Up-to-date information for residents, local businesses, public offices, and all other stakeholders
This page is a chronological repository of information concerning the development of Victoria Fall’s first Destination Management Partnership. It is hosted by We Are Victoria Falls on behalf of the Victoria Falls Destination Management Steering Committee. It contains announcements, briefings and opportunities to get involved. Please check back regularly for updates.
Victoria Falls Destination Management Ideation Workshop
40 public sector stakeholders representing Victoria Falls gathered in Harare to discuss the merits of pursuing a model of ‘destination management’. They were joined by representatives of TBCZ. The group examined case studies in Cape Town, Watamu, and the west of Ireland, and brainstormed the merits of this approach in Victoria Falls. The group unanimously agreed to pursue the concept and saw particular possibilities in ‘taking responsibility for the destination’, better coordination, destination sustainability and marketing. The opportunities for a destination management partnership to work alongside recent air access efforts to VFA were also clear.
Destination Steering Committee Formed
The Secretary for Environment, Climate, Tourism and Hospitality Industry, Mr M. Munodawafa, has approved the setting up of the steering committee for the establishment of the Destination Management Partnership in Victoria Falls. The institutions invited to represent the committee are: Victoria Falls City Council, Zimbabwe Tourism Authority, Tourism Business Council of Zimbabwe, Zimbabwe Chamber of Commerce, Victoria Falls Residents Association, ZimParks, Zimbabwe Investment Promotion and Development Agency and Airports Company of Zimbabwe. The committee will be supported by IFC (a member of the World Bank Group) in the role of Secretariat.
Victoria Falls City Council and ZTA elected co-chairs of the Steering Committee
At the first meeting of the DM Steering Committee, Mr Moyo (tital) and Mr Jeffreys Manjengwa (ZTA) were elected Chair and Co-chair of the committee. The committee agreed to meet once a month to further the advancement of a destination management partnership, helping to pave the way for a public-private entity to be formed.
2nd Steering Committee Meeting
Chaired by Mr Moyo the committee brainstormed possible legal structures for a destination management partnership – available in Zimbabwe. A memo into the pros and cons of foundations, trusts associations has been commissioned.
Every destination is different, but the fundamental functions typically include: Destination Marketing – targeted, aligned public and private marketing campaigns to secure the best visitors,…Keep reading
3rd Steering Committee Meeting
The committee adopted a detailed stakeholder engagement plan. The plan elaborates the importance of consulting widely across public and private sectors, including Victoria Falls residents and civil society. Initial consultations will take place in April, with a report to be compiled in May. In addition, the committee undertook a deep dive into 4 possible legal structures for a destination management partnership in Zimbabwe.
Victoria Falls wins destination award
The destination was recognized at the WTM Responsible Tourism Awards Africa, in Cape Town. The award was for ‘sustaining employees and communities through the pandemic’. The whole destination benefits from this accolade, on the back of many different and varied stakeholder initiatives. It demonstrates the power of co-ordination and presenting a unified voice to the outside world.
Association recommended as best legal entity for Destination Management Partnership
After a detailed assessment of four legal entity structures, a Common Law Universitas (Association) is deemed the best option for a Destination Management Partnership (DMP). This structure would allow the DMP to include both private and public governance and management, could receive funds from various sources (including public funds), is able to generate its own revenues, has a high level of autonomy and is permitted to carry out a wide range of activities. One very successful precedent following this structure is Zimtrade. The other options considered included a social enterprise company, a foundation and a local government entity. It will be the responsibility of the founding partners of the DMP to determine the final legal structure, and decisions may be informed by the research carried out by the Steering Committee.
Invitation to Stakeholder Meeting
The Victoria Falls Destination Management Steering Committee (chaired by City Council and ZTA) invites you to a physical workshop on 20 July 2022.
The workshop will present the work of the committee and discuss the set-up of a Destination Management Partnership for Victoria Falls. We will hear the experience of Cape Town Tourism; get an update on the masterplan; deep dive into new tourism market analysis for Victoria Falls; and unpack the best ways to work with the Air Services Development Committee.
Space is limited and will be allocated on a first come, first serve basis so please register below.
What did stakeholders say?
Following the one-on-one consultation of 40 public and private organisations, the committee has published a feedback summary. This short report highlights general alignment and support for the partnership, with many noting a fully coordinated approach is long overdue. The report highlights the issues that stakeholders would like a destination management partnership to address, and the critical conditions that they believe are needed to make it a success. These conditions include the full support of public authorities, the creation of a formal, inclusive and neutral public-public partnership, transparency of funding, and private-sector management.
Stakeholder Meeting 20th July Summary
The Destination Management Steering Committee hosted a broad stakeholder meeting to inform residents, businesses and public agencies about the proposal for a destination management partnership, and stimulate discussion. The day also provided an update on the work of the air access committee who have engaged directly with over 30 airlines in the last few months, and secured 8 substantial wins. Enver Duminy, CEO from Cape Town Tourism shared his experiences for managing Cape Town, and IFC delivered a market segmentation deep dive. A summary report with next steps has been prepared by the committee. Download Stakeholder Meeting Summary Report.
6th Steering Committee meeting
The steering committee met on August 18th to agree the next steps for the establishment of the partnership. It was agreed to capitalize on the momentum of the stakeholder meeting, and accelerate the process. The committee reviewed and approved a Draft Constitution for founding partners, and discussed elements of the business and operational plan. It was agreed to send the Draft Constitution to line Ministries and organisations for legal review by September 5th. The committee also discussed the formation of the working groups populated by stakeholder volunteers, and commissioned a set of guidelines for each group. The next committee meeting is set for early October.