by Godknows Homwe
Zimbabwe’s Sanganai/Hlanganani World Tourism Expo 2024, scheduled for September 12-14, is gearing up to showcase the country’s potential as a global MICE (Meetings, Incentives, Conferences, and Exhibitions) destination. The Expo, which will be held in Bulawayo, aims to attract both local and international stakeholders by featuring key events, such as the highly anticipated MICE Masterclass. This strategic move reflects Zimbabwe’s increasing focus on the lucrative MICE sector, which is expected to play a pivotal role in boosting the country’s tourism industry.
MICE Masterclass: Elevating Zimbabwe’s Meetings Industry
A major highlight of this year’s Expo is the MICE Masterclass, which will bring together industry experts from across Africa to discuss key trends, challenges, and opportunities in the MICE sector. The Masterclass aims to empower local stakeholders, including hotels, tour operators, and event planners, with insights on how to attract and cater to international conference and business events. MICE tourism is recognized as a high-value market, offering year-round travel, extended stays, and significant revenue streams for host countries.
With Zimbabwe’s improved infrastructure and rising tourism numbers, the country is positioning itself to compete with other African destinations such as South Africa and Kenya in attracting major international events. The Masterclass is expected to play a crucial role in building local capacity and ensuring Zimbabwe is a competitive player in the MICE space.
Sanganai’s Broader Agenda: Showcasing Innovation and Local Talent
In addition to the MICE Masterclass, Sanganai 2024 will also highlight the country’s commitment to innovation and sustainable tourism through its Tourism Innovation Hubs. This initiative, a collaboration with the Ministry of Higher and Tertiary Education, aims to promote creative solutions in tourism, particularly from youth in academia. One example of this innovation is the production of organic juices from indigenous fruits, which will be showcased at the Expo. Such initiatives underscore Zimbabwe’s ambition to modernize its tourism offerings while preserving its rich natural and cultural heritage.
Sanganai as a MICE Regional Platform
With over 410 exhibitors and participants from countries including South Africa, Namibia, and Botswana, the Expo serves as a critical platform for tourism stakeholders across Africa to connect, collaborate, and share best practices. The event is expected to draw 142 buyers, including representatives from Europe, the U.S., China, and the UAE, further emphasizing Zimbabwe’s appeal to international markets.
Global Tourism Events to Watch
Following Sanganai, the global tourism calendar remains packed with significant events that offer further opportunities for MICE investors and tourism stakeholders. Major events such as the World Travel Market in London (November 2024) and the ITB Berlin in March 2025 will continue to drive dialogue on the future of tourism, with sustainability and innovation at the forefront. Zimbabwe’s increasing presence in these global forums signals its intent to solidify its role as a rising MICE destination.
With its focus on MICE development and innovation, the Sanganai Expo 2024 positions Zimbabwe as a growing hub for business and leisure tourism in Africa, offering significant opportunities for international investors and stakeholders.
