ZITF launches 2011 marketing programme

The theme for the 2011 edition of the ZITF would be "Optimising Business Synergies . . . Now and Beyond".

The 52nd ZITF will run from 3 to 7 May with the first two days set aside as business days.
Speaking at the launch of the marketing programme, ZITF chairman Mr Bekithemba Nkomo, said the marketing and advertising campaign was aimed at making the ZITF the premier exhibition in Sadc and Comesa.

He said the exposure of the company to regional and international exhibition had paved way for the fair to grow big into a first-class exhibition with recognition globally.

ZITF 2011 will spotlight sectors such as agriculture, tourism, mining and manufacturing.

"The thrust of ZITF 2011 is to urge commerce and industry to take advantage of existing business synergies and create new ones as synergies have become strategic solutions to the challenges of the business world, at a time when the country is repositioning itself in the global market place. ZITF 2011 will therefore emphasize the value of strategic business partnerships," said Mr Nkomo.

He said he was optimistic that next year's exhibition would be much improved compared to the previous ones as they anticipated an increase in the number of foreign participants owing to the high inquiries received from countries that participated in previous editions.

At last year's ZITF, 73,5 percent of attendances consisted of serious buyers and decision makers while 26,5 percent were students and browsers among others.

"Visits to the foreign embassies based in Zimbabwe have begun and it is promising that foreign participation in ZITF 2011 will be improved. To complement these efforts, the company has also reappointed its previous agents as well as appointed new ones abroad and the mission is to actively market the exhibition. Initial responses are positive as enquiries have been received from most of the foreign countries that have previously exhibited at ZITF," he said.

Mr Nkomo said they anticipated goodwill and support from traditional exhibitors as well as maximum participation by their long-term leaseholders.

He said concerted efforts were being made towards bigger corporate exhibitors who did not exhibit previously while plans were underway for a structured buyers' programme.

Mr Nkomo said they hoped to sell more exhibition space compared to the last edition.

"We have over 60 000 square metres of exhibition space which we hope to sell 100 percent this year compared to this year's 48 179 square metres. This year we had 33 direct foreign and 125 indirect foreign exhibitors and we aim to do better than that next year."

He said the company would subsidise tariffs for local industry participation as part of its responsibility to support locals.

Mr Nkomo said the provision of affordable tariffs regionally was the company's drive to get interesting exhibitors and to accommodate local companies that were on their recovery stage.

"Tariffs for local participation remain very economical as the company has pegged them below the regional average rates. The basic space rental for external sites is US$25 per square metre while hall space is pegged at between US$40 to US$60 per square metre depending on whether the exhibitor opts to utilise the company's building material or not," said Mr Nkomo.

He said next year the state of Hall Five would be different from that of the previous editions as they were in the process of transforming it from a "flea market" to a more business like approach.