Zimbabwe, Zambia tourism agencies strengthen ties

Judith Phiri , Business Reporter

THE Zimbabwe Tourism Authority and Zambia Tourism Agency have upped efforts towards joint marketing of major tourists’ attractions in the neighbouring countries.

This came out at a meeting between the two authorities last week in Victoria Falls under the Joint Tourism Facilitation Committee (JTFC) to craft strategies for marketing Victoria Falls and Kariba jointly. The JTFC, is a fulfilment of tenets of the inter-ministerial engagements on Victoria Falls.

Last month, in Livingstone, Zambia, Environment, Climate, Tourism and Hospitality Industry Minister, Nqobizitha Mangaliso Ndlovu, and his Zambian counterpart, Rodney Sikumba, and their delegations participated in key deliberations regarding developments and management of the Victoria Falls site.

In a statement on Friday, ZTA said the committee was charged with identifying and discussing initiatives on the ground to bring the two countries’ cooperation to life. The JTFC was co-chaired by the ZTA Chief Executive, Ms Winnie Muchanyuka and Zambia Tourism Agency CEO, Mr Matongo Matamwandi.

Commenting on the engagement, Ms Muchanyuka said the two-day meetings saw the two national tourism organisations mapping collaborative activities in the joint marketing of Victoria Falls and Kariba where the countries share tourism assets and borders.

“The overall objective comes from the realisation that one cannot win alone, the two countries have shared resources and rich history, and expertise. Together, the countries can achieve more,” she said.
Mr Matamwandi reiterated the need for the two tourism agencies to collaborate.

“If we work together, we put resources, ideas, and minds together, we can achieve much more. We would rather collaborate, and be more effective and efficient than compete in promoting the Victoria Falls,” he said.

Both countries have reiterated their commitment to the maintenance of the integrity of the World Heritage Site, Victoria Falls and working together with other state parties to ensure the property remains a sought-after natural wonder of the world.

Victoria Falls was granted World Heritage Site status in December 1989 after the States Parties, Zimbabwe and Zambia submitted a joint nomination dossier to the UNESCO World Heritage Centre.

The property was recognised for its ongoing geological processes, unique geomorphological formations and exceptional natural beauty, displayed through high water spray, daytime rainbows and distinctive lunar rainbows among other attributes.

On the tourism front, the property received about 390 000 visitors in 2022. There has been concern with the low visitor numbers when compared to other global prime destinations.