Next month , the world will converge on Osaka, Japan, for Expo 2025, a prestigious international event that showcases innovation, culture, and technological advancements from around the globe.

Zimbabwe, with its rich cultural heritage, diverse emerging economy, and resilient people, is poised to make a significant impact at this esteemed gathering.

Its participation at Expo 2025 Osaka is expected to yield immensely beneficial outcomes that will have a positive impact on the country’s economy. The Expo will provide a platform for Zimbabwe to increase its international trade, tourism inflows and revenue, showcase its investment opportunities, and enhance its brand visibility.

Expected outcomes from Zimbabwe’s participation at Expo 2025 Osaka include; 15 percent increase in tourist arrivals, 10 percent increase in trade deals annually, 10 percent increase in registered investment deals annually and an improved Brand Zimbabwe

This article explores the benefits of Zimbabwe’s participation at Expo 2025 Osaka and why it presents a unique opportunity for the country to reclaim its position on the global stage. It also makes a case on why the whole nation should rally behind the team led by the Commissioner General, Allan Majuru, under the guidance of the Ministry of Foreign Affairs and International Trade.

Unlocking New Markets and Investment Opportunities

Participating at Expo 2025 Osaka offers Zimbabwe a platform to showcase its economic potential, attract foreign investment, and tap into new markets. The expo provides an ideal setting for local businesses to connect with potential investors, partners, and customers from around the world. By highlighting its competitive advantages, such as its rich natural resources, skilled workforce, and strategic location, Zimbabwe can attract significant foreign investment, creating jobs and stimulating economic growth.

Moreover, the expo presents an opportunity for Zimbabwe to diversify its economy by promoting its non-traditional exports, such as horticultural products, crafts, and tourism services. By showcasing its unique products and services, Zimbabwe can increase its export earnings, reduce its dependence on traditional exports, and enhance its economic resilience.

Expo 2025 Osaka will provide Zimbabwe with a unique opportunity to promote its investment opportunities to a global audience. Expos have consistently proven to be effective platforms for attracting investments, as they offer a chance for countries to showcase their economic potential, business-friendly environment, and competitive advantages.

For instance, the UAE’s participation in Expo 2015 Milan led to a significant increase in foreign investment, with the country attracting over $10 billion in investments in the year following the Expo.

Similarly, Singapore’s participation in Expo 2010 Shanghai helped to promote its investment opportunities, resulting in a 20 percent increase in foreign direct investment (FDI) in the following year. The expo provided a platform for Singapore to showcase its business-friendly environment, highly skilled workforce, and innovative economy, attracting the attention of investors from around the world. In fact, a study by the International Expositions Bureau found that 70% of countries that participated in Expos reported an increase in FDI in the following year.

Zimbabwe can learn from these examples and use Expo 2025 Osaka as a platform to promote its investment opportunities. By showcasing its economic potential, business-friendly environment, and competitive advantages, it can attract the attention of investors from around the world.

The expo will provide a unique opportunity for Zimbabwe to promote its investment opportunities in areas such as agriculture, mining, tourism, and infrastructure development.

With a well-designed pavilion and a clear investment promotion strategy, Zimbabwe can use the expo to attract significant investments and promote economic growth and development.

It presents a unique opportunity for the country to enhance its international trade. By showcasing its products and services, including its agricultural products, minerals, and tourism industry, Zimbabwe can increase its exports, attract foreign investment, and expand its market share.

Cultural Exchange and Promotion of Tourism

Taking part at expos can have a profound impact on a country’s tourism sector. By showcasing its unique cultural heritage, natural beauty, and tourist attractions, a country can increase awareness and interest in its tourism offerings, leading to an increase in tourist arrivals and revenue.

For example, after participating in Expo 2015 Milan, the UAE saw a significant increase in tourist arrivals, with over 14.9 million tourists visiting the country in 2015, a 7,5 percent increase from the previous year. Similarly, Singapore’s participation at Expo 2010 Shanghai helped to promote its tourism sector, resulting in a 20% increase in tourist arrivals in the following year.

The exposure gained from participating in an Expo can also lead to increased tourism investment, as investors become aware of the country’s tourism potential.

After participating in Expo 2012 Yeosu, South Korea saw a significant increase in tourism investment, with several major hotel chains and tourism developers investing in the country. This investment helped to improve the country’s tourism infrastructure, making it more attractive to visitors. As a result, South Korea saw a 13,4 percent increase in tourist arrivals in 2012, with over 11 million tourists visiting the country.

Zimbabwe’s participation at Expo 2025 Osaka presents a unique opportunity for the country to promote its tourism sector and attract more visitors. With its rich cultural heritage, stunning natural beauty, and world-class attractions, such as Victoria Falls and Hwange National Park, Zimbabwe has the potential to become a major tourism destination.

