Masvingo is set to host the 19th edition of the Sanganai/Hlanganani Dzimbahwe Tourism Expo from September 9 to 12, with Government positioning the provincial event as a major opportunity to expand tourism beyond Zimbabwe's traditional centres.

The Gymkhana Events and Conference Centre will host the four-day expo, which will bring together tourism operators, international buyers and other industry stakeholders as the Government continues with its strategy of taking the country's flagship tourism trade fair to different provinces.

Tourism and Hospitality Industry Minister Barbara Rwodzi this week led a delegation to inspect the venue and supporting facilities ahead of the event.

She was accompanied by Deputy Minister Tongai Mnangagwa, Permanent Secretary Dr Takaruza Munyanyiwa, Zimbabwe Tourism Authority chief executive Dr George Manyaya and other stakeholders.

Rwodzi has described the Masvingo edition as a significant opportunity for tourism operators in the province, with the rotation of the expo giving local businesses access to international buyers and exposure that would otherwise be concentrated in the country's major commercial centres.

The decision to bring Sanganai/Hlanganani to Masvingo is part of Government's broader decentralisation drive, giving provinces an opportunity to showcase their tourism products directly to international and regional markets.

The event will, however, begin before the official opening of the expo.

The September Sports Tourism Carnival will run from September 1 to 4, featuring football, basketball, golf, cricket, netball, boxing, volleyball, rugby, pool and marathon events.

The carnival is expected to bring athletes, supporters and other visitors into the city ahead of the tourism expo, creating additional demand for accommodation, food, transport and other services.

Tourism authorities are using the sporting programme as part of a broader effort to strengthen sports tourism and create additional reasons for visitors to travel to Masvingo.

“Sports Tourism is one of the fastest growing segments globally,” organisers said, as Government and ZTA seek to expand the role of sporting events in Zimbabwe's tourism offering.

The programme will be followed by a Street Carnival on September 5, featuring gastronomy, music and cultural performances before the business-focused activities of Sanganai/Hlanganani begin.

The combination of sporting, cultural and tourism activities is intended to increase visitor spending while giving local businesses and communities opportunities to participate in the programme.

The main Expo will feature conference sessions, business-to-business meetings between tourism suppliers and international buyers, as well as a public day.

International buyers are also expected to participate in familiarisation tours to major destinations including Great Zimbabwe, Victoria Falls and Harare.

For Masvingo, the inclusion of Great Zimbabwe in the programme provides an opportunity to place one of Zimbabwe's most important heritage attractions directly before tourism buyers.

Great Zimbabwe, a UNESCO World Heritage Site, is located close to the Expo venue and forms a central part of the province's tourism identity.

The province recorded more than 50,000 visitors in 2025 and has approximately 900 hotel rooms across Masvingo and surrounding areas.

The Expo is expected to increase exposure for these tourism facilities while creating opportunities for operators to establish relationships with international buyers.

The event comes as Zimbabwe's tourism sector records an increase in international arrivals.

The country received 1,777,569 international arrivals in 2025, about 10% higher than the previous year.

International arrivals increased by 11% during the first quarter of 2026 to 384,561, while tourism receipts rose 14% to US$251 million.

Domestic tourism has also expanded, with estimated trips rising from 1.94 million to 2.62 million over the comparable period.

Business travel has emerged as another area of growth, with business arrivals increasing by more than 40% year-on-year in the third quarter of 2025.

The growth in business tourism is significant for Masvingo because the province is seeking to position its conference and events infrastructure as part of the country's wider Meetings, Incentives, Conferences and Exhibitions market.

The Expo's organisers say the objective is ultimately to convert the increased visitor traffic into business opportunities for local tourism operators.

“Instead of waiting for tourists, ZTA is creating the events that pull them in,” the organisers said.

The programme is also expected to provide opportunities for local food producers, performers, traders, transport operators and accommodation providers to benefit from increased activity in the city.