenda and the principle of “leaving no one and no place behind.”
Masvingo provides a distinctive setting for the expo because of its exceptional heritage, wildlife and adventure tourism assets. The province is home to the Great Zimbabwe Monument, the ancient stone city from which the country derives its name, as well as attractions including Lake Mutirikwi, Gonarezhou National Park, Tugwi-Mukosi, Chilojo Cliffs and Malilangwe.
The hosting of an international tourism marketplace in the province provides an opportunity to place these attractions directly before international buyers and investors.
The 2026 programme is also being supported by activities preceding the main expo. According to ZTA, the September Sports Tourism Carnival runs from 1–4 September, followed by a Street Carnival on 5 September, before the main Sanganai/Hlanganani/Dzimbahwe Expo from 9–12 September.
The event is expected to have benefits beyond tourism marketing. The arrival of international buyers, exhibitors and other delegates creates opportunities for hotels, restaurants, transport operators, craftspeople, small businesses and other local service providers, while also exposing potential investors to opportunities in Masvingo.
The province has been preparing with the aim of ensuring that local communities and businesses participate and benefit from the event.
At the centre of the 2026 edition is therefore an effort to use tourism not only to market Zimbabwe internationally, but also to drive provincial development, investment, infrastructure improvement and local economic participation. Hosting Sanganai in Masvingo places the country’s ancient civilisation and heritage at the centre of a modern international tourism marketplace, linking the story of Great Zimbabwe with contemporary opportunities in hospitality, wildlife, culture, adventure tourism and investment.
Sanganai/Hlanganani 2026 is more than a four-day tourism exhibition. It is being positioned as a platform for Destination Zimbabwe, while giving Masvingo an opportunity to showcase its heritage and tourism potential to the international market.