Current Initiatives

We Are Victoria Falls adopted a Destination Marketing Strategy to position the destination as a desirable place to visit, encouraging tourism growth and sustainable economic development. The strategy supports the destination’s brand tagline ‘the heart of adventure’ and promotes a number of campaigns throughout the year. These campaigns are executed by We Are Victoria Falls’ implementing partners in the destination.  Please contact us if you would like to be involved.

We Are Victoria Falls signed an MoU with Cape Town Tourism to collaborate together as iconic African destinations. The MoU was first signed in February 2023 at a ceremony in Victoria Falls. WAVF and Cape Town embarked on a joint marketing campaign in 2023, promoting the two destinations in a ‘Wonder to Wonder’ campaign that leveraged the unique and complementary selling points of each city, primarily to a younger adventure-minded audience in the UK.  Future ideas for this partnership are very welcome.

A data dashboard is a powerful tool used in destination management and marketing to visualize and analyze key performance indicators and metrics related to tourism and visitor trends. This interactive platform aggregates and presents data in Victoria Falls. Data is provided voluntarily by a sample of industry players and by private sector partners. If you would like to contribute please get in touch.

Air access is a critical component of destination management and marketing. We Are Victoria Falls works closely with Zimbabwe’s government-led Air Services Technical Committee, holding bi-annual meetings to facilitate updates and discussions with the private sector. These sessions provide an exchange on desired routes, frequencies, attendance at relevant trade shows and marketing support. If you would like more information please contact us.

We are Victoria Falls is in continual dialogue with the media. Media relations is a key component of destination marketing, involving the management of relationships between Victoria Falls and various media outlets such as newspapers, magazines, online publications, and broadcasters. WAVF engages with media representatives through press releases, media familiarization trips, interviews, and media events to showcase aspects of the destination. Our Press Room provides more information.

We Are Victoria Falls aims to keep destination stakeholders up to date on relevant initiatives and opportunities in the area. The objective is to raise awareness, foster collaboration, and bring communities together to tackle projects that affect Victoria Falls. WAVF communicates ‘internally’ through news published on the website, newsletters, Facebook and WhatsApp. Let us know how you would like to hear from us.

Trade relations in the context of destination management and marketing refer to the strategic partnerships and collaborations established with businesses within the tourism industry, including tour operators, travel agencies, accommodation providers, attractions, and transportation services. These trade relationships are essential for promoting and distributing the destination's tourism products and experiences to potential visitors. WAVF maintains a database of existing and potential trade partners, issues newsletters, updates the website and Facebook, maintains a Trade Toolkit, and conducts surveys where necessary.