ZITF 2025: Reshaping global perception of Zimbabwe’s business landscape

WITH Zimbabwe intensifying its global re-engagement and engagement efforts in a bid to stimulate economic recovery, the Zimbabwe International Trade Fair Company (ZITF) continues to position itself as a premier catalyst for investment, economic dialogue, and opportunity creation.

The annual Zimbabwe International Trade Fair, held recently in Bulawayo, has expanded well beyond its origins as a conventional exhibition. Now in its 65th edition, the event has evolved into a dynamic business ecosystem, bringing together local entrepreneurs, international investors, and policymakers within a high-impact economic environment.

For business leaders and economic strategists, the trade fair is no longer merely a showcase, it has become a strategic springboard for market expansion, investment attraction, and enterprise growth.

With wide-ranging sectoral representation, including manufacturing, ICT, mining, agriculture, and tourism, the event attracts hundreds of exhibitors and thousands of visitors from across Africa, Asia, Europe, and the Middle East.

This year’s edition welcomed representation from 30 countries, reinforcing Zimbabwe’s global visibility and enhancing its potential for meaningful investment inflows. Foreign delegations took advantage of the platform to explore opportunities, assess the market landscape, and establish commercial partnerships.

Speaking at the closing media briefing, ZITF Company chairman, Mr Busisa Moyo, emphasised the need for greater private sector leadership and international participation in future editions.

“We are very pleased with the direction the ZITF is taking. We want the trade fair to be driven by the private sector, with a strong international presence so that local companies can connect with their foreign counterparts,” said Mr Moyo.

Although the fair narrowly missed its target of 800 exhibitors, registering 795, Mr Moyo highlighted the robust foreign presence.

“Of the total, 135 were foreign companies, accounting for around 17 percent. The private sector made up 59 percent of exhibitors, and of these, foreign businesses constituted nearly 28 percent,” he said.

The number of first-time exhibitors also rose significantly from 71 last year to 89 this year.

The fair also served as a platform for major policy announcements and furthered international cooperation. One of the key declarations came from the EU Ambassador to Zimbabwe, Mr Jobst Von Kirchmann, who announced that all Zimbabwean exports now enjoy duty-free access to the European Union, a transformative development in the face of rising global trade protectionism.

“Amid global discussions on trade barriers, we are proud to say that any Zimbabwean company can export any product to the EU without tariffs or duties,” he said.

While EU goods entering Zimbabwe remain subject to tariffs, Ambassador Von Kirchmann stressed the significance of this preferential access for Zimbabwean exporters. He also noted the EU’s growing investment footprint.

“The EU and its member states are investing over 500 million Euros into sustainable agriculture and women’s empowerment,” he said, citing initiatives such as the distribution of drought-resistant seeds and targeted community support.

He acknowledged the existing trade imbalance in favour of Zimbabwe and welcomed the development.

“Zimbabwe is exporting more to the EU than it is importing — and we are fine with that,” he added.

China’s enduring partnership with Zimbabwe was also affirmed by Chinese Ambassador Zhou Ding.

“For many years, China has been Zimbabwe’s largest source of foreign investment and one of its most significant trading partners. In the past year, this partnership has continued to grow, with Chinese investments steadily increasing and new industrial and infrastructure projects either underway or recently commissioned.

“Our bilateral trade volume reached a historic peak of US$3,8 billion in 2024, representing a 23,9 percent year-on-year increase,” he said during the International Business Conference.

France’s Ambassador to Zimbabwe, Mr Paul-Bertrand Barets, commended the improvement in trade relations between the two countries in 2024 but stressed the need to further strengthen bilateral economic ties.

Ambassador Barets pointed to sectors such as infrastructure development, agriculture, renewable energy, and mining as key areas of potential co-operation.

“There are promising opportunities in many sectors. For instance, Hydrogène de France, a very innovative French company, is expanding its operations in southern Zimbabwe, including in the wind energy sector,” he said.

His remarks align with efforts by both nations to use economic partnerships to drive sustainable development and investment-led growth.

Economist Ms Alice Chikonzi underlined the fair’s role in reshaping global perceptions of Zimbabwe’s business landscape.

“By enabling face-to-face engagement, live demonstrations, and credible public-private dialogue, the fair builds investor trust and reinforces Zimbabwe’s intent to re-establish itself as a competitive and open economy.

“For investors, the ZITF provides a rare in-person interface with decision-makers from both the public and private sectors. Its capacity to convene key players, broker investment discussions, and enable commercial partnerships makes it essential to Zimbabwe’s economic future,” she said.

The Zimbabwe International Trade Fair (ZITF) Company board chairperson Ms Ruth Ncube
She called for sustained institutional support.

“Continued backing will ensure the fair remains a launchpad for investment, innovation, and inclusive prosperity.”

Echoing these sentiments, economic analyst Mr Nimrod Zulu described the growing international profile of ZITF 2025 as a critical catalyst for economic revival.

“By attracting foreign exhibitors, investors, and buyers, the ZITF enhances Zimbabwe’s visibility on the global economic stage, encouraging knowledge transfer, technology exchange, and potential capital inflows.

“The international character of the fair strengthens trade linkages and showcases Zimbabwe’s export potential, particularly in agriculture, mining, and manufacturing,” he said.

Mr Zulu praised the ZITF Company for its transparency in disclosing that preliminary deals worth US$10 million were concluded during the fair.

“In a market where transparency is often overlooked, ZITF’s decision to share these figures builds public trust, bolsters investor confidence, and signals a strong commitment to accountability in trade and investment promotion.

“By quantifying the economic impact of its platform, ZITF has proven itself to be more than just an exhibition — it is a real engine for business transactions and strategic partnerships,” Mr Zulu added.

He further noted that this transparency sets an important precedent.

“For both policymakers and private sector stakeholders, this level of openness provides actionable insight and paves the way for more data-driven decisions and trade strategies going forward.”

Mr Zulu believes that such exposure can, over time, deepen investor confidence, potentially reverse capital flight, and foster greater public-private collaboration.

The ZITF is also proving invaluable for small and medium-sized enterprises (SMEs), many of which operate in high-potential sectors with strong export capabilities. Participation in the fair grants SMEs access to new markets, technologies, and growth opportunities.

“In recent years, several SMEs have entered into export agreements and off-take partnerships directly because of ZITF interactions. This positions the fair not just as a networking hub, but as a tangible driver of SME-led industrialisation,” said trader and exhibitor Mr Dumolwenkosi Nyoni.-herald