Abstract
The event management (meetings, incentives, conventions and exhibitions (MICE) industry has been
booming of late (Lim and Zhu, 2018) and recording high growths rates over a number of years, as tourism
players are prioritizing the product as a way to diversify their tourism offerings. The study consequently
sought to explore exhibitors’ perceptions of the Sanganai/Hlanganani World Tourism Expo 2017. The study
purposively sampled 60 respondents from a population of 340 exhibitors who attended the event at the
Zimbabwe International Trade Fair (ZITF) grounds in Bulawayo, Zimbabwe. The study found that exhibitors
perceived Sanganai/Hlanganani World Tourism Expo 2017 to be an important tourism event that brings
considerable benefits to participants. The perception that exhibitors place on the event was determined by
the quality of staff brought to the stand, the geographical dispersion of exhibitors from the venue, the amount
of money spend on the exhibition, the number of times exhibitors have participated at previous editions as
well as the diversity of sectors exhibiting at Sanganai/Hlanganani World Tourism Expo 2017. The study
also unearthed challenges faced by exhibitors such a poor information dissemination, poor time
management, booth management, slow internet connectivity and challenges in accessing the venue among
others. The study concluded that the Sanganai/Hlanganani World Tourism Expo was perceived to be a
highly beneficial event and well worth the attendance of exhibitors.