THE Zimbabwe International Trade Fair (ZITF) says it plans to use this year’s annual trade showcase to strengthen cross-border trade, attract investment and elevate Brand Zimbabwe on the global stage.
A multi-stakeholder engagement hosted by the ZITF Company on Monday brought together tourism operators, industry leaders and government representatives to refine strategies for positioning Zimbabwe as a top investment destination during the six-day event.
ZITF board chairperson Busisa Moyo said this year’s event was expected to surpass previous editions, with a strong focus on competitiveness and international market visibility.
“This year’s showcase is designed to position Zimbabwe as a preferred investment destination,” he said.
ZITF chief executive Nick Ndebele said preparations were underway, with ambitious targets already set for participation and deal-making.
“We are targeting over 800 exhibitors and anticipate generating millions of dollars in business,” he said.
During the engagement, stakeholders raised operational issues needing attention to maintain the fair’s global reputation.
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Some exhibitors highlighted challenges experienced in previous editions, emphasising the need for a welcoming environment for international visitors.
A representative from the Zimbabwe Republic Police assured attendees that measures are being crafted to ease congestion and improve traffic flow during the high-traffic period.
The 66th edition of the country’s premier trade exhibition will run under the theme Connected Economies, Competitive Industries.
