Desmond Makosa
The tourism industry remains a critical sector of Zimbabwe’s economy, contributing approximately 5.7 percent to the GDP and 3.5 percent in terms of employment creation. The country has to date seen notable increase in tourist arrivals, with a 27 percent increase compared to the same period last year. In the same regard, revenue rose by 24 percent, compared to last year, reaching US$493 million. The event was a testimony of the growing importance and interest in tourism in Africa’s economic development and the continent’s vast potential in the tourism sector.
Sanganai/Hlanganani World Tourism Expo is Zimbabwe’s premier event that is organised by the Zimbabwe Tourism Authority (ZTA), which offers a platform for networking and business partnerships with international tourism players. This year’s exhibition was the 17th edition of the event. The expo is a successor of Shanyai/Vakatshani, the Zimbabwe International Travel Expo (ZITE), which was held annually at the Rainbow Towers Hotel and Conference Centre. ZITE started as a small expo in 1982 and grew over the years to become one of Africa’s leading tourism showcases by 2007. As the tourism sector continues to grow and evolve, Sanganai/Hlanganai World Tourism Expo has established itself as a vital platform for networking, learning and business opportunities.
The 17th edition of the event saw the participation of 408 companies and 7 countries, namely Angola, Embassy of Iran, Malawi, Namibia, Nigeria, South Africa, and Tanzania, showcasing their products and services. Several other exhibitors which participated include tourism authorities, hoteliers, airlines, travel agents, tour operators and local authorities. Of interest to note is the increased participation of international exhibitors and buyers. The numbers are testimony that Sanganai/Hlanganani is growing bigger and better each year. This growth is a reflection that the trust and confidence which the attendees have in the event have grown over the years.
As a build up to the grand event, buyers from more than 15 countries were taken for an educational tour of Zimbabwe’s prime tourism resorts. The buyers were taken to, among others, the Victoria Falls, Hwange, Kariba, Matobo, the Eastern Highlands and Gonarezhou, just to mention a few. Some of the countries which were represented during the pre-show tours include China, France, Germany, Hong Kong, India, Italy, Japan, Korea, Namibia, Nigeria, South Africa, United Arab Emirates, and the United Kingdom.
To add flair to the event, the first day was marked by the meetings, incentives, conferences and exhibitions (MICE) Masterclass, where captains of the tourism industry gathered to deliberate on the development of requisite MICE infrastructure and the potential of the sector to grow the tourism sector’s contribution to the fiscus. In addition, this year also saw the inaugural Sanganai/Hlanganai World Tourism Expo Scholastic Tourism Conference, held under the theme: Leveraging Heritage Based Education 5.0 for the development of Tourism and Hospitality in Zimbabwe, kicking off. The event brought together academics, captains of industry, learners and learning institutions to deliberate on the importance of education in sustainable and modern tourism that is driven by research and understanding of the changing trends.
Benefits of attending Sanganai/Hlanganani
The event organised through a collaboration of the Ministry of Tourism and Hospitality Industry and the ZTA, aims to showcase Zimbabwe’s unique tourism offerings, as well as presenting untapped opportunities in the tourism sector, while facilitating a platform for dialogue and partnerships for the advancement of the sector. It presented an opportunity to showcase Zimbabwe’s unique tourism products, rich cultural heritage, and untapped opportunities, while facilitating platforms for discussions and strategic partnerships for the advancement of the global tourism industry. The hosting of the event in Bulawayo presented a number of benefits which include a huge boost to economic activities around the city and the downstream sectors. These include a rise in hotel bookings, demand in major shops and eateries, transport and logistics among others. Hotels and lodges in Bulawayo saw a significant uptake by visitors who were attending the expo.
Participants at the Sanganai/Hlanganani World Tourism Expo benefited from:
- Networking opportunities: Connections with exhibitors, buyers, investors, and service providers from the global tourism sector. The exhibition brought together business professionals, industry enthusiasts, and international media under one roof. Offering unlimited networking opportunities and direct communication with the decision makers.
- Strategic partnerships: Establishment of key business relationships with domestic, regional and international tourism players. Participating is a big step for any business. It created platforms for meetings and networking with (Sanganai/Hlanganani) exhibitors, visiting buyers, investors, and suppliers of services to the tourism sector from different parts of the world.
- Showcasing potential: Presented the destination, products, and services on a world-class stage, allowing for identification of business leads, tapping into the business network and lucrative opportunities which will elevate business prospects.
- Market insights: Allowed participants to gain knowledge and insights about diverse source markets and industry trends. It allowed attendees a chance to acquire knowledge about different source markets. It gave attendees insights into what their competitors are doing and to understand other brands’ sales and marketing strategies, allowing for one to modify their strategy.
- Informative conferences: Presented attendees an opportunity to attend well-structured and themed tourism meetings and conferences, including speed networking sessions.
- Media interaction: Allowed engagement with travel media from across the globe, showcasing the destination to diverse markets.
- City partnerships: It availed an opportunity for building strategic alliances with other destinations and cities.
Conclusion
The event which showcased the best of Africa’s tourism products, was a success, and managed to showcase the unique and diverse endowments that the country prides of from its attractions, hospitality, our vibrant arts and culture, music and dance, and Zimbabwe’s gastronomy tourism among other experiences. The event was a success due to the collaborative efforts of the lead Ministry, the Ministry of Tourism and Hospitality Industry, the ZTA, and the industry at large. The collaboration and dedication of all stakeholders ensured a seamless and unforgettable experience for attendees to this mega event.
- Desmond Makosa is a tourism marketing and culture promotion expert.