Zimbabwe Triumphs at ZATEX 2026, Showcasing Heritage, Culinary Experiences and Driving Future Regional Tourism Growth Across Southern Africa

Zimbabwe was awarded the 1st Runner Up Award for the Best International Stand in the current Zambia Travel Expo (ZATEX) 2026 as a result of its unique destination marketing concepts and its dedication to developing tourism integration in the region. This award acknowledges the efforts made by Zimbabwe to make Southern Africa a single destination region by emphasizing its heritage, culture and cuisine.

Showcasing Heritage and Cultural Tourism

At ZATEX, the Zimbabwe stand captivated visitors with immersive cultural storytelling, bringing the majesty of Great Zimbabwe to life. The exhibit celebrated the country’s living heritage, highlighting architectural marvels, local traditions, and cultural experiences that distinguish Zimbabwe from other destinations in Southern Africa.

Visitors also enjoyed authentic culinary experiences, featuring indigenous dishes such as mhandire, mutetenerwa, and maputi, demonstrating how Zimbabwe combines gastronomy with heritage tourism to create unique and sustainable visitor experiences.

Driving Regional Tourism Collaboration

Zimbabwe’s recognition at ZATEX underscores its commitment to regional tourism development, positioning the country as a central hub in Southern Africa’s multi-country travel circuits. By encouraging cross-border tourism, Zimbabwe aims to facilitate longer itineraries and higher-value visitor flows, benefiting neighboring countries such as Zambia, Botswana, and South Africa.

Through collaborative promotion, Zimbabwe is helping establish Southern Africa as a unified regional tourism destination, allowing travelers to experience multiple countries, cultures, and ecosystems within a single trip.

Future Regional Tourism Impact

Zimbabwe’s award-winning showcase at ZATEX is expected to have a long-term impact on Southern Africa’s regional tourism sector, including:

• Strengthened cross-border tourism flows, attracting travelers to multi-country itineraries in Southern Africa
• Enhanced economic benefits for local communities through increased visitation and tourism spending
• Expansion of cultural and heritage tourism offerings, reinforcing Zimbabwe’s leadership in the sector
• Promotion of high-value culinary and experiential tourism, increasing length of stay and visitor engagement
• Integration with regional marketing campaigns, building a shared Southern Africa tourism brand

By leveraging its heritage, culture, and gastronomy, Zimbabwe supports regional tourism growth, encouraging international and regional travelers to explore connected destinations across Southern Africa.

Engaging Visitors Through Interactive Experiences

The Zimbabwe stand attracted large crowds throughout ZATEX 2026, with interactive activities, cultural performances, and hands-on demonstrations keeping visitors engaged. Attendees experienced virtual tours of Great Zimbabwe, culinary tastings, and traditional craft displays, providing a tangible connection to the country’s living heritage and tourism potential.

These initiatives also serve to educate international travelers about the breadth of experiences available across Southern Africa, reinforcing Zimbabwe’s role as a gateway for multi-destination tourism.

Culinary Tourism as a Growth Driver

The focus on indigenous culinary experiences at ZATEX highlights the potential of gastronomy as a tourism driver. By showcasing dishes like mhandire, mutetenerwa, and maputi, Zimbabwe promotes authentic, immersive experiences that appeal to global travelers seeking cultural depth alongside scenic and adventure tourism.

Culinary tourism complements heritage and adventure tourism, creating diverse offerings that enhance visitor satisfaction, increase spend, and encourage repeat travel, contributing to long-term regional tourism growth.

Promoting Sustainable and Experiential Tourism

Zimbabwe’s approach aligns with global trends in sustainable and experiential tourism, emphasizing:

• Cultural immersion through storytelling, performances, and heritage site visits
• Responsible tourism practices, ensuring heritage sites and local communities benefit from visitation
• Adventure and eco-tourism opportunities, from wildlife safaris to guided explorations of natural landscapes

These strategies support sustainable sector growth, ensuring that regional tourism development benefits local economies, communities, and ecosystems while creating memorable experiences for visitors.

Future Tourism Growth and Regional Leadership

By receiving recognition at ZATEX, Zimbabwe positions itself as a leader in Southern Africa’s tourism sector, leveraging its heritage, culture, gastronomy, and destination marketing expertise. The long-term impacts include:

• Increased international awareness of Zimbabwe as a must-visit destination
• Stronger regional tourism integration, encouraging multi-country travel circuits
• Expansion of high-value tourism segments, including luxury, adventure, and cultural tourism
• Investment opportunities in infrastructure, hospitality, and experiences, particularly in heritage and gastronomy

These initiatives help strengthen Zimbabwe’s and Southern Africa’s overall competitiveness in the global tourism market.

Zimbabwe Driving Regional Tourism Forward

The 1st Runner-Up award of ZATEX 2026 shows that Zimbabwe is dedicated to excellence in destination marketing, storytelling, and creating experiential travel experiences. Through the integration of heritage tourism, food and beverage, and experiential tourism, Zimbabwe will be part of shaping the future of regional tourism in Southern Africa as an interconnected and valuable destination.

By continuing to innovate and collaborate, Zimbabwe will see more tourists from other countries coming in and spending more time in Zimbabwe. As a result, there will also be more economic benefits from tourism in Zimbabwe. In doing this, Zimbabwe will further contribute to building the Southern African tourism identity.

Image Source: Zimbabwe Tourism Authority