‘WE Are Victoria Falls Initiative’, an independent body established to disseminate information to help build the destination brand, has set up a board chaired by tourism executive, Mrs Barbara Murasiranwa-Hughes. The local public-private sector crisis communication initiative works closely with the Ministry of Environment, Climate, Tourism, and Hospitality Industry, supported by the World Bank’s International Finance Corporation to represent the community of Victoria Falls during and after the Covid-19 pandemic. camila araujo It buttresses the need for up-to-date information on destination management of the pandemic, collecting and disseminating information on external trade sentiment to aid preparedness and response while reinforcing brand position of the destination. The campaign was implemented in phases and Ms Shelly Cox, a local tourism executive, is the coordinator and consultant, as well as the board secretary. The initiative has more than 300 members who voted for the new board. Nominations and voting were done recently, with three final names released this week. Announcing the board, Ms Cox thanked members for voting for the board, which will lead destination Victoria Falls management partnership forward for the next three years. “The results of voting have produced three new directors: Mr Kelvin Moyo, chair of Victoria Falls Combined Residents Association, Mr Anald Musonza, the general manager for Africa Albida Tourism’s Victoria Falls Safari Lodge, and Bruno de Leo from Pioneers Lodge,” she said. “The vote was close and we hope to see continued engagement from all stakeholders as new board members cycle through each term.”
The full board comprises interim chair, Mrs Barbara Murasiranwa-Hughes who is Tourism Business Council of Zimbabwe Matabeleland North representative, Zimbabwe Tourism Authority chief executive Ms Winnie Muchanyuka, Mr Ngqabutho Moyo, a Victoria Falls City Council business development manager, Mr Paul Matamisa, the president of TBCZ, Ms Sarudzai Muza, a marketing executive at Airports Company of Zimbabwe, and Mr Tafadzwa Chinamo from Zimbabwe Investment Development Agency. The board members will serve the partnership on a voluntary basis as part of their commitment to the destination. ‘We Are Victoria Falls Initiative’ came up with working groups based on stakeholder engagement to drive forward key areas within the destination. These are research, vision, strategy; marketing, product and experience; destination improvement and visitor services; access and connectivity, sustainability, inclusion and benefits. Zimbabwe is targeting a US$5 billion tourism industry by 2025 and the initiative is one of the strategies towards achieving that. President Mnangagwa launched the National Tourism Growth and Recovery Strategy in August 2020 to steer the sector’s growth in the wake of Covid-19. – The Chronicle
