The Slow Demise of Sanganai/Hlanganani Tourism Expo, A Cautionary Tale of Disconnection and Misstep

By Shingirai Vambe

The Sanganai/Hlanganani Tourism Expo, once a premier showcase for Zimbabwe’s tourism industry, is dying a natural death. What was supposed to be a vibrant platform for stakeholders to converge, network, and promote the country’s tourism offerings has, over the years, lost its luster. The Zimbabwe Tourism Authority (ZTA), the expo’s organizers, seems to have lost track of the sector’s evolving needs, mismatching the event with relevant expertise and requirements of today’s business and wants.

The Expo which is expected to run for two days in the Eastern Highlands of the country Zimbabwe will be held from September 10 to September 12 2025.

The Minister of Tourism and Hospitality Industry and a Member of Parliament for Chirumanzu South, Barbara Rwodzi issued the statement and later made a tour to Mutare and visited the venue where the Expo will be held, together with Hon. Advocate Misheck Mugadza, Minister of State for Provincial Affairs and Devolution for Manicaland Province who was on radio confirming effort and steps being taken to successfully host Sanganai/Halnagnani Tourism Expo in Mutare.

However, the expo’s relocation to Mutare suggests that it has lost its original momentum. The move has been perceived as a desperate attempt to revitalize the event, rather than a strategic expansion. Mutare, while a charming city, lacks the infrastructure and amenities to host an event of this magnitude, casting doubts on the expo’s potential for success.

Player in the sector, Elisabeth Valerio told the Post On Sunday Newspaper that The tourism operators know how to make the industry lucrative, the Government is to simply there to create a workable environment that allows the investors to thrive. This creates more jobs, expands the success of supply chains, which all feeds into the economy.

One of the most glaring missteps was the decision to move the expo from its traditional venue in Bulawayo to Mutare. While the intention may have been to rotate the event and bring it closer to the eastern region’s tourism attractions, the move has been widely criticized as ill-conceived and poorly timed.

“Bulawayo is a good location, it’s central to the main tourism feeder city, Victoria Falls, and gives access to Masvingo, Bulawayo and beyond; they really have to priorities getting the roads properly fixed, not this piece-by-piece approach which they’ve been taking. Mutare we’ll lose the participation of most major tourism players,” said Valerio.

She further highlighted that tourism has tremendous potential in Zimbabwe, but it’s a struggle for most operators as the licensing requirements are so redundant and cumbersome, and the export issue means most people won’t be willing to invest extensively.

Another player in Bulawayo who spoke on condition of anonymity echoed the same sentiments and said the Expo was once moved to other provinces, and failed to perform until it was brought back to Bulawayo. However, the event is dying a natural death following the demise of former ZTA CEO, Karikoga Kaseke, may his soul rest in peace.

The decision to host Sanganai at Mutare Spots Club, remain skeptical with many questioning the capacity and successful housing of all exhibitors and buyers interested to attend. in the previous years, Sanganai visitors would be more than 2500, all of them in need of accommodation and other amenities.

Mutare residents question the logic of hosting a major tourism expo on the infrastructure, amenities issues, and attractions to support such an event. The move is seen as a recipe for disaster, likely to result in low attendance, poor engagement, and a further decline in the expo’s relevance.

Some argue that taking the expo to Mutare could be a clever move to create a sense of intimacy and exclusivity. By utilizing the available space in Mutare, the organizers might be able to create a more focused and immersive experience for attendees. This could potentially lead to a more successful event, albeit on a smaller scale.

Nevertheless, it is undeniable that the Zimbabwe International Trade Fair (ZITF) grounds in Bulawayo and the Harare International Conference Centre (HICC) remain the epicenters for larger events of this nature. These venues offer a level of infrastructure, amenities, and accessibility that Mutare currently cannot match.

As the Sanganai/Hlanganani Tourism Expo navigates this new chapter, it is crucial for the organizers to reassess their strategy and expectations. By understanding the strengths and limitations of the new venue, they can tailor the event to maximize its potential and create a memorable experience for attendees.

Last year’s edition of the expo 2024 and 2023, which were held in Bulawayo, recorded a dismal turnout, with many exhibitors and attendees expressing disappointment with the event’s organization and lack of focus. Despite this, the ZTA decided to press ahead with the move to Mutare, seemingly oblivious to the concerns and criticisms of the industry.

“Expo is a different story, it’s really well done, but more must be done to expand the reach of Sanganai and to attract quality buyers. There should also be better coordination of co-located events so that it becomes an even bigger forum. My opinion is that the caliber of tourism stakeholders we have seen at Sanganai isn’t what we need for the products we offer. So, I’m not sure that tourism players see a good return on investment when they participate,” added Valerio.

The decline of the Sanganai/Hlanganani Tourism Expo is a cautionary tale of how a once-vibrant industry event can lose its way due to poor planning, mismanagement, and a failure to adapt to changing times. As the ZTA struggles to revitalize the expo, it is essential that they take a step back, reassess their approach, and engage with the industry to understand its needs and expectations.

Interestingly, some raised concerns that the industry is run by unskilled personnel, including the responsible Minister, whom they blame and pile responsibility of lifelessness of the sector.

The Post On Sunday Contacted Mutare Sport Club for a comment, if there are able, with capacity to host and guarantee that the event will not affect the cricket pitch, Chairman, Justin Kwembeta responded and said, he could not comment on the matter.

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