‘We Are Victoria Falls’ and Cape Town Tourism have signed a partnership to embark on a joint marketing programme that cross-promotes the two tourism destinations on the theme of ‘The Ultimate African Adventure’.
Working with key airlines and private-sector operators, the campaign is set to launch this year to attract shared tourist markets to visit both places. The UK and the US are both cities’ main source markets internationally.
‘We Are Victoria Falls’ is a destination management partnership for Victoria Falls, established last year under the leadership of the Ministry of Environment, Climate, Tourism and Hospitality Industry, and the Victoria Falls City Council. The public-private association has a mission to support the sustainable development of tourism by co-ordinating all of the elements that make up the destination.
“We have signed the partnership agreement so we can work together to market these two destinations which have two natural wonders of the world,” said Leigh Dawber, Cape Town Tourism Chief Marketing Officer.
Barbara Murasiranwa-Hughes, who chairs ‘We are Victoria Falls’, said the partnership would create new packages combining the two destinations for tourists.
“When we decided to form this destination management partnership we looked around and we found Cape Town would be the best city for us to work with,” she said.
Winnie Muchanyuka, CEO of Zimbabwe Tourism Authority, said: “Cape Town and Victoria Falls are two iconic destinations in Southern Africa and many tourists have us at the top of their dream bucket-list. This partnership gives us the opportunity to forge a strong relationship.”
Muchanyuka also anticipates an increase in tourist arrivals as a result of the partnership.
“The source markets that we tap into are the same and are all long-haul. When tourists come to this part of the world, they want to do several destinations and activities and Victoria Falls and Cape Town often come out in this itinerary and those visiting either of the two will proceed to the other,” Muchanyuka said.