Through showcasing its tourism offerings at the expo, Zimbabwe can increase awareness and interest in its tourism sector, leading to an increase in tourist arrivals and revenue. With careful planning and execution, participation can help to leapfrog its tourism sector, creating jobs, stimulating economic growth, and improving the country’s global reputation.

Soft power and nation branding

Expo 2025 Osaka presents a unique opportunity for Zimbabwe to enhance its international relations and diplomacy, soft power, and international branding. The country can showcase its cultural heritage, economic potential, and innovative spirit, thereby promoting a positive image of the country to a global audience. This can help to improve international reputation, foster goodwill, and strengthen diplomatic ties with other countries.

Empirical evidence suggests that participating in international Expos can have a significant impact on a country’s soft power and international branding.

A study by the University of Oxford found that countries that participate in Expos tend to have higher levels of soft power than those that do not. The study cited the example of South Korea, which participated in Expo 2012 Yeosu and saw a significant increase in its soft power index ranking.

Similarly, the UAE’s participation in Expo 2015 Milan helped to promote its soft power and international branding, with the country’s Expo pavilion attracting over 3 million visitors.

Visualising the Pavilion

With careful planning, coordination, and investment, Zimbabwe can overcome challenges that come with exhibiting at international Expos and reap the benefits of participating at Expo 2025 Osaka.

Let us now do a virtual walkthrough of the Pavilion so that the Zimbabwean people can visualize what is going to be done on their behalf and how they will be represented by their team.

Zimbabwe’s pavilion at Expo 2025 Osaka promises to be a mesmerizing experience, offering a small-scale version of the nation that conveys its cultural richness, economic potential, and resilience. Shaped by insights gained from Provincial Engagements, this pavilion will deliver a genuine and authentic presentation that showcases the country’s unique character.

As visitors step inside, they’ll be immersed in exhibits that highlight Zimbabwe’s fascinating history, abundant natural resources, breath-taking tourism attractions, and innovative economic initiatives.

The country’s stunning natural beauty will take centre stage, with showcases of Victoria Falls, Hwange National Park, Nyanga Mountains, and Great Zimbabwe monuments.These exhibits will not only demonstrate Zimbabwe’s rich biodiversity but also its commitment to sustainable tourism. Emphasis will be put on the country’s unique natural attractions, cultural heritage, and unforgettable travel experiences.

The pavilion will also spotlight the country’s key economic sectors, including agriculture, education, health, and mining. This comprehensive look at Zimbabwe’s economic strengths will provide visitors with a deeper understanding of the country’s investment opportunities and trade potential. In line with the expo’s theme, the pavilion will emphasize opportunities for collaboration and growth in fields contributing to sustainable development, leveraging Zimbabwe’s unique resources and strategic position in the region.

Trade will be a crucial pillar of Zimbabwe’s pavilion, with a showcase of key export sectors ready for international partnerships. Visitors will discover the country’s range of value-added products, minerals, tobacco, cotton, and horticultural products, and have the opportunity to establish long-term trade deals. Through direct contact with potential partners, the pavilion will serve as a gateway for discussions on boosting exports and exploring new markets.

Zimbabwe’s participation at Expo 2025 Osaka is a strategic investment that will yield significant returns for the country. The money spent on participating at the Expo will be money well spent, as Zimbabwe will benefit from increased investment, increased tourism, enhanced nation branding and soft power, as well as increased trade.

This is not the first expo Zimbabwe is participating in since the advent of the Second Republic. Not so long ago, the country took part in the Expo 2020 Dubai. So, lessons have to be learnt through reflections, and what was yielded at that international Expo. Zimbabwe’s participation at the 2020 Expo Dubai was a strategic investment that yielded significant returns for the country.

The Expo provided a platform for Zimbabwean businesses to connect with potential investors, partners, and customers from around the world, resulting in several business deals and partnerships. Furthermore, the exposure gained from the Expo has helped to improve Zimbabwe’s global reputation, increasing its visibility and attractiveness to foreign investors and tourists.

The success of Zimbabwe’s participation at the 2020 Expo Dubai provides valuable lessons for its upcoming participation at Expo 2025 Osaka. By building on the experience and momentum gained from Dubai, Zimbabwe can further enhance its global reputation, attract more foreign investment, and increase tourism arrivals. Expo 2025 Osaka presents an opportunity for Zimbabwe to showcase its progress, innovations, and investment opportunities to a new and diverse audience.

With careful planning, effective branding, and strategic engagement, Zimbabwe’s participation can yield even greater returns making it a worthwhile investment.

The Herald