In our drive for sustainability, we have always emphasised on collaborative engagement as this is one of the low hanging fruits for entrepreneurial growth.
Here, Sanganai/Hlanganani World Tourism Expo which was held from September 11 to 14 2024 has reminded us how our tourism entrepreneurs can upscale, strategically engage and improve their visibility through directly meeting with other players and customers for a sustainable way forward.
For years, it has been held annually, with a minimum examination of its impact and relevance to society and entrepreneurs in the tourism industry.
Of course, we have also talked about some unplanned sales calls as part of marketing promotions, but events like this one goes beyond just discussions to instant business engagements.
This is a platform where most global touristic innovations for sustainable entrepreneurship are shared.
It is where we have discovered that tourism is not only a national/global pillar for economic empowerment, but one that through creativity gives individuals a leverage to enterprise and be financially independent.
We know that most of our potential entrepreneurs have always viewed tourism as a bed and breakfast matter coupled with some holidaying.
Yes, it is true but it is a broader area for real investment through talking business models that are born out of creativity.
This is when we widen our craftsmanship from the global common sun, sea and sand to various forms which are anchored on sustainability.
Those which includes, rural, cultural, township, adventure and health tourism to mention but a few.
So, the sky is the limit for our potential entrepreneurs to tap into these as given by Mother Nature with the aim to generate wealth not only for the current generation, but also those to come in the future.
That is the crux of this edition to get into some possible sustainable entrepreneurial ventures that are available for us not as people who have a trained background in tourism but just by being a member of our rich townships and rural.
Of course, it is an added advantage to those already with a tourism understanding at any level of professionalism whether formal or informal. This is our time to introspect and take a new direction into the future of tourism enterprising.
It is evident that in rural areas there is more poverty compared to the towns, yet they are rich in natural resources for a highly valuable sustainable tourism.
We poverty cycle can be easily reversed when we see our vibrant entrepreneurs move from urban to rural investment rather than the opposite traditional approach.
At a policy level, if some form of licencing and setting-up costs could be made relatively cheaper it will help decongest the big cities so as to have all parts of the country shine as with the now muddled Harare Sunshine City.
We have seen that cultural products are on a high demand globally especially in relation to the vision of green/eco bodies, sustainable development goals (SDGs) and the realisation of health living through organic foods, undiluted free carbon environments.
Sure, this talks to the potential rural tourism across Zimbabwe, including the Eastern Highlands, where just a breath in these scenic, mountainous, agro-plantations is like being born again both spiritually and physically.
Our global comparative advantage can be extended through these gifts of nature which are not abundantly found in most nations especially developed ones where industrialisation has dominated.
This is a soft industry with less harm to the dwellers, operators and the animals/plants. In the spirit of being in harmony with nature conservation supported entrepreneurial business models will thrive for big returns.
Agriculture will no longer be for subsistence only but also for tourism as people from all over the world visit these rural communal areas not only to view but participate.
These participations may be for venture agro-business with local farmers, research for new and existing agricultural species.
The sky is the limit through business models that brings about sustainable agro-business value chains.
It is imperative for professional bodies and other forms like higher tertiary institutions (both private and public) to start the drive towards embracing tourism based agro-entrepreneurial models/curriculums for sustainability.
Same can be related with the showcasing of cultures through ceremonies like traditional dances, cuisines and any other related.
These, in their natural aesthetic form can create highly valuable niches for our entrepreneurs in the tourism sector.
As informed above, many modifications have been done in various forms around the globe to an extent of having most potential tourists realise that originality in packaging is the way to go. Remember, if well structured these are less costly forms of investments for tourism entrepreneurs.
Setting the pace through expos, Sanganai/Hlanganani Tourism Expo in particular
Our advice:-
Beyond the carnivals and multicultural interface, the expo presents an opportunity for the government, business, arts, tourism sector, media, and the international community to deliberate about how and what the expo should be as a strategic intervention in the country as a catalyst for the sustainable competitiveness of the country and the brands that emerge from it. This is the opportunity for the return on investment and value for money.
If done well, this rendezvous will create a structured methodology of aiding the promotion of the brand Zimbabwe and predicate entrepreneurial exploits through building awareness, shaping the various stakeholders in the Zimbabwe and tourism business ecosystem’s considerations, investment and choice of Zimbabwe and its enterprises as a destination; the retention or continuous belief in the tourism industry of Zimbabwe and its support systems and the word of mouth advocacy that emerges from the satisfied stakeholders.
More to be discussed in coming additions as we move towards sustainable tourism entrepreneurship.
- Dr Farai Chigora is a businessman and academic. He is a senior lecturer at the Africa University’s College of Business, Peace, Leadership and Governance. Also a global business modelling practitioner.
- His doctoral research focused on business administration (destination marketing and branding major, Ukzn, SA). He is into agribusiness and consults for many companies in Zimbabwe and Africa.
- He writes in his personal capacity and can be contacted for feedback and business at fariechigora@gmail.com, www.fachip.co.zw, WhatsApp mobile: +263772886871.
- Dr Tabani Moyo is an extra-ordinary researcher with the University of North West, South Africa’s Social Transformation School. He holds a doctorate in business administration (research focus on new media and corporate reputation management, UKZN), he is a chartered marketer, fellow CIM, communications and reputation management expert based in Harare. He can be contacted at moyojz@gmail.com @TabaniMoyo (X)
