Zimbabwe has launched its campaign for Expo 2027 Belgrade, positioning the global exhibition as a platform to promote the country’s cultural identity, economic opportunities and sporting talent while seeking stronger international partnerships.
Foreign Affairs and International Trade Minister Amon Murwira officially launched Zimbabwe’s participation in the Serbian capital on Friday, with the country adopting “Our Play, Our Heritage” as its national theme under the Expo’s broader theme, “Play for Humanity: Sport and Music for All.”
Murwira said Zimbabwe’s participation would be used to project the country beyond traditional diplomatic engagements and present its economic and cultural capabilities to potential partners.
“As we launch this national campaign, we do so with a clear understanding that modern diplomacy requires active, creative, and consistent engagement,” Murwira said.
“Belgrade 2027 is a critical platform where Zimbabwe will assert its voice, display its innovations, and invite the world to partner with a nation that is rapidly transforming its economic landscape.”
Expo 2027 will run from May 15 to August 15 next year, bringing countries together around the role of sport and music in promoting shared human values.
For Zimbabwe, however, the exhibition also offers an opportunity to combine its cultural presentation with investment and trade promotion.
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Section Commissioner Allan T. Majuru said Zimbabwe had lined up a series of activities around the Expo, including a business forum, gastronomy showcase, National Day celebrations and an international friendly football match against Serbia.
The business forum is expected to provide a platform for Zimbabwean companies and institutions to engage international investors and potential commercial partners, while the gastronomy showcase will use food and culinary heritage as part of the country's broader national presentation.
Murwira said Zimbabwe's national theme was designed to give the country's participation a distinctly local identity while fitting into the wider Expo programme.
“Under this thematic banner, Zimbabwe will present a multi-dimensional narrative to the world,” he said.
The launch also saw the unveiling of Zimbabwe’s national Expo 2027 logo, marking the formal start of preparations for the country's participation.
The government has increasingly sought to use international platforms to promote investment, trade, tourism and Zimbabwean products alongside conventional diplomatic objectives.
Zimbabwe’s participation will also have a sporting component, with the planned football match against the host nation providing another avenue for people-to-people engagement.
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