“The Freedthinkers team delivered an inspiring and well-researched conceptual development framework for Victoria Falls.”
Hermione Nevill, Senior Tourism Specialist, IFC
Challenge
Victoria Falls is iconic. It is a World Heritage Site, and one of the Seven Natural Wonders of the Natural World. Its economy totally depends on tourism, yet even before Covid, visitor numbers had faltered. The pandemic was devastating. Empty hotels and restaurants. Elephants roamed empty streets. In this time of reflection, Freedthinkers was called in to discover how to rebuild a tourist based economy. Stronger than it was before.
Process
First, we built the project team, to include Zimbabwean tourism academics, a Victoria Falls tourist practitioner and videographer. We filmed the Falls, the centre of town, suburbs and townships, with commentary.
For context, we read policy papers from governments and academics in Boswana, Zambia and Zimbabwe; UNESCO and regional and world tourism authorities. We held group and in-depth dialogues with a broad cross-section of stakeholders, including:-
Hoteliers, hotel managers and workers, residents, international and local travel agents, activity suppliers, airlines, NGOs, unemployed, youth, IFC, World Bank, State-Owned Enterprises, Municipal Council and National Government ministers.
The dialogues were analysed and synthesised into two documents.
- An economic analysis of shifting demand patterns, with scenarios for the post-Covid future
- A presentation featuring these six goals for enduring growth
The six goals had strategies and key actions attached, as well as timelines. After extensive workshopping with IFC and National Government, Freedthinkers gave the presentation to a joint forum of government departments and private enterprise.
Impact
A key recommendation, the establishment of a dedicated Victoria Falls Tourism marketing hub has been launched and well funded. A new city zonation plan is underway. The tourism business has been energised, as seen in new investments, despite the parlous currency, and tourism has risen to pre-pandemic levels. The recommendations of a regional hub are being pursued. Most of all, in a time of isolation and extreme stress, the process gave stakeholders hope and defined early victories.
It takes at least 15 years to change a place the size of Victoria Falls. After less than three years, the newly proclaimed city is well on the way.
“ Despite working under Covid-related travel restrictions the team showed great ingenuity, flexibility and skill in developing relationships and getting the look and feel of the place. It was a great pleasure working with such a rigorous, professional, and human firm – and I hope to do so again in the future.”
Hermione Nevill, Senior Tourism Specialist, IFC
