ZITF eyes US$1billion deal milestone as fair evolves

THE Zimbabwe International Trade Fair (ZITF) Company is targeting a US$1 billion milestone in deals at future exhibitions, according to a newly released post-event report, highlighting the continued evolution of the premier trade showcase.

The report indicates that the highly successful 65th edition of the ZITF — known as the Blue Sapphire Edition — generated business leads valued between US$296 million and US$379 million. Further, a record US$18 million in formal agreements were signed during the event.

“Contrary to the often-repeated notion that the ZITF is simply a talking shop, the platform continues to grow as a place where business is done and key agreements are signed,” said the company in its report on business, conducted during the exhibition.

“This year, the total business leads generated at ZITF is statistically estimated to be between US$296 million and US$379 million. The total value of agreements signed amounted to US$18 million.”

This year marks the first time the ZITF has quantified and released a valuation of deals concluded during the event.
“We look forward to recording above US$1 billion in deals signed in future years. Exhibitors and delegates can anticipate a higher return on investment when attending ZITF,” the report added.

ZITF
Economist, Ms Alice Chikonzi, described the development as a sign of increased confidence in Zimbabwe’s economy. “What is most encouraging is the shift from symbolic participation to real deal-making, which is critical for industrial recovery and export growth,” she said.

“ZITF has become a genuine business barometer. The momentum built here often carries through the rest of the fiscal year, particularly in manufacturing, technology and agriculture.”

ZITF Company chairperson Mr Busisa Moyo, recently advocated for greater private sector leadership and international participation to further maximise the platform’s value.

The post-event report noted that 154 participants completed an online survey, comprising 94 exhibitors (61 percent) and 60 business delegates (39 percent).

These figures represent approximately 16 percent of the 574 direct exhibitors and 12 percent of the total 795 exhibitors (direct and indirect).

Due to the participation of 67 foreign exhibitors, financial data on orders and leads was denominated in US dollars. Survey responses indicated that between US$47,6 million and US$60,7 million in leads were generated by respondents, which, when extrapolated to all exhibitors, amounts to an estimated US$296 million to US$379 million.

“Our survey also assessed the volume of business conducted between those who attended ZITF (B2B transactions within ZITF),” the report said.

Thirty-three respondents reported having signed agreements during the fair, including supply contracts, private partnerships, public-private partnership (PPP) term sheets, distribution deals and service agreements.

Speaking at a post-Cabinet media briefing, Information, Publicity and Broadcasting Services Minister Dr Jenfan Muswere revealed that 6,3 percent of survey respondents indicated successful business closures during the fair.

“Beyond the immediate monetary value of deals, the fair has also facilitated the forging of key agreements,” said Dr Muswere.
“An impressive 20 percent of respondents reported the signing of various agreements, underscoring the platform’s role in fostering long-term collaborations.”

Minister Muswere also noted an increase in participation, with 8 179 business visitors registered in 2025, an increase from 7 934 in 2024.

Exhibitor numbers rose from 517 to 574, while private sector participation increased from 298 to 368 firms. Additionally, 30 foreign nations participated for the first time, which Government believes is a result of the successful engagement and re-engagement foreign policy thrust.

The 65th edition featured high-level B2B (business-to-business) engagements, product launches and Government-led investment round-tables, enhanced by improved digital services and expanded infrastructure.

As Zimbabwe progresses towards its Vision 2030 targets, the ZITF’s increasing prominence is becoming more aligned with national investment objectives. The company’s ambition to exceed US$1 billion in signed deals highlights its transformation from a traditional exhibition into a platform for mobilising capital.

For investors, corporations and institutions focused on Zimbabwe’s re-industrialisation and regional trade, the ZITF is rapidly becoming a key indicator and one to observe closely.-herald