The Zimbabwe International Trade Fair, that organised chaos of handshakes, brochures, and the faint aroma of braaied boerewors wafting through the air is in progress. This year, the 65th edition is bigger, bolder and even more overwhelming. The theme this year is “Industrialisation: Crafting an Integrated Economic Landscape.” But what if you’re just… a regular business visitor, armed with a lanyard and you don’t have an exhibition booth…well fear not! Here is  how  one can  conquer ZITF 2025 without exhibiting – and still leave feeling like you’ve won the World Cup.

First, let’s address the elephant in the room: No, you don’t need an expensively constructed neon-lit stall to matter at ZITF. In fact, flying under the radar has its advantages. No one will ambush you for a “quick demo,” and you can avoid the existential dread of realising your freebies are less popular than the guy giving away mini fans. But to thrive, you need a game plan.

ZITF isn’t a stroll in the park. It’s a battlefield of opportunities. Start by stalking the exhibitor list in the chunky complementary exhibition brochure or online. Identify 10-15 companies or sectors aligning with your goals. Are you a maize farmer eyeing irrigation tech? A retailer hunting for regional suppliers? A consultant pretending to understand blockchain? Know your targets.

Then, study the event schedule. Conferences, keynote speeches Panel discussions on “integrated economic landscapes”  Mozambique’s President Daniel Chapo opening the show? Flag what’s relevant. Pro tip: If a session’s title sounds like it was generated by a committee of robots, skip it. Your time is precious.

Bulawayo in April is warm, sometimes, or cold. It could rain for all we know. So, ditch the three-piece suit unless you enjoy sweating through PowerPoint pitches. Do opt for “smart casual”—a crisp shirt, trousers and shoes that won’t murder your feet after 10,000 steps. Bonus points for a blazer you can drape over your arm casually during photo opportunities. Checking your trusted smartphone app will save you the blushes.

Let’s be real: Networking at trade fairs is like speed dating. Everyone’s pretending to care, but really, they’re eyeing the snack table. Here’s how to stand out without seeming like a LinkedIn spam bot. Linger near the eating areas, coffee stations or registration queues. These are goldmines for “organic” interactions. Example:
You: Sipping terrible instant coffee: “Ugh, this tastes like a industrial spillage.”
Fellow victim: “Right? I’d kill for a proper espresso.”
You: “Speaking of industry, what brings you here?”
Boom Connection made!

Prepare a 15-second spiel about who you are and what you want. Not “I’m a visionary disruptor leveraging synergies.” Try: “I run a solar equipment startup. Looking to connect with distributors in Matabeleland.” Simple. Human. Less cringe.

Carry them. But don’t shove them into palms like conspiracy pamphlets. Unless you are a beneficiary of a printer’s special, only offer one after a meaningful chat. And for heaven’s sake, include your WhatsApp. This is Zimbabwe – we’re not faxing memos anymore.

The ZITF exhibition grounds are vast. Bigger than your aunt’s collection of doilies. Without a strategy, you’ll end up wandering like a lost calf, clutching brochures for tractor parts you’ll never need.

Divide the venue into three zones:

1. Must-Visit: Your pre-researched target exhibitors.
2. Maybe-Visit: Interesting wildcards (e.g., that startup making bricks from plastic waste).
3. Avoid: Anything involving multi-level marketing or timeshares.

Stick to Zones 1 and 2. Use the ZITF app to navigate. If not, follow the smell of fresh popcorn or wors – it’s usually near the good stalls.

ZITF seminars can be hit-or-miss. Some are enlightening; others feel like a lecture on cement drying. To avoid snoozing,

1. Pick Panels with Practitioners: Avoid sessions led solely by academics or dare I say, politicians (unless they are the ones officially opening the seminar, of course). You want people who’ve actually done stuff.
2. Sit Near the Exit: For strategic escapes.
3. Ask One Good Question: Raise your hand, introduce yourself and ask something thoughtful. Instant credibility.

The real work begins when the tents come down. Within 48 hours, send follow-up messages. Not a generic “Nice to meet you,” but something specific: “Hi Thandi, enjoyed discussing solar solutions for rural clinics. Let’s schedule a call next week to explore partnerships.” Add them on LinkedIn with a personalized note. Tag them in your ZITF recap post: “Great insights from @Thandi Ndlovu on sustainable energy—exactly what our sector needs.”

The ROI of Not Exhibiting

Let’s crunch numbers. Exhibiting at ZITF can cost $5,000+ for space, banners, and enough stress to age you prematurely. As a visitor? Your biggest expense is petrol and a decent lunch and perhaps accommodation if you don’t have relatives to bother in Bulawayo. Yet, the ROI – new clients, suppliers, ideas – can be just as juicy.

So, strut into ZITF 2025 like you own the place (but without the hassle of setting up a booth). Industrialisation isn’t just about factories and fancy themes; it’s about connections. And you, my non-exhibiting friend, are about to make plenty.

Lenox Mhlanga is a strategic communications specialist who has worked for the ZITF and is a judge for Zimbabwe’s biggest trade exhibition. He also lectures Event Planning and Management with the MAZ Business Institute. You can contact him on mobile: +263 772 400 656 or email: [email protected]