Zimbabwe will use its participation at Expo 2027 Belgrade in Serbia to promote the country as a tourism destination and investment hub while creating opportunities for business linkages and international partnerships.
Speaking at the official launch of Zimbabwe’s participation at Expo 2027 Belgrade yesterday, Tourism and Hospitality Industry Minister Barbara Rwodzi said the global exhibition presented an important platform for the country to showcase its tourism potential and strengthen Brand Zimbabwe.
“This is an important opportunity for Zimbabwe to showcase its tourism potential, strengthen international partnerships and position itself as a destination of choice for visitors, investors and the global business community,” she said.
Minister Rwodzi said Zimbabwe’s participation should go beyond showcasing its tourist attractions to generate tangible economic opportunities through investment, business linkages and cultural exchange.
“As the Ministry responsible for Tourism and Hospitality Industry, we recognise that our participation at Expo 2027 must go beyond showcasing our attractions. It must create opportunities for investment, business linkages, cultural exchange and promotion of Brand Zimbabwe,” she said.
She said tourism was a cross-cutting sector encompassing accommodation, transport, culture, heritage, gastronomy, entertainment and sport, among other industries.
“It is, therefore, important that we continue to embrace the clusterisation of our tourism sector, bringing together businesses and stakeholders across the tourism value chain to strengthen collaboration, stimulate innovation and enhance our competitiveness,” Minister Rwodzi said.
She identified Meetings, Incentives, Conferences and Exhibitions (MICE) tourism as a key cluster that could help Zimbabwe attract investors, facilitate international networking and promote business tourism.
“Expo 2027 presents an opportunity for Zimbabwe to leverage this cluster by facilitating business engagements, attracting potential investors and establishing partnerships that will contribute to the growth of our tourism industry,” she said.
Expo 2027, will be running under the theme “Play for Humanity Sport and Music for All,” would provide an opportunity to demonstrate the role of tourism, sport and music in promoting cultural exchange and international cooperation.
