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‘Mosi-Oa-Tunya’ – National tourism and awareness campaign launched by local NGO

In an exciting development for Zambian Tourism, a local NGO has launched a national awareness campaign to boost Livingstone as a destination within the domestic market of the country. 

Destination Livingstone (DL), has been established to increase the long-term social and economic benefits that tourism can bring to the people, businesses and the local economy of Livingstone. The aim is to see that Livingstone continues to become a better place for people to live, work and visit. An innovative approach where the private, public and community sectors are all represented on the Destination Livingstone Board and Working Groups, which has formed a new business model in the City. Peter Jones, Chairman of the Destination Livingstone board says, “We have big ideas for overall improvement of Livingstone as a tourism destination.”

Today marks the official launch of the 4 month long digital media campaign, titled ‘Mosi-Oa-Tunya’ – a well-known name for the iconic natural wonder that is Victoria Falls – the site of Livingstone as a bustling tourism hub and host for Zambia and beyond. A name that provides immediate recognition of what it means and what it represents to the people of Zambia.

The campaign, in partnership with an award-winning communications company, Love Africa Marketing, aims to grow Livingstone and its iconic activities as a destination within the domestic tourism market in Zambia. This is to create national awareness and interest in Livingstone as a destination; to tackle the misperceptions of the city within the domestic market; to reduce the barrier to entry for travel and to increase tourism numbers to Livingstone to experience the town and everything it has to offer.

“There are many reasons why domestic tourism should be promoted, the first being for destination management, and it’s an entrepreneurial sector that the local people can also benefit from” explains Mrs. Chilala Habasimbi, the Regional Tourism Development Coordinator from the Ministry of Tourism and Arts.

Livingstone is proud to offer a range of activities in one of the most beautiful parts of Zambia, from Mosi-Oa-Tunya – one of the Seven Natural Wonders of the World, game viewing in Livingstone National Park, boat cruises on the mighty Zambezi River, restaurants, live music and entertainment venues to name a few.

Destination Livingstone board Vice Chairperson Mr. Alex Mutati says, “We expect that the marketing campaign will help us promote domestic tourism better as it hasn’t been promoted as much in the past, as we prepare ground for international tourists. In addition, it will encourage the locals to enjoy the tourism wonders that Livingstone provides.”

Join the campaign:

In celebration of the launch, a national competition will be launched next week, where Zambian citizens and residents are invited to share what Mosi-Oa-Tunya means to them to stand a chance to win two nights for two at Avani Hotel in Livingstone.

Follow the campaign on Facebook, Twitter and Instagram and watch the journey unpack; what there is to do, to see and to experience in one of Africa’s most beautiful areas… Destination Livingstone.

“The campaign will help us know what exactly the domestic tourists are looking for and if their needs are being met. The campaign will help us draw up packages that will be satisfying to them.” Jocelyn Mutinta, Regional Manager, Zambia Tourism Agency.

The campaign looks to challenge Zambians to reconnect and reroot in their pride for Zambia by connecting to “Mosi- Oa-Tunya” again – the smoke that thunders.  After a year of struggle and hardships with COVID, it’s time to support each other to build back better.

Mosi-Oa-Tunya will become the “Ubuntu” of Zambia.


More information:

Image credit: Love Africa Marketing with Destination Livingstone.

Who is Destination Livingstone:

Destination Livingstone (DL) is a Non-Governmental Organization (NGO) comprising members from the local and national government agencies, NGOs and the private sector. The goal of Destination Livingstone is to;

‘To enable Livingstone to develop and access sustainable tourism opportunities for visitors, and to improve life for those who live and work here’.