This section is a chronological repository of information concerning the development of Victoria Fall’s first Destination Management Partnership, known as We Are Victoria Falls.
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.
The Permanent 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.
At the first meeting of the DM Steering Committee, Mr Moyo (Victoria Falls City Council) 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.
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.
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.
At the 4th committee meeting, a detailed assessment of four legal entity structures was presented. 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.
Following the 5th committee meeting and conclusion of 40 one-on-one consultations of 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.
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.
At the 4th committee meeting, a detailed assessment of four legal entity structures was presented. 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.
Following the 5th committee meeting and conclusion of 40 one-on-one consultations of 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.
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.
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.
During the Destination Management Stakeholder Meeting in July, over 50 individuals signed up to dedicate their time and expertise to five Working Groups. These ‘brain-trusts’ will design the activities that the partnership will carry forward in the Victoria Falls Destination Management Plan. The first meetings are scheduled for the first week of November.
The working groups are:
1. Strategy, vision and research
2. Sustainability, Inclusion and Benefits
3. Marketing, Produce and Experiences
4. Destination Improvement and Visitor Services
5. Access and Connectivity.
Cape Town Tourism is the Destination Management Organization for Cape Town. They hosted the VF Destination Management Steering Committee for a learning exchange 5-7th September. The Zimbabwe delegation benefited from hearing the City of Cape Town and the private sector partners share their experience of working with the DMO, – including lead attractions like the Waterfront, Table Mountain, and the Convention Centre. The delegation visited some of the impressive incubators, community and township initiatives the DMO has been supporting – and got an insight into how the partnership collaboration works behind the scenes. This 3 minute video shows some key highlights.
The interim board voted Ms Murasinawa as Acting Chair of the Victoria Falls Destination Management Partnership. The role will be officially filled once the full board has been voted in by members. The Partnership has selected to operate under the name We Are Victoria Falls, and was officially constituted as an association on 12th December 2022. The other board members are representatives from VF City Council, ZTA, ZIDA, ACZ, and TBCZ. We look forward to your strong and enthusiastic leadership, Barbara!
The destination management partnership (DMP) was launched February 17th at a press conference in Victoria Falls. The Chair of the Board is confirmed at Ms Barbara Murasinawa-Hughes, and she is deputized by board director Bruno de Leo. Nqabutho Moyo, Economic Development Manager at VFCC has been appointed Director of the partnership. At the press conference, a marketing and cooperation partnership was also announced by Cape Town Tourism. This city partnership will enable information and knowledge sharing, joint marketing and partnership between two iconic destinations, along the theme of the Ultimate African Adventure.