Staff Writer
Zimbabwe’s tourism sector is set to benefit from increased international market exposure following the arrival of a delegation of tourism buyers from Japan ahead of the 2026 Sanganai/Hlanganani Dzimbahwe Tourism Expo, which will be held in Masvingo from September 9 to 12.
The Zimbabwe Tourism Authority (ZTA) said the arrival of the Japanese buyers presents an important opportunity for Destination Zimbabwe to strengthen its presence in the Japanese tourism market and create new business linkages between international buyers and local tourism operators.
The ZTA said the participation of international buyers goes beyond simply attending the tourism exhibition, as it gives them an opportunity to experience Zimbabwe’s tourism products first-hand and assess the experiences that could be packaged and marketed to potential travellers in their respective source markets.
“The presence of international buyers places Zimbabwe’s tourism products directly before trade players who can influence where tourists choose to travel,” the ZTA said.
According to the tourism authority, the Japanese delegation will have an opportunity to engage local tourism operators, explore Zimbabwe’s attractions and assess tourism experiences that can potentially be packaged and sold in Japan.
The ZTA said this process is central to the value of Sanganai/Hlanganani, as the expo provides a platform for converting Zimbabwe’s tourism experiences into marketable products while creating business-to-business linkages between local operators and international tourism buyers.
“The real value of the expo lies in converting Zimbabwe’s tourism experiences into marketable products, forging business-to-business linkages and taking Destination Zimbabwe from a showcase in Masvingo to travel shelves and itineraries in international source markets,” the authority said.
The arrival of the Japanese buyers comes as Zimbabwe continues efforts to expand its international tourism markets and increase tourist arrivals through stronger engagement with travel trade partners.
The 2026 Sanganai/Hlanganani Dzimbahwe Tourism Expo is expected to bring together tourism stakeholders, operators, buyers and other industry players, providing a platform for networking, product promotion and the development of new commercial partnerships.
The ZTA said the participation of source-market buyers such as those from Japan demonstrates the importance of creating direct connections between Zimbabwe’s tourism industry and international markets.
The authority expressed optimism that engagements during the expo will translate into tangible business opportunities, increased visibility for local tourism products and stronger international demand for Destination Zimbabwe.