By Chantelle Muzanenhamo
Mutare is abuzz with activity as the eastern border city prepares to host the highly anticipated Sanganai/Hlanganani World Tourism Expo at the Mutare Sports Club.
The prestigious event, which officially kicks off tomorrow and runs until 12 September, has drawn exhibitors from across Zimbabwe who are eager to showcase the country’s rich tourism, cultural, and investment potential.
On the eve of the grand opening, exhibitors could be seen making final touches to their displays setting up stands, arranging promotional materials, and rehearsing presentations.
The atmosphere at the venue was charged with anticipation, as industry players hustled to ensure everything is perfect before the gates open to visitors and buyers.
This year’s edition carries heightened significance, not only because it has been decentralized to Mutare—Zimbabwe’s “Jewel of the East”—but also because it arrives at a time when the tourism sector is rebounding strongly from the disruptions of recent years.
By shifting the expo to different cities, the Zimbabwe Tourism Authority (ZTA) is deliberately spotlighting diverse regions, giving local communities the opportunity to benefit directly from exposure to both domestic and international buyers.
From the lush tea plantations of the Eastern Highlands to the safari lodges of Hwange and the cultural hubs of Bulawayo, the diversity of exhibitors is a clear statement of Zimbabwe’s tourism breadth. Small-to-medium operators stand alongside established industry giants, signaling an inclusive approach that ensures both rural and urban tourism voices are heard. Craft makers, hoteliers, transport operators, and adventure companies are all represented, painting a holistic picture of what Zimbabwe has to offer.
The choice of Mutare as host city is not accidental. Nestled against the majestic Bvumba Mountains and a stone’s throw from Mozambique, Mutare is uniquely positioned as a cross-border hub.
Its natural beauty, coupled with its proximity to both regional and international markets, makes it an ideal backdrop for conversations about sustainable tourism, regional partnerships, and borderless travel experiences.
Local businesses are already optimistic about the ripple effects. Hotels and lodges are reporting increased bookings, restaurants are preparing for full houses, and transport operators are anticipating brisk business. For Mutare, this is more than just a three-day expo—it is a showcase of its capacity to host large-scale events and an invitation for future investment.
The excitement is not confined to the Sports Club alone; it has spilled into the streets of Mutare, where residents expressed pride and optimism about the city being chosen as host.
“We have always wanted to see such big events come to our city. For too long everything has been happening in Harare or Bulawayo. Finally, Mutare is being recognized,” said Tinashe Dube, a local taxi driver who believes the expo will boost his business.
“This is good for our youth. Tourism creates opportunities whether it’s selling crafts, performing traditional dances, or offering services. I really applaud the organizers for bringing Sanganai here,” said , a university student who hopes to network at the expo.
“As a restaurant owner, I can already feel the impact. We are fully booked this week, something that rarely happens. This expo is a blessing to us,” added Mrs. Mhlanga, a local entrepreneur.
Such comments reflect a community that not only welcomes the tourism showcase but also sees itself as part of its success.
The enthusiasm is palpable, and the sense of ownership by ordinary residents is giving the event an added layer of vibrancy.
The Sanganai/Hlanganani Expo is not just about exhibitions; it is about creating lasting networks and sparking new ideas for tourism growth. The event is expected to include business-to-business meetings, panel discussions, and cultural showcases, all designed to connect Zimbabwean operators with international buyers.
As the sun sets on Mutare tonight, the city is bracing for a tourism extravaganza that promises to be as colorful as it is impactful.
With exhibitors ready and anticipation running high, the stage is set for Zimbabwe to once again prove why it is one of Africa’s most attractive destinations.
From tomorrow until 12 September, all eyes will be on Mutare where tourism, culture, and opportunity converge.