The Zimbabwe Tourism Authority (ZTA) and Zambia Tourism Agency met for a series of bilateral meetings under the Joint Tourism Facilitation Committee (JTFC) last week, where it was decided that the two countries would jointly promote Victoria Falls and Kariba as tourism destinations.

ZTA Chief Executive, Winnie Muchanyuka, and Zambia Tourism Agency CEO, Matongo Matamwandi, co-chaired the JTFC.

The Committee is charged with identifying and discussing initiatives to bring the two countries’ co-operation to life.

Muchanyuka said: “The two-day meetings have seen the national tourism organisations mapping collaborative activities in the joint marketing of Victoria Falls and Kariba where the countries share tourism assets and borders, and organisational operations benchmarking.

“The overall objective comes from the realisation that one cannot win alone; the two countries have shared resources and rich history, expertise etc. which together the countries can achieve more.”

Agreeing with his counterpart, Matamwandi reiterated the need to collaborate. “If we work together, we put resources, ideas and minds together; we can achieve much more. We would rather collaborate, be more effective and efficient than to compete in promoting Victoria Falls.”