Cape Town Tourism signs partnership with Victoria Falls initiative

Cape Town Tourism chief marketing officer, Leigh Dawber with We Are Victoria Falls board chair Barbara Murasiranwa-Hughes.

Cape Town Tourism (CTT) has announced a new city partnership agreement with the recently launched tourism community of Zambia’s most iconic landmark, Victoria Falls, We are Victoria Falls.

The partnership was announced at the founding ceremony on Friday February 17 by We are Victoria Falls board chair, Barbara Murasiranwa-Hughes and CTT’s chief marketing officer, Leigh Dawber, in Zambia.

The launch was held on the first-ever celebrated Global Tourism Resilience Day, marked on February 17. Adopted as a resolution by the United Nations General Assembly, the day not only raises awareness about the importance of sustainable tourism, and how tourism is more than just a considerable source of income, but connects people with nature and spurs environmental responsibility and conservation.

The relationship between the two entities started in September 2022, when CTT partnered with the World Bank to host a group of Victoria Falls public and private sector stakeholders on a peer-to-peer exchange in Cape Town, to share current destination management best practices.

The partnership will now mature into joint marketing initiatives that cross-promote the two destinations along the theme of African Routes, and are working with key airlines and private sector operators on a campaign that will be launched in 2023, exploring ways to inspire travel between the two destinations by sharing tourist markets and encouraging visits to both destinations.

Ms Murasiranwa-Hughes said: The support and advice from CTT has not only helped inform the solid grounding we find of the destination marketing partnership we launched, but marketing together from the onset will further support in fast-tracking our business objectives and prosperity of Victoria Falls.“

Ms Dawber said bringing We Are Victoria Falls’ vision to life was no small feat. “We are looking forward to collaboratively exploring ways to position and uplift tourism within an African context, by developing ways to inspire travel between our two destinations and then share any learnings and successes with the rest of the continent.”