Zimbabweans have been urged to shift focus from only marketing scenic attractions but to actively adopt the promotion of the country’s cultural identity during the ongoing Sanganai/Hlanganani World Tourism Expo.
Foreign buyers and tourist participating in the expo expressed admiration not only for the breathtaking landscapes, but also for the vibrant traditions and cultural richness they experienced during a familiarisation tour of Manicaland Province.
“Zimbabwe has such a strong cultural presence. From the music to the way people interact with visitors, you really feel the warmth and authenticity,” said Majke Kaese a tourist who was traveling with Severin Travel and Tours.
Delegates visited several attractions in Manicaland including Mutarazi Falls, Nyangombe Falls, Wamba Tea Estates, Nyanga National Park, and Mount Inyangani, Zimbabwe’s highest peak.
While the scenic views were widely praised, many international visitors noted that the human connection and cultural experiences left a more lasting impression. They encouraged organisers and local tourism players to place greater emphasis on promoting Zimbabwe’s cultural heritage.
The Zimbabwe Tourism Authority (ZTA) says there is a rising global demand for experiential travel, where tourists seek to engage deeply with local traditions, food, storytelling, and community life—not just sightseeing.
The Sanganai/Hlanganani Expo is Zimbabwe’s leading tourism trade show, bringing together international buyers, travel agents, airlines, hoteliers, and tourism professionals. This year, focus has been placed on showcasing both the country’s natural beauty and its cultural identity.
Tourism and Hospitality Industry Minister, Barbara Rwodzi, also highlighted the need to market Zimbabwe more effectively to the international community.
“We still need to enhance our marketing strategy. We have been told by our visitors from Dubai that Zimbabwe has good tourism infrastructure… but what we lack is promotion of the destination,” she said.
As the expo continues, Zimbabweans especially those in host communities are being encouraged to become ambassadors of local culture, by sharing traditional music, crafts, food, and hospitality with visitors.
With the right balance of nature and culture, stakeholders believe Zimbabwe can position itself as a unique, immersive travel destination in Africa.
