Story by Yolanda Moyo
VICE President Colonel (Rtd) Dr Kembo Mohadi has called for the Zimbabwe International Trade Fair (ZITF) to evolve into a high-impact platform that delivers tangible trade and investment outcomes.
Speaking during a tour of exhibition stands in Bulawayo on Wednesday, Vice President Mohadi said the quality of exhibits and growing international participation reflect Zimbabwe’s steady progress towards industrialisation and global integration.
“What we have seen here is truly world-class. The innovation on display, together with the increasing presence of foreign exhibitors, shows that Zimbabwe is steadily integrating into the global economy. This clearly supports our industrialisation agenda,” he said.
Addressing journalists after the tour, the Vice President urged the private sector to approach the trade fair as a strategic business development platform rather than a promotional showcase.
“Exhibitors should not come here just for visibility. They must treat ZITF as a business development platform with clear goals, whether market expansion, partnerships or product introduction and assess their success based on outcomes,” he said.
He also encouraged more interactive exhibition formats, noting that static displays are no longer sufficient.
“Live demonstrations and experiential showcases are far more effective in communicating value and attracting engagement than static exhibits,” he added.
Vice President Mohadi outlined key priorities for the future of ZITF, including attracting more high-value investors, global brands, and international trade delegations through stronger partnerships with regional and global business organisations.
He emphasised the need for structured business-to-business engagement mechanisms.
“The focus must shift towards structured deal-making. This includes pre-arranged meetings, investment matchmaking, and proper tracking of agreements after the fair. Success should be measured not just by attendance, but by actual deals and investments secured,” he said.
The Vice President also highlighted the importance of digital transformation, advocating for hybrid exhibition models that combine physical and virtual participation.
“A combination of physical and virtual platforms will broaden participation. Digital catalogues, virtual booths, and online networking tools can significantly enhance accessibility and engagement,” he said.
He added that continued investment in infrastructure, including exhibition facilities, transport systems, and hospitality services, is essential to enhance the overall experience and reinforce Zimbabwe’s competitiveness as an investment destination.
Vice President Mohadi said the next phase of ZITF should transform it into a “trade, innovation and investment ecosystem” aligned with the country’s industrialisation drive under the National Development Strategy 2.
