ZIMBABWE HAS geared up for its participation in Expo 2027 Belgrade, Serbia, following an official launch held on 1 October in Harare.
The event brought together Government officials, business leaders, youths, and other stakeholders to discuss how Zimbabwe can use the international exhibition to develop trade relations, attract visitors and investment, and establish new business partnerships.
Expo 2027, scheduled to take place in Belgrade, Serbia, is expected to attract millions of visitors, bringing together businesses, investors and representatives of participating countries.
For Zimbabwe, the exhibition presents an opportunity to introduce its products and services to new buyers, promote investment projects and develop commercial relationships in markets where its business presence remains limited.
The country’s participation also comes at a time when greater attention is being directed towards economic diplomacy, with international engagements increasingly expected to produce measurable trade and investment outcomes.
Strengthening trade relations with Serbia and Europe
Trade between Zimbabwe and Serbia remains relatively modest, leaving room for businesses from both countries to explore new commercial relationships.
The two economies have areas of potential cooperation, particularly in agriculture, mining, manufacturing, information technology, tourism and renewable energy.
Zimbabwe has resources and production capabilities that could support increased trade, while Serbian businesses have experience in machinery manufacturing, industrial processing, infrastructure development and technology.
These areas provide a basis for exploring partnerships that go beyond the exchange of finished products.
Zimbabwean businesses could, for example, pursue arrangements involving industrial machinery, technology transfer, joint production and investment in local processing facilities.
Expo 2027 will also bring Zimbabwean companies into contact with businesses from other participating countries, creating opportunities to explore markets beyond Serbia.
For exporters, these engagements are important because entering a new market requires more than identifying potential buyers. Companies need to understand product specifications, certification requirements, distribution arrangements and consumer preferences before they can compete effectively.
Direct interaction with international buyers can help Zimbabwean producers understand these requirements and identify the adjustments needed to make their products suitable for different markets.
Zimbabwe has several sectors that could benefit from this exposure.
In agriculture and agro-processing, opportunities exist to promote horticultural produce, tea, coffee, processed foods and other speciality products.
Engagements with European buyers could help producers identify demand for Zimbabwean products while obtaining information on packaging, traceability, quality and food safety requirements.
The clothing, textiles and leather sectors could similarly use the exhibition to engage buyers, distributors and manufacturers interested in alternative sourcing markets.
Zimbabwe has existing production capabilities in these industries, although securing new orders will depend on the ability of individual companies to meet buyer expectations on quality, pricing, production volumes and delivery schedules.
For the mining sector, the focus extends beyond the availability of mineral resources to opportunities for processing and value addition.
Zimbabwe’s mineral endowment provides a basis for attracting investors interested in downstream industries, equipment supply and partnerships that support greater local processing.
The exhibition also presents opportunities for the tourism industry to introduce Zimbabwe to new audiences and establish relationships with tour operators and travel businesses serving European markets.
Turning international engagements into business
Zimbabwe’s participation in Expo 2027 forms part of ongoing efforts to use economic diplomacy to support export growth and industrial development.
International exhibitions give countries access to business networks that can be difficult to establish through individual company efforts.
They bring potential buyers, investors, technology providers and public institutions into one setting, allowing businesses to pursue discussions that may otherwise require several separate international engagements.
However, participation alone does not guarantee increased trade.
The commercial value of such events depends largely on the preparations made before the exhibition and the follow-up undertaken afterwards.
For Zimbabwe, this means identifying companies with products that have realistic export potential, understanding the requirements of targeted markets and arranging business engagements with prospective buyers and partners ahead of the event.
There is also a need to identify investment projects that can be presented to interested partners, particularly those supporting industrial production, value addition and export capacity.
The relationship with Serbia offers an additional area for attention.
Commercial engagement between the two countries could create opportunities for Zimbabwean companies to establish business networks in the Balkan region and develop connections with other European markets.
These relationships will need to be supported through continued engagement between companies, trade promotion institutions and diplomatic missions, particularly in identifying business opportunities and facilitating follow-up discussions.
Zimbabwe’s preparations for Expo 2027 should therefore extend beyond what the country will exhibit in Belgrade to the business relationships it intends to establish.
For participating companies, priorities include product development, certification, competitive pricing, marketing materials and the capacity to respond to enquiries and orders from international buyers.
