Destination marketing partnership, We Are Victoria Falls, and Cape Town Tourism have launched a collaborative campaign called ‘Wonder2Wonder’ to promote the two cities and their iconic natural wonders – Victoria Falls and Table Mountain.
Earlier this year – in the first cross-border partnership of its kind in southern Africa – the two destination management organisations signed a co-operation agreement in Victoria Falls,
“The ‘Wonder2Wonder’ campaign is a celebration of our two world wonders, and a call to our shared markets that a trip to southern Africa should include both,” said Winnie Muchanyuka, CEO of Zimbabwe Tourism Authority.
According to her, the campaign features exciting imagery of the two destinations, focusing on adventure to appeal to active, multi-generational and younger markets.
The campaign will run for six weeks and is being promoted by We Are Victoria Falls and Cape Town Tourism, as well as partners in both destinations and the travel trade, including Trailfinders UK.
“We want everyone to get behind it,” said the Executive Director of We Are Victoria Falls, Ngqabutho Moyo.
“We are trying something new here, and we believe this is a great opportunity for our city, and our tourism industry,” added Leigh Dawber, Chief Marketing Executive at Cape Town Tourism.
“Cape Town and Victoria Falls offer unique, remarkable and complementary experiences that speak to the heart of next-generation adventure travellers. This partnership celebrates our synergies and gives visitors a seamless way to explore two of the most beautiful places in the world. This embodies Cape Town Tourism’s ongoing support of sustainable travel on the African continent, and we look forward to more fruitful collaborations with We Are Victoria Falls in the future.”
‘Excellent opportunity for new visitors’
The experience provides an excellent opportunity for new visitors to Africa to begin their journey and develop a passion for more immersive experiences. This was made even more convenient by the direct air connections between the two cities, said Tawanda Gusha, CEO of Airports Company of Zimbabwe (Private) Limited (ACZ).
“There are seamless two-hour direct flights operated by Airlink and Kenya Airways between the two cities. This route is well-serviced and the Airports Company of Zimbabwe is dedicated to supporting their valuable airline partners in providing this important connectivity,” said Gusha.
“A three- or four-night itinerary in Victoria Falls will reward travellers with immersive safaris, languid sundowner cruises, high tea on manicured lawns, and the chance to spark your adrenaline in high-wire activities overlooking the majestic Victoria Falls.“
We are Victoria Falls said the tourism region had also seen a rush of new investment, fresh products and experiences to appeal to different kinds of travellers, such as the Simunye theatre experience, spas, galleries, new restaurants and pop-up cafés.
Trailfinders UK is working to amplify the campaign through its more than 16 million client base.
Market analysis from ZTA in 2022 reveals the UK, Germany and France make up three out of the five ‘tier one’ priority markets for Zimbabwe.
The report further states that 45% of UK travellers with an interest in Southern Africa are between the ages of 18 and 44, and 35% report having ‘high income’.
EDITOR’s NOTE: We Are Victoria Falls is the destination management partnership for Victoria Falls. It was established in late 2022 under the leadership of the Ministry of Environment, Climate, Tourism and Hospitality Industry, and the Victoria Falls City Council. It is a public-private association with a mission to support the sustainable development of tourism by co-ordinating all the elements that make up the destination.