“MASVINGO TAKES CENTER STAGE AS ZIMBABWE PUSHES AI, SPORTS TOURISM IN 2026 CAMPAIGN”
By Desire Tshuma
HARARE — Zimbabwe has launched its 2026 World Tourism Month campaign with a renewed push to use artificial intelligence, sports tourism, heritage and digital marketing to attract visitors, unlock investment and create jobs nationwide.
Tourism and Hospitality Industry Minister Barbara Rwodzi said tourism is now being positioned as a key driver of President Emmerson Mnangagwa’s Vision 2030, and not just a source of foreign currency.
“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,” Rwodzi said during a press briefing in Harare on Wednesday.
World Tourism Month will run throughout September and culminate in World Tourism Day on September 27, commemorated under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The month-long programme will showcase Zimbabwe’s tourism potential while promoting the adoption of technology and AI in the sector.
Masvingo Province will host the centerpiece events, including the 19th edition of the Sanganai/Hlanganani/Dzimbahwe Tourism Expo from September 9 to 12 at the Gymkhana Events and Conference Centre.
According to Rwodzi, 392 exhibitors have already registered against a target of 400, representing 98 percent of the target and a 14.3 percent increase from the 343 exhibitors recorded last year. International buyer participation has also surged, with 133 buyers confirmed compared with 89 last year — a 49.4 percent increase.
The buyers are drawn from Japan, China, Hong Kong, India, the United States, United Arab Emirates, France, Germany, the United Kingdom, South Africa and other African countries. Nine foreign countries — South Africa, Namibia, Botswana, Malawi, Tanzania, Zambia, Rwanda, Ghana and Indonesia — have also registered as exhibitors.
“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,” Rwodzi said.
The 2026 expo is breaking new ground by incorporating sports tourism into the national promotion strategy. The Sports Tourism Carnival officially opened at Mucheke Stadium in Masvingo on September 1, featuring soccer, netball, volleyball, basketball, golf, marathon, tennis, pool and rugby. The carnival will culminate in the Sports Tourism Awards Ceremony on September 4. Government believes the link between sport and tourism can increase domestic travel, attract international visitors and diversify tourism products.
Masvingo’s heritage will also be a major selling point, with the province home to the Great Zimbabwe Monuments, a UNESCO World Heritage Site and one of Africa’s most significant archaeological and cultural sites. Rwodzi said taking Sanganai to Masvingo is part of Government’s strategy to decentralise tourism development and ensure communities outside traditional tourism centres benefit from the sector.
“Through Sanganai/Hlanganani/Dzimbahwe, we will therefore 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.
The expo is also leaving an infrastructure footprint in the province. Government has reported refurbishment works at Masvingo Airport, construction of a restaurant, offices and ablution facilities, and the development of a conference and events centre. The Ministry of Transport and Infrastructure Development is supporting road rehabilitation leading to the expo venue and the airport access road. Officials say the investments will improve accessibility and strengthen Masvingo’s capacity to host future tourism, business and investment events.
Marketing has been intensified through social media, radio, television, billboards, electronic billboards, webinars and in-store promotions at TM and Pick n Pay outlets. Branded buses have also been deployed on major routes including Harare-Masvingo, Harare-Bulawayo, Harare-Mutare and Mutare-Masvingo.
The September programme includes the Gastronomy and Music Festival on September 5, masterclasses and tourism leadership engagements on September 8, the official Sanganai opening and business day on September 9, and investment, networking and buyer sessions on September 10. Activities will continue with networking, public events, the Sanganai Awards Ceremony and Tourism and Culture Night on September 11.
Rwodzi said the ultimate objective is to ensure the visibility generated during Tourism Month translates into sustained tourist arrivals, investment and revenue.
“As we launch World Tourism Month 2026, our objective is clear. We are not simply celebrating tourism; we are using tourism to drive development,” she said.
“Our message is clear: Zimbabwe is open for tourism, open for investment and ready to take its rightful place as a globally competitive, inclusive and sustainable tourism destination.”
