Zimbabwe is positioning its rich heritage, innovation and investment at the centre of a new tourism strategy aimed at driving inclusive economic growth and strengthening the country’s global tourism appeal.

President Emmerson Mnangagwa officially opened the 19th edition of the Sanganai/Hlanganani Dzimbahwe World Tourism Expo in Masvingo, bringing together business, investment, sports, gastronomy and culture.

The deliberate use of “Dzimbahwe” places Great Zimbabwe’s heritage at the heart of the tourism agenda, highlighting that Zimbabwe’s appeal extends beyond its renowned wildlife and Victoria Falls to its history, culture, indigenous knowledge, music, cuisine, arts and people.

The President described the Great Zimbabwe Monuments as a testament to the ingenuity and organisational sophistication of Zimbabwe’s forefathers and called for this heritage to be transformed into contemporary tourism experiences.

The Expo is being held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” with AI and digital technologies expected to improve destination visibility, enhance visitor experiences, manage tourist flows, forecast demand, reduce overcrowding and strengthen environmental monitoring while preserving Zimbabwean and African cultural values.

Tourism is also emerging as a growing pillar of Zimbabwe’s economic transformation under NDS2 and Vision 2030. Tourism investment rose by 229 percent to US$132.3 million in the first half of 2026, from US$40.2 million during the same period in 2025.

Domestic tourism also increased from 5 million to 6.4 million tourists over the same period, while the Creative Cultural Industries contributed 8.8 percent to GDP.

Mnangagwa called for greater support for the Nhaka Yedu/Ilifa Lethu Domestic Tourism Campaign, encouraging Zimbabweans at home and in the diaspora to explore their own country.

He also linked tourism development to the government’s Devolution and Decentralisation Agenda, noting that rotating the Sanganai/Hlanganani Dzimbahwe Expo among provinces can help spread tourism investment, infrastructure, employment and business opportunities.

For Masvingo, the President called for a more interconnected tourism economy built around attractions including Great Zimbabwe, Lake Mutirikwi, Tugwi-Mukosi, Manyuchi Dam and Gonarezhou, linked through a broader tourism corridor encompassing cultural, heritage and conservation destinations.

He further urged local authorities to support tourism development and called for stronger people-to-people exchanges, trade and regional integration.

The message from Masvingo is clear: Zimbabwe is seeking to turn its ancient heritage into a modern tourism advantage, using technology and investment while keeping its cultural identity at the centre of the journey.