Staff Writer
Zimbabwe was awarded 1st Runner-Up in the Best International Stand category at the outgoing Zambia Travel Expo (ZATEX) 2026, a remarkable recognition of the country’s Innovative Destination Marketing and commitment to Regional Tourism integration.
The award highlights Zimbabwe’s role in advancing Southern Africa as a seamlessly connected Regional Tourism Destination while showcasing the richness of its Heritage, Culture and Gastronomy.
Through immersive cultural storytelling, the Zimbabwe stand captivated visitors with the magnificence of Great Zimbabwe and authentic Culinary experiences featuring indigenous delicacies such as mhandire, mutetenerwa and maputi, demonstrating how the country’s living heritage continues to create unique, sustainable and memorable Tourism experiences for Regional and International Tourists alike.
Addressing Zambia Vice president , Mutale Nalumango ( who was the guest of honour)and her entourage, Zimbabwe Tourism Authority, Chief executive officer, Dr George Manyaya said the two neighbouring countries share some of Africa’s most iconic tourism assets and should intensify joint marketing efforts to maximise benefits for both destinations.
“Your Honour, Zimbabwe and Zambia are not competitors; we are co-opetitors (a competitor in business or a game who also acts as a collaborator),” he said in his keynote address.
“We share one of the world’s greatest natural wonders, the Victoria Falls. Our responsibility is to strengthen collaborative marketing so that tourists experience both sides of the Falls because each side offers a unique and complementary experience.”
The Zambia Travel Expo (ZATEX) 2026 ran from June 4 to June 6, 2026. The three-day event was held at the Mulungushi International Conference Centre in Lusaka under the theme “Building authentic and sustainable tourism through partnerships”.
The expo brought together industry leaders, travel trade experts, investors, and international buyers from across the globe. Some notable highlights and logistics from this year’s event included regional collaboration.
The expo was officially opened by Vice President Nalumango, who emphasized strong partnerships with neighboring countries like Zimbabwe, Malawi, and Namibia to boost regional tourism.