Ministry unveils vibrant “Experience Zimbabwe” Tourism Campaign as Sanganai/Hlanganani Expo gets fresh identity
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THE Ministry of Tourism and Hospitality Industry has unveiled a revitalised national tourism campaign transitioning from the long-standing Visit Zimbabwe to the more immersive and engaging Experience Zimbabwe, marking a new chapter in the country’s tourism promotion strategy.
The campaign, launched ahead of the 2025 Sanganai/Hlanganani Kumbanayi Tourism Expo, aims to deepen visitor engagement by offering authentic experiences rooted in Zimbabwe’s rich cultural heritage, stunning landscapes, vibrant traditions, unique cuisine, and renowned hospitality.
“As the Ministry of Tourism and Hospitality Industry, we unveiled our revitalised campaign transitioning from ‘Visit Zimbabwe’ to the vibrant and immersive Experience Zimbabwe,” the Ministry said.
“This strategic rebranding invites travellers to experience Zimbabwe, as well as to live it through its landscapes, traditions, cuisine and warm hospitality.”
The Ministry also introduced a bold new logo for the upcoming Sanganai/Hlanganani Kumbanayi Tourism Expo, scheduled for 10 to 12 September 2025 in the Eastern Highlands, a region famed for its scenic beauty and cool climate.
“This new visual identity captures the spirit of Zimbabwe’s unity in diversity, positioning the Expo and the country as a top destination for adventure, business and cultural exchange,” the Ministry said.
The new logos coincided with the launch of the new National Tourism Policy.
In addition to the global-facing campaign, the Ministry reaffirmed its commitment to promoting local tourism through the #ZimBh initiative, which remains active and continues to gain momentum nationwide.
“The initiative encourages Zimbabweans to travel local, rediscover their heritage and support home-grown tourism businesses. It serves as a reminder that the wonders of Zimbabwe are not only for international guests, but also for every citizen to explore and cherish.”
The Ministry underscored that the new branding and forthcoming Expo represent a milestone in repositioning Zimbabwe’s tourism sector to be more inclusive, innovative and future-oriented.
“The milestone event signals a new era for Zimbabwe’s tourism industry one that is inclusive, innovative and aligned with Vision 2030 as the country opens doors to the world with a renewed commitment to showcasing the best that Zimbabwe has to offer.”
The tourism sector remains a vital pillar of Zimbabwe’s economy, contributing significantly to GDP, employment and foreign exchange earnings.
The Experience Zimbabwe campaign is set to amplify these gains while forging deeper connections between the nation and both local and international travellers.
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