Zimbabwe Sets Sights on Global Tourism Market Through Expo 2027 Belgrade

Zimbabwe is positioning its tourism industry for greater international exposure and investment opportunities through its planned participation at Expo 2027 Belgrade in Serbia, where the country will showcase its diverse tourism attractions, cultural heritage and investment potential to a global audience.

Running from 15 May to 15 August 2027, the international exhibition will provide Zimbabwe with a platform to strengthen its destination brand, forge international partnerships and explore new markets for its tourism and creative industries.

Zimbabwe’s participation was officially launched in Harare, with Government highlighting the country’s pavilion as a strategic commercial and cultural gateway designed to connect Zimbabwean tourism products, businesses and creative enterprises with international markets.

Under the theme “Our Play, Our Heritage,” Zimbabwe intends to present a comprehensive tourism portfolio featuring some of its most recognisable attractions, including the iconic Victoria Falls, the historic Great Zimbabwe Monument and the scenic Eastern Highlands.

The showcase will also extend to the country’s rich wildlife heritage, cultural experiences, Meetings, Incentives, Conferences and Exhibitions (MICE), sports tourism and heritage-based tourism products.

Speaking at the launch, Minister of Foreign Affairs and International Trade, Professor Amon Murwira, said Zimbabwe’s participation builds on the international visibility and commercial opportunities generated through its involvement at Expo 2025 Osaka in Japan.

He noted that the experience had helped create commercial linkages, stimulate investment interest and raise Zimbabwe’s profile in international markets.

Professor Murwira said the Zimbabwe Pavilion in Belgrade would go beyond destination promotion, providing an opportunity to deepen diplomatic and economic relations between Zimbabwe and Serbia.

Representing the Minister of Tourism and Hospitality Industry, Honourable Barbara Rwodzi, Permanent Secretary Dr Takaruza Munyanyiwa said Expo 2027 presented an important opportunity to position Zimbabwe’s tourism assets before international investors, industry players and potential visitors.

He said the country’s participation would support efforts to build strategic partnerships, attract tourism investment and unlock new source markets, in line with the objectives of the National Development Strategy 2 (NDS 2) and the country’s Vision 2030 ambition of attaining upper-middle-income economy status.

The international showcase comes as Zimbabwe continues to pursue growth in tourism arrivals, revenue generation and investment, with destination marketing increasingly focused on diversifying source markets and broadening the country’s international tourism footprint.

For Victoria Falls, one of Zimbabwe’s flagship international tourism destinations, the expo presents an opportunity to reinforce the country’s position as a competitive destination for nature-based tourism, adventure experiences, conferences and international events.

Beyond the promotion of individual attractions, Zimbabwe’s presence at Expo 2027 will also place its cultural identity, heritage and creative industries on an international platform, strengthening the country’s efforts to translate destination visibility into tourism business opportunities.