By Luckmore Safuli
VICTORIA Falls has launched the second phase of its communications and recovery campaign to raise awareness on the destination’s readiness to welcome back tourists.
Launched first quarter of this year following the outbreak of COVID-19, the ‘We Are Victoria Falls’ communications and recovery campaign is a private-sector-led initiative supported by the World Bank’s International Finance Corporation meant to disseminate information about the destination and reinforcing brand position.
Consultant, Shelley Cox says phase one of the campaign has been successful and focus is now on the second part which is aimed at building confidence among regional and international visitors to once again return to Zimbabwe’s tourism hub.
“The second phase of the ‘We Are Victoria Falls’ initiative will focus on communicating the readiness of the tourism sector to welcome travellers back to Victoria Falls. By showcasing the protocols that have been put in place to ensure health and safety of both guests and staff, alongside profiling the incredible experiences on offer we hope to build confidence in regional and international visitors to return to this destination,” she said.
Hospitality Association of Zimbabwe (HAZ) Victoria Falls Chapter Chairperson, Mr Anald Musonza highlighted that having weathered the COVID-19 storm, the destination is now ready for a tourism re-start, guided by health and safety protocols.
“Phase two we are saying that we are ready and we are going to all stakeholders to tell them that we are ready to host them. We are also saying it is time to tell the positive stories that we have achieved,” he said.
Among the messages being reinforced under phase two of the campaign include the fact that Zimbabwe has had one of the lowest COVID-19 infection rates in the region and that Victoria Falls has upgraded the medical facilities.
Phase two of the campaign is expected to run until the first quarter of 2021 when the destination expects to have fully resumed all the tourism-related operations.