Rural based entrepreneurs urged to seize ZITF opportunity as platform for economic empowerment
ZITF Company Marketing and Corporate Communications Manager, Thando Nkomo
By Nobukhosi Ndlovu
With just weeks to go before the Zimbabwe International Trade Fair (ZITF) starts, ZITF rerpresentatives and rural development advocates are encouraging villagers and small-scale entrepreneurs to take advantage of the annual fair, describing it as an opportunity to reach national and international markets.
The call was made during a recent discussion on SkyzMetro FM’s rural-focused programme Ilihlo Lemaphandleni, where speakers spoke about how the fair’s 2026 theme, “Connected Economies, Competitive Industries,” is pushing for stronger rural participation.
ZITF Company Marketing and Corporate Communications Manager, Thando Nkomo, said the number and diversity of people who attend the fair makes it an important opportunity for rural businesses.
“It will be one week, an entire week whereby the whole of Zimbabwe will be attending,” Nkomo began,” business people, ministers and even the President will be there, so imagine of the kind of market one gets from that,” he said.
His comments pointed to the kind of exposure rural entrepreneurs rarely get in their home areas, where smaller local markets and limited infrastructure often hold them back.
By bringing together policymakers, corporate leaders and international exhibitors in one place, ZITF creates a space where connections that would normally take years to build can be made in a few days.
Nkomo then added that the upcoming fair would also give rural entrepreneurs a chance to speak directly to decision-makers about the challenges they face.
“What we are looking at is that the business people in rural areas and those who look at empowering rural people, get this platform to talk about their needs in the presence of stakeholders,” he said.
For many rural participants, being able to raise issues such as infrastructure development, transport and market access is just as important as making sales, as these concerns are often not heard beyond their local communities.
Sipho Mazibuko, the Head of Mr and Miss Rural Zimbabwe also spoke up during the discussion, pointing out how rural residents are increasingly being recognised as important contributors to the country’s economy, rather than just recipients of development programmes.
“ZITF has embraced us as rural residents and we are now being included in strategies to strengthen the economy,” she said.
She aslo explained that the pagent opportunity will help young people represent their communities and products at national events.
Mazibuko then reflected on last year’s exhibition, saying the experience showed how culture itself can become something that attracts business interest.
“What I saw at the ZITF last year is that culture is a product, those who saw me and what I had on were interested, therefore giving people in rural areas the opportunity to showcase their culture and skill is a way to empower them,” she said.
Her reflection shows how the fair promotes not only physical goods such as crafts and agricultural produce, but also rural identity, which can draw interest from tourists, cultural groups and potential business partners.
As preparations continue ahead of the event in Bulawayo, organisers are urging rural communities not to see ZITF as an event meant only for urban businesses, but as a national platform where their presence can help them build networks, gain exposure and grow their income.
With Zimbabwe working to strengthen its position in regional and continental trade, stakeholders say the involvement of rural producers will be important in making sure economic growth reaches communities across the country not just those in major cities.
Community Podium is the recipient of the 2025 Outstanding NGO Reporting Award. This reflects our dedication to amplifying community voices and advancing public-interest journalism.
