A new partnership between Cape Town Tourism (CTT) and We Are Victoria Falls, a recently launched tourism community, is expected to increase local and international visitors to Victoria Falls and Table Mountain, South Africa’s most iconic landmark.
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The partnership will promote and encourage tourists to visit these two destinations as part of the “African Routes” campaign, which will be launched in 2023. Key airlines and private sector operators will also be involved in the campaign.
We Are Victoria Falls board chairperson Barbara Murasiranwa-Hughes said, “The support and advice from CTT has not only helped inform the solid grounding we find of the DMP (Destination Marketing Partnership) we launch today, but marketing together from the onset will further support in fast-tracking our business objectives and prosperity of Victoria Falls.”
The main objective of the partnership is to share current destination management best practices developed by CTT, which will provide advice on how to structure a successful organisation and ecosystem that supports sustainable travel and create the ultimate African adventure.
This announcement comes after the celebration of the first-ever Global Tourism Resilience Day on 17 February 2023, which emphasises the importance of private-public cooperation in developing resilient tourism in developing countries.
The day also highlights the significance of sustainable tourism, which not only provides a considerable source of income, but also promotes environmental responsibility and conservation while connecting people with nature.
Cape Town Tourism’s chief marketing officer, Leigh Dawber congratulated We Are Victoria Falls: “A huge congratulations to We Are Victoria Falls for bringing their vision to life as this is no small feat, and 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.”
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Picture: @wearevictoriafalls / Instagram