ZITF 2026: More Than a Fair, A Lesson in Connectivity
Reflecting on the 2026 Zimbabwe International Trade Fair (ZITF), which kicked off on the 20th of April 2026, running until the 25th under the powerful theme: “Connected Economies, Competitive Industries.”
Seeing the ZITF Exhibition Centre, located on Hillside Road in Bulawayo, my home city, abuzz with companies, institutions, government bodies, professionals, and marketing stalls was truly a sight to behold. The national flags, dancing in the wind around the concrete architectural structure that defines ZITF, were a sight worth seeing in their own right.
A Hub of Possibilities
Companies like Ethiopian Airlines, ZIMPARKS, and Air Zimbabwe, alongside embassies and giant establishments, assembled in Hall 4 and the surrounding areas. As I toured the grounds, a realization struck me: without air travel, MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism would have been negatively affected. Without proper transport networks, the very idea of such a gathering would have remained a far-fetched dream.
The parking lots were packed, stretching from the outside surroundings right into the heart of the ZITF compound—a testament to the travel modes being put to good use. I caught a glimpse of the Rainbow Tourism Group (RTG) as I explored Hall 4, letting the “explorer” in me come to life. It fed my curiosity: why is this prestigious event so vastly promoted and held annually?
The answer wasn’t in a speech, but in the atmosphere. The theme was living up to its name. “Connectivity” in “Economies” was visibly showcasing the “Competitiveness” of our “Industries.”
Curiosity is Contagious
On Day 3, I had the privilege of visiting the Namibian Embassy stall just as Chief Dakamela from Nkayi was in the hall. I also got the chance to interact with Ma’am Dumbujena at The National Handling Services, who clearly explained their role in Zimbabwe’s aviation industry. From Rainbow Tourism Group to Akello and the School of Hospitality and Tourism, the conversations were enlightening.
What stood out most was meeting familiar faces at such a prestigious event. It proved that curiosity is contagious. We all had to go and explore what the Trade Fair was truly about. Year in, year out, I was one of the people who let the opportunity pass, even though it was happening in my hometown, right within my reach.
After this year’s tour, I don’t think I’ll ever consider not partaking when time permits. It is a must-see: a fusion of work mixed with networking, having a playful, fun, and witty effect. MICE Tourism really is the way to go!
Lessons in Collaboration
Another promotional strategy that caught my eye was the dancing teddy bears from various insurance companies, banks, and financial institutions. It was hilarious to watch! What a collaboration. It helped me see that collaboration is possible even among competitors. Referrals and cohesively working with each other are sometimes called for. And, of course, I couldn’t forget the famous Coca-Cola fountain.
A Shift in Perspective
A lot of lessons were learnt this year that will stay with me throughout the year. They have helped shift my perspective on how I view business and life as a whole. The passion I have for Tourism and Hospitality was put to practice, and for that, I am deeply appreciative.
ZITF 2026 wasn’t just an event; it was a reminder that when economies connect, industries thrive, and when we dare to explore, we find the future waiting for us.
