ZIMBABWE will participate at the Expo 2025 Osaka, which will be held in Osaka, Japan in 2025. Our business editor Mthandazo Nyoni (MN) spoke with Allan Majuru (AM), the commissioner-general for the expo, who disclosed that the country's participation at the world stage aims to promote the Brand Zimbabwe, tourism, investment and trade opportunities. Find below excerpts of the interview:
MN: What inspired Zimbabwe’s national theme Beyond the Limit for Expo 2025 Osaka, and how does it reflect the country’s vision for the future?
AM: Zimbabwe’s Expo 2025 theme “Beyond the Limits”, is a testament to our nation’s unwavering determination and resilience. It embodies the remarkable strides we have made under the Second Republic, particularly in driving economic growth, infrastructure development and improving livelihoods.
Despite facing significant challenges, natural disasters and the Covid-19 pandemic, Zimbabwe has consistently exceeded expectations. Our rapid implementation of large-scale infrastructure projects and proactive response to the pandemic demonstrate our ability to overcome obstacles and embrace new frontiers.
By participating in Expo 2025, we aim to showcase our progress to the world and dispel negative perceptions. Our theme highlights Zimbabwe’s commitment to diversity, sustainability and pushing the boundaries of human achievement.
MN: How does Zimbabwe’s participation in the Connecting Lives Zone align with the country’s development goals and priorities?
AM: Zimbabwe’s participation in the Connecting Lives Zone aligns with our national development goals and priorities. By participating, we can leverage the expo’s global reach to attract investment, promote trade, and enhance our international reputation, aligning with the vision of a prosperous, inclusive and resilient Zimbabwe. We aim to showcase Zimbabwe’s investment opportunities, facilitate trade partnerships and enhance human capital development.
MN: How will this be achieved?
AM: This will be achieved by highlighting our most significant progress. For example, Zimbabwe has seen notable advancements in our infrastructure development, including road rehabilitation, housing projects and the Manhize steel plant.
The expo will also provide a platform for cultural exchange, tourism promotion, and international collaboration. To ensure inclusive and representative participation, we are actively seeking input from stakeholders across all 10 provinces.
This collaborative approach will help us develop exhibition content and programmes that reflect the needs and aspirations of our people.
MN: What unique aspects of Zimbabwe’s cultural heritage will be showcased at expo, and how will they be presented?
AM: Zimbabwe’s participation in the expo will showcase its rich cultural heritage through a variety of captivating presentations. The immersive pavilion experience, utilising 360-degree videos and 9D virtual reality, will provide visitors with a first-hand experience of the country’s adventurous activities.
Visitors will be technologically immersed in traditional music, dance, and cuisine, highlighting the country’s vibrant culture and bringing them to Zimbabwe.
MN: Impressive. What else will be presented?
AM: Additionally, we will present our vision for a prosperous and sustainable future, emphasising our commitment to innovation and progress. Key cultural elements to be showcased through a mix of virtual reality and live performance include live performances of traditional mbira music, along with virtual interactive displays and authentic mbira instruments, will offer visitors a deep understanding of this cultural treasure.
Renowned for their intricate details and symbolic representations, Zimbabwean stone sculptures will be exhibited, showcasing the country’s rich artistic heritage. Traditional dances, songs and storytelling from the Binga region will highlight its distinct cultural identity. Authentic Zimbabwean cuisine, clothing and visual arts will be showcased, offering visitors a taste of the country’s diverse cultural expressions.
MN: This is good ...
AM: Beyond performances, we will showcase unique heritage products that blend tradition with modernity. For example, zumbani, a traditional medicinal plant, and baobab, a versatile ingredient, are being transformed into value-added products.
By highlighting these aspects of our cultural heritage, we aim to captivate visitors, foster cultural exchange and promote Zimbabwe as a destination for exploration and investment.
MN: What economic potential and investment opportunities will Zimbabwe highlight at the expo and what are the key sectors for investment?
