Cross-border destination marketing of attractions between borders: the case of Victoria Falls

A collaborative approach to cross-border destination marketing could significantly enhance the appeal and success of Victoria Falls, currently hindered by fragmented, country-specific promotional efforts. Research identified five key tourist motivations for visiting Victoria Falls, with sightseeing and destination attributes being the most influential. Significant differences were found in tourists' experiences depending on their border access points, highlighting the need for integrated marketing strategies that transcend national boundaries. The study also revealed that while cooperation presents a major opportunity, economic and policy-related challenges remain barriers to effective cross-border collaboration between Zambia and Zimbabwe. By shifting from competition-based to collaboration-based strategies, both countries could increase tourist arrivals, income, and investment opportunities, ultimately benefiting the shared attraction.

Woyo, E., & Slabbert, E. (2019). Cross-border destination marketing of attractions between borders: the case of Victoria Falls. Journal of Hospitality and Tourism Insights, 2(2), 145–165. https://doi.org/10.1108/jhti-10-2018-0073