AM: Zimbabwe will showcase a diverse range of investment opportunities at Expo 2025, highlighting our rich natural resources and untapped potential. Key sectors include mining, agriculture, tourism and renewable energy.
In the mining sector, we will present opportunities in exploration, mine resuscitation and value addition. Zimbabwe’s mineral wealth, including lithium, PGMs (platinum group metals), tantalite, chrome, gold and diamonds, offers a broad range of investment options.
We aim to attract significant investments in this sector, contributing to our economic growth and development.
Agriculture remains a key sector for investment. Zimbabwe’s favourable climate and unique growing seasons make it an attractive destination for agricultural investment, particularly in high-value crops like blueberries.
We will also highlight opportunities in climate-proofing the sector through irrigation infrastructure, dam construction and climate-resilient practices. Additionally, investments in agribusiness and agri-tourism can increase competitiveness and exports.
MN: How about other sectors like tourism?
AM: Tourism, a vital sector, offers numerous investment opportunities. Zimbabwe is known for world-renowned national parks and cultural heritage sites, and has seen a surge in high-end tourism development, for example the coming of a high-end hospitality chain like the Hyatt Regency.
Our progress in infrastructure development has made the country’s tourism sites and investment value more appealing for further investments in the sector.
Renewable energy is another key focus. We will highlight our advancements in solar power generation and our commitment to establishing renewable energy solutions, especially in key sectors like mining and agriculture.
Zimbabwe’s efforts in digital inclusivity, ensuring access to information, healthcare and the internet in remote areas, demonstrate our commitment to sustainable development and technological advancement.
By showcasing these investment opportunities, we aim to position Zimbabwe as a leader in sustainable development and attract significant foreign direct investment.
MN: How does Zimbabwe plan to leverage expo to attract global investments and establish international partnerships?
AM: With an expected attendance of over 28 million visitors, the expo offers an unprecedented opportunity to showcase the country’s investment potential.
Zimbabwe will have its National Day on July 16, 2025, and have lined up a number of programmes to attract global attention.
A number of cultural performances have been lined up in addition to gastronomy activities, which will introduce the world to local cuisines and its health benefits.
There will be a Trade and Investment Conference which is expected to conclude a number of deals as part of the National Day programme.
His Excellency President Emmerson Mnangagwa is expected to be the Guest of Honour at this Day.
MN: Any side events?
AM: Yes. The Zimbabwe Pavilion will also have side events to compliment exhibitions and commercial activities in Osaka during the expo period.
Notable events, which will be held include the Zimbabwe Tourism Day and the Zimbabwe Business Seminar, which are set to attract businesspeople from across the world and market opportunities available in the country.
The Zimbabwe Pavilion is set to be the centre of attraction in the shared space due to its design and use of advance technology. Zimbabwe will have an immersive pavilion, which will consist of high quality 360 degree videos and 9D virtual reality chairs.
The design offers an immersive experience in which visitors to the pavilion will feel being part of the exhibition and will be able to take adventurous activities such as bungee jumping, paragliding, water rafting, etc.
MN: How will Zimbabwe measure the success of its participation in the expo, and what are the key performance indicators?
AM: We are in the process of putting in place a mechanism of documenting and measuring key successes from our participation at this expo. The success areas will be placed in four broad categories, which are visit Zimbabwe, trade Zimbabwe, invest Zimbabwe and brand Zimbabwe.
Under the visit Zimbabwe, we have set a target of achieving an expected outcomes15% per annum increase in tourist arrivals. This will be witnessed through increased arrivals of visitors through the borders.
MN: How about trade?
AM: The expo will increase trade between Zimbabwe and the rest of the world and is expected to contribute 10% per year towards Zimbabwe export growth.
The expo is also set to increase registered investment deals by 10% per year as part of its performance measurements.
Zimbabwe’s programme of participation will include traditional and cultural exhibitions, business-to-business meetings, commercial activities and a number of side events. These activities will provide a platform for creating the necessary linkages required to achieve the above targets.
